National Park marketing went too hard

May 22

What used to be a collection of pristine wonders are now a coalition of over-trafficked amusement parks.

Billboard with the text "Wish you weren't there" overlaying a photo of Yosemite national park — Illustration designed by Carolina Vargas

It’s said that the US National Parks are the embodiment of natural wonder. Millions of individuals have embraced this belief by visiting our 63 pristine, vast, and unique national parks. But where does the natural enticement end and the marketing machine take over?

With over 10 million collective followers on Instagram, Facebook, and X, formerly known as Twitter, the National Park Service (NPS) is no stranger to social marketing. They have convinced Americans and tourists alike that these places of natural beauty are ripe for exploring. A contagious story that has spread like wildfire—causing a slow burn that’s leading to entry restrictions, dangerous overused infrastructure, and park closures for rehabilitation. All because the NPS is too good at convincing the masses to visit.

The expansive marketing and social presence behind national parks are singlehandedly clashing with their own intent to preserve nature and inspire generations. National parks are not overrated, they are overbranded.

The product photography of national parks is too damn good.

Think about it. Countless park photos flood the internet in a blitz of activity every year. Whether that’s your friend, coworker, or favorite influencer posting about their trip to Yosemite or the Redwoods. But even before social media, parks have been proficient at showcasing their “products” through iconic photography. The first postcards of Yellowstone (our first national park) were released in the early 1900s and postal stamps closely after. Sure, these places are beautiful to look at—but once you actually arrive, are you truly building a connection to the landscape? Or are you staring at the backside of another tourist with a selfie stick? The NPS might be crushing its awareness marketing, but their user experience is headed downhill.

Now let’s talk branding.

Quick, imagine a park ranger. I bet the person who came to mind is wearing a wide brimmed hat, boots, and a vest. Park rangers are as recognizable, maybe more so, than an Amazon Prime truck or BestBuy attendant. And that’s not all, the NPS uses a distinctive sign style and color across the nation which tourists flock to in an effort to snap the perfect photo. Not to mention the gift-shop, where visitors can purchase National Park branded swag just as iconic as a new pair of Crocs.

At the end of the day, the NPS is a beast when it comes to marketing. Let’s give it that recognition. But we’d be foolish not to see how the impact of this marketing success might actually be in direct conflict with the National Park Service’s most important brand value—to preserve and protect the natural wonders that make up our national parks.