Spotlight on Dominic Bravo, Wyoming Office of Tourism

Domenic Bravo, executive director of the Wyoming Office of Tourism, isn’t afraid to shake things up. For instance, his friends and colleagues are surely used to the customary cowboy hat atop his large frame. After all, it goes with Wyoming’s motif.

But at the 2023 eTourism Summit, he broke the mold by sporting a kilt on stage.

“The kilt only comes out on rare occasions, but when it does, people tend to remember it,” Bravo said.

Spoken like a true destination marketer.

Bravo’s focus when running the statewide agency is on creating lasting memories for the nearly 9 million visitors who come to the Cowboy State each year. A maverick in the field, he and his team are a step ahead of traditional DMOs by looking beyond just attracting travelers. They’ve moved on to studying data points and behavioral insights to guide their journey.

“Our goal isn’t just more visitors,” Bravo said. “It’s better distribution, better experiences, and long-term sustainability.”

That includes looking beyond places like Yellowstone National Park. Though it may sound heresy to actually say it, there’s much more to Wyoming than the 2.2-million-acre patch of wilderness, Bravo noted.

If looking beyond the norm makes him a maverick, Bravo gladly accepted the description. In fact, the Wyoming Office of Tourism is seeking out more people who fit the mold.

In March, the office launched its new national “Mavericks Wanted” campaign. The official announcement said the new push “challenges visitors to rediscover their sense of exploration and independence in what has long been considered the last bastion of the West.”

Don’t think of it as just Old West marketing. In fact, Bravo is very much at the forefront of using AI and analytics to make the most of his marketing dollars.

“Data isn’t the rearview mirror anymore, it’s the steering wheel,” said Bravo, who took the reins at the Wyoming Office of Tourism in October 2025 after successful runs as Visit Cheyenne’s CEO and as administrator of the Wyoming State Parks and Outdoor Recreation Office Division.

Inspired Insights sat down with Bravo to discuss what’s new in eTourism and in Wyoming.

The Wyoming Department of Tourism blends the Old West with modern marketing.

Describe the strategy behind the “Mavericks Wanted” campaign.

We’re building what I’d call the next evolution—less billboard, more choreography. Our Visitor Flow Management System is designed to move people like a well-run trail system instead of a traffic jam. Think less “show up and hope,” more “here’s your moment, here’s your place.”

Walk us through that process.

We’re layering in real-time data, AI, and partner feeds to help travelers discover Wyoming beyond the obvious, [such as] Cody when Yellowstone backs up, Thermopolis when crowds peak, Lincoln County when Jackson’s busy.

We’re also pushing into statewide signature events, things with enough gravity to pull visitors into new regions. And on the global side, we’re piloting a new activation model in meeting travelers where their fascination with the American West already lives, then giving them a real place to land it.

How have digital platforms and social media influenced your destination marketing strategies?

Digital didn’t just change marketing, it changed power. The traveler is now the storyteller.

Social media built Wyoming’s brand long before we ever ran ads. Our job now is to guide that energy, not fight it. We’re leaning into platforms where inspiration turns into action and bridging that gap faster.

eTourism is where this all comes together. Tools like AI-driven trip planning and conversational interfaces allow us to move from “here’s a pretty picture” to “here’s your plan.” It’s the difference between dreaming about Wyoming and actually getting there.

And candidly, it also comes with responsibility. The same post that inspires someone can overcrowd a fragile place. So, we’re pairing inspiration with education, outdoor ethics, dispersal messaging, and real-time nudges. That’s the balance.

There's more to Wyoming than Yellowstone National Park, says Dominic Bravo.

What are standard preconceived notions of Wyoming and how are visitors surprised when they arrive?

Most people think Wyoming is just Yellowstone and a long drive in between. They expect emptiness and they get it, but they don’t expect the depth. The culture, the working ranches, the fact that rodeo isn’t a show here, it’s Tuesday night. They don’t expect world-class food in small towns, or fossil beds where you can dig and take history home with you. They don’t expect how varied the landscape is, from high deserts to alpine peaks.

Maybe the biggest surprise is that the space changes you a little. You slow down. You breathe differently. That’s not something you can package, but it’s what people remember.

What challenges have you faced in marketing Wyoming as a destination, and how have you overcome them to maintain the state’s competitive edge?

Our biggest challenge is also our greatest asset. We’re small, we’re rural, and we’re not trying to be something we’re not. We don’t have the budgets of larger destinations, and we don’t have the infrastructure to absorb unlimited growth. So, we’ve had to be sharper, more intentional.

Looking ahead, what trends in eTourism and destination marketing do you see shaping the future?

Three big ones:

• AI-driven personalization. Travelers won’t search, they’ll ask. Destinations that can respond in real time will win.
• Visitor management as a core function. Every destination will need tools to manage flow, protect assets, and maintain quality of life.
• Values-based travel. People are choosing places that reflect who they are, sustainability, authenticity, and purpose. Wyoming’s well positioned there, as long as we protect what makes us…us.

What was your first job in tourism?

Park ranger. Law enforcement badge, EMT kit, wildland fire gear, whatever the day called for. It wasn’t glamorous, but it was real. That’s where I learned this isn’t just about visitors, it’s about protecting places and serving people at the same time.

What’s your proudest moment?

Honestly, there’s not one moment. It’s when you see something you helped build still working when you step away. A program that’s still delivering. A team that’s still thriving. That’s when you know it wasn’t about you, and that’s the point.

Why are you where you are now, destination and career wise?

Because I never wanted to just promote places, I wanted to protect and position them for the long run. Wyoming’s a place where you can still shape the future without losing the past. That’s rare and it’s worth the work.

What would you like your legacy to be on this industry?

Legacy is never what I’ve worked toward; making a difference is. If along the way, we helped shift this industry from simply promoting places to responsibly managing them, and leaving communities stronger than we found them, that’s enough.

Photo Credit: Wyoming Office of Tourism

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