Mike Geraci is a former member of the Jackson Hole Travel and Tourism Board and longtime marketer. He explains a pivotal shift in the region’s approach to tourism and why he believes promoting local values and culture will redefine the visitor experience and ensure Jackson Hole’s long-term vitality.

After stepping away from the board, Geraci co-founded a nonprofit focused on “destination stewardship,” an approach he says was centered on community wellbeing, environmental resilience and sustainable economic growth.

He says the board didn’t have the “appetite” for his vision, but a shift in managing the tourism board’s nearly $7 million budget is still urgent.