Crowd-free is new luxury in tourism as North Dakota promotes its open spaces

North Dakota’s new tourism marketing campaign is promoting what the sparsely populated US state has plenty of: elbow room. Among the least-visited states in the nation, North Dakota’s tourism agency unveiled a $2.9 million campaign touting the state’s wide-open spaces, and outdoor recreational opportunities. Tourism Division Director Sara Otte Coleman said the state’s slogan is now, “Don’t follow the crowds — follow your curiosity.” In an age when many destinations are fighting "overtourism" and trends that are pointing to ever more travelers, destinations are now betting that space, privacy and originality sells. It's a good bet.