Tourism promotion represents popular public policy because of its focus on image improvement. After all, what politician would criticize efforts to “boost” the perception of one’s own state and advertise the resources that draw attention, visitation, and positive notoriety? Indeed, promoting tourism is a political nobrainer. But, political convenience does not necessarily convey long-term societal improvement. Does it make good policy sense from the standpoint of rural development? Are increased levels of tourism in the best interest of communities affected by tourists? Are the jobs created by tourism the types of jobs needed by people in rural America? This paper argues that states should move away from traditional “boosterism” approaches that focus simply on stimulating tourism demand toward more integrative planning frameworks that focus on the real costs and benefits of tourism growth.