Over the past few years, the conversation around overtourism has grown louder and increasingly urgent. Big destinations are issuing restrictions, raising fees, and in some cases, actively discouraging additional visitation. For places like Moab, Zion, Sedona, and Lake Tahoe, tourism demand has outpaced what the experience or the infrastructure can handle.
The implications for lesser-known areas are significant: when major markets begin signaling that they are full, experience-seekers start looking elsewhere. This is no longer a hypothetical trend; it is a reality that represents a measurable shift in behavior and a rare chance for lesser-known regions to step forward.
Visitors today are more intentional. They want places that feel calm, affordable, welcoming, and easy to enjoy. They seek memorable experiences without the crowded hassle or inflated costs that often come with high-traffic locations.
This shift aligns perfectly with what smaller areas already offer:
You do not need to reimagine your destination to match this moment. The opportunity has arrived. Now is the time to take action.
The challenge is not the product. It is perception. Many small towns and rural areas are visitor-ready and have not yet received the recognition they deserve. When potential explorers cannot find you—or do not know what makes your region special—they pass you by.
DestinationiQ was built to meet this exact need. We help communities:
This type of approach is not about chasing volume. It focuses on inviting the right traveler, with the right message, at the right time.
From 2011 to 2023, our client, the Royal Gorge Region in Colorado, saw a more than 200 percent increase in lodging tax revenue. What matters just as much is how this growth happened. Instead of relying solely on peak seasons, the destination expanded its presence during shoulder months and weekdays. This provided small businesses with more consistent revenue and helped protect the quality of life for residents.
That is the power of showing up intentionally. This is not just a growth story. It represents a shift toward balance. With the right strategy, your tourism numbers can grow in ways that support both community well-being and long-term resilience.
There is no guarantee this moment will last forever. As tourists adjust and new places emerge, the destinations that act early will be the ones that benefit most and establish themselves. The biggest budget or flashiest campaign is not necessary. What matters is clarity, readiness, and a strategy that reflects your existing strengths.
DestinationiQ can help get you there. Contact us to capitalize on this opportunity.
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.
