Why Tourism Matters: Community & The Power of Belief
October 2, 2025
There’s something Ted Lasso says in the early episodes, after another loss:
“For me, success is not about the wins and losses. It’s about helping these young fellas be the best versions of themselves.”
Sound familiar?
That’s tourism. Not about headline wins or viral moments, but about the long game—the quiet work, the belief that given time and trust, communities become remarkable.
Tourism doesn’t need something like a Premier League Trophy to prove its value. It’s already present in the fabric of each community. Every day. Every season. Often overlooked, but always making an impact.
In the show, Ted Lasso understood that just individual talent or smart strategies aren’t enough to impact winning. Success is built on belief.
Destination marketing works the same way in some respects.
Yes, campaigns and data matter, but they don’t move stakeholders on their own. What makes DMOs successful is building belief that your community has something worth sharing, people willing to tell that story, and the understanding of tourism’s positive impact. You’ve seen what happens when people show up, how it spills into local businesses, public services, quality of life. Now, you need to make sure your community feels it.
Resident Sentiment Isn’t a “Nice-to-Have” Anymore
The numbers back it up.
- Support is climbing: Americans saying tourism is good for their local area rose from 57% (2020) to 64% (2024). 66% support tourism growth; 65% say it should be encouraged where they live.
- Stewardship is noticed (but not by everyone): 43% say local government is balancing resident quality of life with visitor needs (up 7 pts vs. 2023), yet 33% are neutral—showing clear room for improvement.
- What residents want from DMOs: 68% of residents want tourists educated on how to travel responsibly; only 40% believe visitors respect natural areas.
so where do you start?
We built this eBook as a guide DMOs can actually use: not as a 200-page academic study, but as a playbook with tips and suggestions you can put into practice today. Inside you’ll find:
- A 90-day plan for elevating resident voices
- Templates and workshop agendas you can copy and paste
- Case studies from communities like yours
- A framework for measuring resident sentiment in ways that matter
Give your team the language to keep playing
When the board questions your budget—or a stakeholder doesn’t get it—here’s how to reframe common conversations with boards, councils, or those who see tourism as merely “promotion.”
- “Why should we keep investing in tourism right now?”
“Tourism brings in new dollars without raising taxes. Visitors support local businesses, fund public programs, and create jobs. It’s not spending—it’s revenue generation.” - “But what does the local community get out of this?”
“We market to visitors, but the benefits stay here. That restaurant a traveler discovers? A local eats there next week. That hotel tax? It funds parks, community improvements, and events residents love too.” - “Can’t we pause this and pick it up later?”
“Tourism doesn’t bounce back with a switch. If we go quiet now, we lose momentum, visibility, and market share. Communities that stay consistent come out ahead.” - “Isn’t this all just for out-of-towners?”
“This is about pride and perception. When people visit and love it here, residents feel it too. Tourism helps locals see their hometown through fresh eyes—and that builds belief in the place they call home.”
here’s what ted would say…
DMOs hold communities together—especially when things get hard.
And right now? Things are hard.
Fewer resources. Bigger expectations. A lot more explaining than celebrating. It can feel like you’re coaching from the sidelines with a clipboard full of half-funded dreams.
But here’s what Ted would say:
“Believe.”
Not because it’s blind optimism—but because you’ve already seen it work.
You’ve seen what happens when a new campaign fills downtown sidewalks.
When hotel tax revenues fund after-school programs.
When a place that once felt overlooked starts showing up on travel lists and family itineraries.
Tourism has always been the team player that makes the whole community stronger. And it still is.
