A vision and plan for Vail

    We’re working with MMGY NextFactor and Better Destinations to create one of the USA’s first destination stewardship plans, for the mountain resort of Vail.  The plan will be guided by the principles of sustainability and will put residents’ values and goals at its heart.

    Vail is a popular resort in Colorado, USA and is hailed as North America’s pre-eminent snow destination.  The project team will work with the town to align Vail’s thriving tourism economy with community priorities, addressing challenges such as growing visitor numbers and climate change and maximising opportunities in a sustainable way.

    Project Aim

    The project will provide a lasting framework for a thriving tourism economy that supports quality of life and place for residents and visitors alike.


    Planned activities

    • Research:  The project team, led by MMGY NextFactor and Better Destinations, will analyse visitor data, resident sentiments, visitor perceptions and market trends.  The Travel Foundation will identify current good practices in sustainable destination management and highlight relevant case studies, as well as examining tourism’s impacts and how to optimize its value.
    • Destination Management plan: The project team will then identify strategies for sustainable development that place community values and goals their heart.  Interviews and focus groups with stakeholders, workshops to create a shared vision, as well as use of the Travel Foundation’s Optimising Value Framework to map the costs and benefits of tourism, will all contribute to a new strategy and action plan.
    • Communication Plan: The project team will also support the Town of Vail to share its plan with residents and more widely as both a national and global model for others.


    Expected outcome

    A shared vision for Vail’s tourism economy that delivers real benefits for both locals and guests while addressing the impacts of tourism.

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