Rural Economic Opportunity Through Binational Tourism

Public-private partnerships are transforming how tourism generates economic opportunity for communities and fosters cultural learning and exchange. In March 2025, Meridian supported the implementation of the State Department’s International Visitor Leadership Program (IVLP) sponsored by Airbnb. The program brought eight tourism professionals from Japan to examine how the tourism industry strengthens local and regional economies in the United States, particularly in rural areas. Through visits with American tourism researchers, promoters, companies, non-profits, and government leaders, participants learned about public-private partnerships, the role of state and local tourism bureaus, and strategies to promote community-focused tourism. Participants also observed how American tourism experts take a long-term, multi-decade approach to strategy development—carefully considering how tourism can sustainably benefit local communities and contribute to regional revitalization.

During the program, participants stayed in Airbnb listings around the United States and met with entrepreneurs and small business leaders working in the tourism industry and on related issues. Staying in Airbnb listings, they said, added depth to their experience, offering a glimpse into everyday American life.

With stops in Washington, DC; Miami, Florida; Little Rock and Bentonville, Arkansas; Albuquerque, New Mexico; and San Francisco, California, participants came away with a deep appreciation for how rural tourism creates significant economic impact and employment, provides an understanding of history, and contributes to meaningful cultural exchange. In Arkansas, the group met with First Gentleman Bryan Sanders to learn about his efforts to establish public-private partnerships that continue to promote Arkansas as “The Natural State.”

The program provided participants with valuable insights and practical knowledge, empowering them to tackle new challenges when they return home. As one participant reflected:

“The program was incredibly meaningful to me—truly a turning point in my life. I’m deeply thankful for the opportunity. One of the key takeaways that resonated with me was the concept of Citizen Diplomacy. It left a profound impact on me. For me, tourism is not just about travel—it is dialogue, and it is diplomacy itself. I plan to make this perspective a central theme in my work going forward.”

The cultural experiences, professional exchanges, and personal stories shared during the program created resilient linkages between strong rural communities and tourism industry leaders in the United States and Japan.