National Geographic Geotourism Program

Challenge

How can we preserve the authentic sense of place in tourism destinations while empowering local communities and businesses to share in the benefits of sustainable travel?

Solution

Solimar played a foundational role in designing and managing the National Geographic Geotourism Program, a pioneering initiative that engaged over 25 destinations across the globe. Working with National Geographic’s Center for Sustainable Destinations and National Geographic Maps division, Solimar developed and implemented a geotourism model that promotes travel which sustains or enhances the distinctive geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents. Solimar helped create and manage local destination stewardship councils, oversaw stakeholder engagement, facilitated public nomination processes, coordinated content development, and ensured alignment with the Geotourism Charter. The initiative deployed print and digital MapGuides that featured locally nominated places of interest—transforming regional pride and community input into globally visible tourism products.

Results and Impact

25+

geotourism destinations launched worldwide under the National Geographic brand

20k+

businesses and sites featured on the mapguides

5M+

geotourism website views and counting, reflecting sustained global interest and digital engagement with the program's interactive MapGuides and storytelling platforms

Lessons Learned

1.

Inclusive Planning Leads to Shared Ownership – Through regional workshops, surveys, and interviews, Solimar ensured that voices from every corner of the state were heard—laying the foundation for long-term commitment and cross-sector collaboration.

2.

Stewardship Requires Strategic Governance – Solimar helped CTO facilitate formal stewardship structures, including the Destination Stewardship Council and the Care for Colorado Coalition, enabling ongoing dialogue and accountability.

3.

Local Priorities Must Shape Regional Strategies – Rather than imposing a one-size-fits-all plan, Solimar co-created region-specific strategies that reflect local identities, assets, and concerns—from ski towns to heritage corridors.

4.

Action Plans Need Measurement Tools – KPIs were embedded across all strategic plans, and Solimar is now leading a research initiative to evaluate the real-world impacts of destination stewardship efforts statewide.

5.

Destination Stewardship Is a Living Commitment – By continuing its partnership post-launch, Solimar is supporting ongoing progress through annual “Year in Review” reports, storytelling campaigns, and practical toolkits that turn strategy into impact.

  • author

    “We rely confidently on Solimar’s deep technical experience and professionalism as tourism consultants. You are always exceeding our expectations.“

    Leila Calnan | Senior Manager

    Tourism Services Cardno Emerging Markets

  • author

    Testimonial #2

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