Case seven

This case study explores the multifaceted challenges faced by the U.S. National Park Service (NPS) due to increased visitation, shifting visitor demographics, and the profound influence of social media. While green spaces and protected areas offer significant public health, economic, and tourism benefits, the surge in “new-to-nature” visitors – particularly during and post-COVID-19 – has intensified issues such as overcrowding, environmental degradation, and unsafe visitor behavior. Social media has played a dual role: fueling visitation through viral imagery and travel inspiration, but also promoting unrealistic expectations and risky behavior, especially regarding wildlife and trail use. In response, the NPS has leveraged technology and social media for education, risk communication, and visitor management, utilizing humor and engagement to promote safe, sustainable behavior. This case highlights the need for a balance between preservation and access, showcasing adaptive management strategies that include risk-benefit communication and inclusive definitions of park experiences.