WHY IDEAL EXISTS

The Gateway Paradox 

Public lands and outdoor recreation draw millions of visitors and billions in spending. They also attract new businesses and residents in search of a place-based lifestyle. But the infrastructure, capacity, and governance needed to manage that demand often fall to small, rural communities that are overstretched, understaffed, and underfunded.

Even the most “successful” destinations face hard limits: parks pushed beyond capacity, residents questioning the value of tourism, and global disruptions that strain local resources and economies.
To protect public lands, community well-being, and the future of outdoor recreation, destinations need more than promotion. They need a framework to manage growth, stay grounded in place, and plan for what comes next.

IDEAL Was Built for This Shift 

IDEAL helps resort, rural, recreation, and gateway communities align conservation, commerce, and community. It creates opportunities for visitors to give back, for residents to engage, and for tourism teams, land managers, and local leaders to work from shared priorities.

Built on Experience. Backed by Standards.

For nearly a decade, IDEAL has been the definitive framework for sustainable destination management in places where public lands and outdoor recreation shape local identity and economy.

Our approach is grounded in the IDEAL Destination Standard, a globally recognized benchmark adapted for outdoor communities. Fully accredited by the Global Sustainable Tourism Council (GSTC), IDEAL supports the only four certified sustainable destinations in the U.S.: Vail, Breckenridge, Aspen, and Park City.

What began as a mountain resort certification has grown into a flexible, field-tested toolkit. IDEAL now supports diverse communities - from rural towns to coastal cities - with resources for learning, assessment, planning, and global recognition.

How We Work 

The IDEAL Toolkit offers flexible support for communities at any stage of the journey. You can start with a self-paced assessment, join a cohort for peer learning and capacity building, or work with our team on custom planning and diagnostics. Recognition pathways are available for destinations that want to share their story or pursue certification.

You decide what’s right for your destination. We’re here to help as little or as much as you need.
Everything we offer is built on the IDEAL Standard: global best practices adapted for outdoor, recreation-based, and community-driven destinations.