Crista Valentino, the new executive director of the Jackson Hole Travel and Tourism Board, highlights the tension between residents' concerns about overtourism and the economic benefits it brings. The board initiated a Sustainable Destination Management Plan in response to the overwhelming influx of tourists, reaching a peak of 50,000 daily visitors during the pandemic. Valentino's role involves navigating these conflicting perspectives, as locals face challenges from overcrowding while acknowledging tourism's significant contribution of $1.7 billion to the local economy.
Crista Valentino feels uncomfortable with how Jackson markets itself as a tourist destination, expressing concerns that it commodifies the natural beauty of the area.
The Jackson Hole Travel and Tourism Board faced criticism for promoting tourism amidst rising concerns of over-tourism among local residents, reaching 50,000 visitors daily.
The board started working on a Sustainable Destination Management Plan to address overtourism, becoming the first in the state to focus on sustainable tourism.
Valentino faces the challenge of balancing the conflicting views of locals, where some complain about tourists while others lament the lack of business.
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