Dr. Kimberly Clarke

Cities around the world are investing billions of dollars to attract tourists by building stadiums, resorts, convention centers, and entertainment districts, including many projects emerging across the Washington, DC region today, from large-scale immersive entertainment venues like the Sphere coming to National Harbor to waterfront developments in major global cities. Yet, places that pursue the same strategy often see very different results. Some destinations experience strong economic growth, new jobs, and vibrant local businesses, while others struggle with overcrowded infrastructure, rising housing costs, and pressure on natural and cultural resources. How can the same strategy lead to such different outcomes? We often assume tourism’s power comes from the number of visitors a place attracts. If more tourists arrive, prosperity should follow. But what if tourism’s true power doesn’t actually come from tourists?
My research explores why tourism benefits some destinations while straining others. The findings reveal a surprising insight: visitor numbers alone don’t determine tourism’s impact. What matters most is how tourism is designed. Decisions about infrastructure, incentives, environmental protections, and long-term planning shape how tourism develops and who ultimately benefits. In Washington, D.C., a city where policy ideas often influence industries worldwide, this talk invites audiences to rethink a common assumption. Tourism isn’t powerful simply because people travel. When we rethink where tourism’s real power lies, we can redesign tourism to strengthen destinations rather than strain them.