Since 1995, we have worked alongside communities to shape tourism strategies that last. In every destination, one lesson remains constant: successful tourism begins with the people who live there. When residents feel supported, when infrastructure keeps pace, and when local businesses and officials share ownership, travel activity becomes more than a visitor economy. It becomes a hometown asset.
This is not a theory. It is a philosophy grounded in decades of experience. The most resilient destinations are those that recognize tourism must first serve locals if it is to truly benefit visitors.
For many destinations, the instinct has long been to focus primarily on marketing and visitor acquisition. Heads in beds, visitor counts, and travel spending defined success. Those metrics remain important, yet they do not tell the whole story. Growth without balance can overwhelm infrastructure, create tension with residents, and alienate local businesses.
Travel that begins and ends with the visitor risks eroding the very foundation it depends on. Areas under strain cannot sustain growth indefinitely. Parking shortages, overcrowded parks, and housing pressures all become points of conflict. Over time, the destination brand suffers when community members express frustration rather than pride.
The alternative is a locals-first strategy. When destinations plan for sustainable tourism, controlled growth, and aligned messaging, they reduce strain and ensure long-term stability.
Controlled growth is not about slowing progress. It is about ensuring that progress benefits everyone. Investment in infrastructure should address community needs as directly as visitor needs. Roads, public transit, trail systems, and cultural amenities serve both. When destinations put daily life at the center, they create infrastructure that lasts beyond seasonal peaks.
The results are immediate and lasting. Locals see improvements in quality of life. Visitors enjoy smoother experiences. Destinations avoid the boom-and-bust cycles that can come from unmanaged growth.
This dual impact reinforces the simple truth: if it works for residents, it will work for visitors.
When residents feel that tourism supports rather than disrupts their lives, they are far more likely to become advocates. Conversely, when residents feel ignored, they become critics who undermine the visitor economy.
Measuring sentiment through surveys, listening sessions, and advisory boards is no longer optional. It is essential. These insights reveal whether the travel market is strengthening or straining the area. They guide decision-making and help avoid missteps that could damage trust.
A resident-first approach is not passive. It is participatory. When locals, business owners, and elected officials all have a voice in shaping tourism’s direction, they also share ownership of its outcomes.
This ownership takes many forms:
By engaging these groups early and consistently, destinations foster a sense of partnership. The visitor experience is no longer seen as something done to the community, but something done with the community.
This shift has tangible benefits. When stakeholders share ownership, messaging becomes more authentic. Experiences become more aligned with local culture. The visitor economy grows stronger because it is rooted in the voices of those who live there.
Resident-first tourism is not a compromise. It is an advantage. It creates conditions where everyone benefits:
The outcome is a more vibrant, financially secure region—one that thrives economically without sacrificing identity or livability.
The most important lesson after 30 years of DestinationiQ’s work is this: put residents first, and tourism will follow.
Ready to strengthen your destination from the inside out? Let’s talk about how we can help you build resident-first tourism strategies that last. Contact us today.
Kirsten has always been driven by curiosity and connection. Her love for travel, the outdoors, and discovering new places fuels both her personal adventures and professional passion for helping destinations reach their fullest potential.
Before joining DestinationiQ, Kirsten spent several years in the hospitality industry, where she developed a deep appreciation for exceptional guest experiences and the power of meaningful relationships. She joined DestinationiQ in early 2022 as an administrative assistant, quickly immersing herself in every facet of the company. Her eagerness to learn, natural leadership, and ability to bring teams together led her to grow into the role of Project Manager and ultimately, Account Director.
Kirsten thrives on equipping people and organizations to be the best they can be, whether she’s helping a client strengthen their destination identity or supporting her team behind the scenes. When she’s not working, you’ll find her exploring new places, spending time with her family, or finding the next trail to wander.
Lindsay has been an explorer her entire life. She has traveled much of the world, falling in love with all the outdoor recreational opportunities, geologic diversity, rich history, and cultural depth it has to offer.
She began working with DestinationiQ in 2016, where she encouraged the company to focus even more on Destination Management and easily moved into an account director position where she further shines a light on her communications, relationship-building, strategic planning, and leadership skills; guiding clients on a successful path of tourism evolution.
Lindsay’s extensive network includes tourism directors and board members, social media influencers, members of state tourism offices, journalists, photographers, business leaders, and more.
Bryan is the president and owner of DestinationiQ. He has decades of experience in the tourism field and remains on the cutting edge of the industry. He firmly believes in building open and honest long-term relationships through transparent communication and providing regions with sustainable and responsible tourism strategies that have a significant economic impact.
Years ago, he recognized the ROI on tourism far outpaced many other investments, yet there was always a gap where traditional tourism consultancies and regional staff were seldom able to do everything they need to do. DestinationiQ was born to meet these needs and fill the gap; treating our clients as the experts, actively listening to their goals, forming long-lasting partnerships, and functioning as an extension of their teams, overseeing budget decisions, crafting tourism programs, executing marketing plans, and delivering the products and services they need and deserve.
