Creating wins for people and places


Positioning Tourism as a ‘Net Positive’

Creating a thriving destination requires more than attracting travelers. As never before, leaders are faced with creating flourishing tourism economies while addressing complex challenges.

Thriving visitor ecosystems require holistic solutions.

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Ready Connections to High-Level Expertise

Finding the best answers for complicated problems takes a team. It all starts by putting communities and people first. Then, the focus shifts to managing concerns and creating opportunities, tapping into the right resources at the right time.

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Vail blazing a path to 'Community-Positive' destination stewardship

January 11th, 2023

Just one of two destinations in the world to attain the Mountain IDEAL standard, Vail now is trailblazing creation of Vail's Stewardship Roadmap, which brings a sharp new focus to the purpose of Vail's powerhouse tourism economy.

Through a first-time partnership among Better Destinations, MMGY NextFactor, and The Travel Foundation, Vail's Roadmap is taking shape as a "Community-Positive" vision for its tourism economy. Based on intensive stakeholder engagement and new research, the Roadmap recognizes that building a strong tourism economy also requires a strong community.

The Roadmap charts a 10-year vision for Vail's tourism economy to thrive, in part by addressing its single biggest threat, a housing crisis that impacts every aspect of community life. It also outlines strategies to shape a stronger, more resilient tourism economy and improve Vail's biggest asset -- its stunning natural environment.

Strategies also were guided by a Strategic Marketing and Research Insights brand perception study and a Sustainability Analysis by the Travel Foundation, with support from Green Destinations.


IITA panel to explore potential of sustainable travel

February 14th, 2023

Cathy Ritter is joining a general session at the Inbound International Travel Association’s Annual Summit in San Diego to discuss the potential of sustainable travel and what it means for the U.S. travel industry.

To be moderated by Travel Weekly Editor-in-Chief Arnie Weissmann, the panel also will explore emerging best practices and availability of sustainable travel product. Other panelists include IITA Chairman and Travelco President Peter van Berkel, BWH Hotel Group’s Ron Pohl, and Tourism Cares CEO Greg Takehara.

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Travel Nevada's 3D project to build appeal for six rural destinations

January 4th, 2023

Embracing an innovative approach to destination development, Travel Nevada is on a path to expand the state's tourism economy by giving six rural destinations a chance to build their appeal for desirable travelers.

The new Destination Development Demonstration (3D) Project -- developed by Better Destinations in collaboration with Travel Nevada -- provides each selected destination with a customized 32-week planning process plus a way to activate their ideas through a one-time $2 million federally funded grant program.

Projects targeted for development include guided experiences on tribal lands, a new Carson Valley arts and culture corridor, and a wide range of outdoors and heritage experiences in Nevada's vast landscapes.

The 2-year-plus 3D project is structured to jumpstart Travel Nevada's brand-new focus on destination development and shape it as a permanent part of their mission. The Better Destinations team includes project co-leader Mitch Nichols, president of Nichols Tourism Group, Inc., and research lead Carl Ribaudo, president and chief strategist of SMG Consulting.