Jackson Tourism Board Reports on Ski Town's Sustainable Future

Well over 200 people gathered on January 14 at the Teton County Community Recreation Center in Jackson, Wyoming, to attend a tourism expo hosted by the Jackson Hole Travel and Tourism Board. Attendees included local nonprofits, representatives from the hospitality industry, land managers, elected officials, business owners, and community members.

The goal of the event was to provide a space for the public to learn about the Sustainable Destination Management Plan, adopted in 2023, which maps a five-year approach to guide Teton County toward a sustainable future. The framework outlines an “all lands, all stakeholders” approach, aiming to balance eight stewardship goals from community housing to climate action and includes an outline of priorities for year one.

The tourism board hoped to garner community feedback on its progress thus far at the tourism expo, including its launch of a tourism data dashboard as part of the management plan's monitoring and reporting initiative. The online tool helps track and display the effects of tourism on the town of Jackson and has received international recognition in the travel industry.

“The purpose of the SDMP is not to grow visitation numbers but rather to ensure that tourism is a positive force for people, for nature, and for the economy,” the plan summary reads.

Crista Valentino, executive director of Jackson’s tourism board, told Mountain Journal that the management plan aspires to strike a balance between the needs of the community and the integrity of the area’s wild landscapes.

Valentino said she was encouraged to see the community gather to consider an industry that affects the lives of everyone in Teton County.

“We want to ensure that the Greater Yellowstone Ecosystem remains a sanctuary for the wildlife and open lands that so many from around the world flock here to experience,” she said. “By fostering responsible stewardship and sustainable tourism, the SDMP envisions a future where conservation and preservation are shared responsibilities, securing this iconic region for both residents and guests into the future."

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