The Strategist's Library

In a time when travelers crave authenticity and destinations compete fiercely for attention, why do so many Destination Marketing Organizations (DMOs) sound—and look—the same? The Copycat Dilemma in Destination Marketing explores this troubling paradox: the very entities charged with promoting uniqueness often rely on recycled strategies, indistinguishable branding, and risk-averse thinking. Drawing on decades of consulting experience, Carl Ribaudo unpacks why DMOs fall into this trap, the costly consequences of imitation, and how a renewed focus on originality, local culture, and authentic storytelling can restore competitive advantage. This is a must-read for anyone seeking to break free from the industry’s echo chamber and redefine what true destination marketing should be.

Is tourism past its peak—or simply evolving? In Is Tourism Past Its Peak? It Depends on How You Look at It, strategist Carl Ribaudo examines the growing tensions facing the visitor economy—from overtourism and resident backlash to climate disruption and diminishing returns. But rather than declaring the end of tourism, he argues we’re at a turning point: the old volume-driven model may be fading, but a new era of purpose-driven, regenerative travel is emerging. This article offers a provocative, nuanced exploration of where tourism stands today and how destination leaders can chart a more sustainable, community-focused path forward.

As tourism enters a new strategic era, Connecting Through Place: The Future of Tourism in an Experience-Centric Era explores the powerful shift from promoting destinations based on what they have to what they mean. Drawing on decades of industry evolution—from product- and consumer-centric models to resident and now experience-centric thinking—Carl Ribaudo outlines how emotional connection, authenticity, and shared identity are becoming the foundation of destination strategy. This article offers a compelling roadmap for DMOs seeking to remain relevant and distinctive by designing visitor experiences that reflect the values, stories, and soul of their communities. For destination leaders ready to move beyond marketing and into meaning, this is essential reading.

As corporate ownership tightens its grip on mountain tourism economies, a provocative question emerges: has tourism in these destinations become an extractive industry? In Has Tourism in Mountain Destinations Become an Extractive Industry?, strategist Carl Ribaudo examines how rising economic leakage, environmental degradation, and social inequities mirror the impacts of mining or logging more than sustainable development. Through the lens of the “Extraction Gap©,” this article explores how short-term profit strategies are overwhelming communities, straining infrastructure, and diminishing resident quality of life—while offering a path forward through local empowerment, responsible policy, and a triple bottom line approach. For destination leaders, this is a compelling call to rethink the true cost of tourism and reclaim control over their future.

As artificial intelligence reshapes how travelers plan and engage with destinations, DMOs face a strategic crossroads: adapt or become invisible. Artificial Intelligence and the Future of Travel unpacks how AI is transforming every layer of the visitor journey—from discovery and trip planning to product development and measurement. Drawing on deep industry insight, Carl Ribaudo offers a compelling framework for how DMOs must evolve—becoming data stewards, systems integrators, and experience designers in a world where AI, not websites, drives decision-making. For destination leaders ready to confront this paradigm shift head-on, this article is both a warning and a roadmap.

In a world where destinations compete not just on beauty or amenities but on emotional resonance, Beyond Marketing: Designing Competitive Advantage Through Experience explores how the future of tourism lies in crafting meaningful, co-created experiences that reflect the soul of a place. Carl Ribaudo challenges traditional strategy models and introduces a powerful synthesis of creativity and research as the foundation for experience-centric tourism. This article offers destination leaders a bold, actionable roadmap to move beyond promotion and toward lasting differentiation—by designing not just what visitors see, but what they feel and remember.

In a world where destinations compete not just on beauty or amenities but on emotional resonance, Beyond Marketing: Designing Competitive Advantage Through Experience explores how the future of tourism lies in crafting meaningful, co-created experiences that reflect the soul of a place. Carl Ribaudo challenges traditional strategy models and introduces a powerful synthesis of creativity and research as the foundation for experience-centric tourism. This article offers destination leaders a bold, actionable roadmap to move beyond promotion and toward lasting differentiation—by designing not just what visitors see, but what they feel and remember.