Co-creating a Business-focused Tourism Development Toolkit for America’s National Parks
U.S. National Park Service
Destination: Washington DC, United States
Engagement: 2020 – 2021
Before the pandemic, some US National Parks were experiencing high consumer demand, while others saw visitation steadily declining. The National Park Service needed a way to empower individual parks – especially smaller, lesser-known parks – to sustainably attract and connect with more visitors.
This required the identification of tools to assess current and future visitation opportunities in alignment with park priorities. Twenty31 was brought onboard to conduct primary and secondary research and develop a tourism toolkit designed to help parks increase sustainable visibility and visitation post-COVID.
Comprehensive stakeholder engagement
We facilitated stakeholder interviews and site visits to collect data, learn about existing tourism development and management practices and growth opportunities, and gain an understanding of current tourism strategies utilized by parks nearby partner DMOs.
Focus groups
We conducted virtual focus groups with key regional park superintendents to develop a better appreciation for the challenges they face in implementing tourism development tasks.
Innovation labs
We hosted a series of Innovation Labs using design-thinking approaches to equip the US National Park Service working group to refine the toolkit outline and early content concepts.
The US National Park Tourism Development Toolkit was soft launched in parks in the US Inter-Mountain Region before rolling it out to pilot parks nationwide.
-
![]()
Designing and Managing a Business Intelligence Program to Support Tourism Recovery
-
![]()
Developing a Model to Quantitatively Prioritise Markets of Opportunities and Optimal Investment Levels
-
![MGM]()
MGM Resorts - Defining MGM's Bold New Positioning
-
![]()
Launching North America’s First Destination Health & Safety Certification Program (Skift IDEA Award Winner)
-
![image for decoration]()
FLYR - Defining Immediate Commercial Opportunities
-
![image for decoration]()
IHG Hotels & Resorts - Internal Strategy Framing
-
![]()
Developing a World-Class Analytical Framework to Measure and Track Ras Al Khaimah’s Destination Brand Health
-
![]()
Transforming Tourism Opportunities Across Identified Tourism Development Zones in Alberta, Canada
-
![]()
Benchmarking and Tracking Dubai's Global Brand Standing and Competitive Market Positioning
-
![]()
Crafting the Global Narrative for One of the World’s Most Spiritual Sites
-
![]()
Developing a Sustainable Tourism Development Strategy for Rwanda
-
![]()
Future-Proofing South African Tourism in the Wake of Covid-19
-
![]()
Advising a DMO on How to Transition Into a High Impact Destination Management Organization
-
![]()
The PEW Charitable Trusts - PEW Bertarelli Ocean Legacy Project
-
![]()
Creating a Whole-of-Government 10-Year Tourism Strategy for Alberta
-
![]()
Building a Tourism Framework for Three of Saudi Arabia’s Most Ancient & Valued UNESCO Heritage Sites
-
![]()
Repositioning Bent’s Old Fort as a Top Historical Tourism Site
-
![]()
Guiding the Future of Tourism Development and Management in Oman’s Capital City
-
![]()
Co-Creating a Business-focused Tourism Development Toolkit for America’s National Parks
-
![]()
Building an Evidence-based Tourism Development Decision-making Culture in Sri Lanka
-
![]()
Assessing Peru’s Potential as a World-class Adventure Tourism Destination
-
![]()
Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
-
![]()
Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
-
![]()
Co-Creating Kingston’s Integrated Destination Strategy
-
![]()
Co-Creating the North’s First Community-led Tourism Strategy
-
![]()
Creating a Training Platform to Support Tourism SMEs Access Global Markets
-
![image for decoration]()
AIG - Market Intelligence During COVID-19
-
![]()
Development Canada’s Winter & Shoulder Season Tourism Potential
-
![]()
Putting Jordan Front and Centre in the Minds of High-Value Travel Consumers and Travel Trade Partners
-
![]()
Accelerating 'Right-fit' Tourism in Prince Edward Island
-
![]()
Developing Palau’s High-Value Sustainable Tourism Growth and Management Strategy
-
![]()
Co-Creating Halifax’s Tourism Development & Management Strategy
-
![]()
Developing an Investment Strategy to Create a National Destination Management Company
-
![]()
Identifying Opportunities to Accelerate Growth of Canada’s Culinary Tourism Assets
-
![]()
Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
-
![]()
Adventure Gear Company - Market Sizing
-
![image for decoration]()
Destination Canada - Visual Identity Refresh
