Introduction: In this phase, travelers refine their itineraries by researching specific activities, accommodations, and transportation options. Industry leaders play a crucial role by offering comprehensive resources to help travelers make informed choices while promoting responsible visitation. From recommending certified green businesses and low-impact transportation options to highlighting accessible trails and Do Colorado Right messaging, we aim to guide travelers toward responsible and sustainable choices for their Colorado trip.

Goal: Empower travelers by providing comprehensive, accurate, and easily accessible information, inspiring them to make well-informed decisions that align with Colorado’s values of destination stewardship, inclusivity, and sustainability.

Objective: By 2035, increase the accessibility and reach of Colorado’s tourism information resources to provide travelers with stewardship-aligned, comprehensive planning tools during their visit preparation.

Strategies

Planning 1: Encourage Travelers to Do Colorado Right Before Arrival

The Do Colorado Right campaign educates travelers on the importance of destination stewardship and encourages responsible behavior. Ongoing collaboration between industry leaders and state and federal agencies in developing and promoting this messaging is vital for inspiring both visitors and residents to embrace safe and sustainable travel across Colorado.

Tactics & Resources

  • Create 2-3 stewardship campaigns per year
  • Incorporate messaging into content used for planning such as visitor guides, Colorado.com, and social media
  • Create seasonal and customized messaging to address varying need areas

Key Performance Indicators

  • Campaign reach impressions
  • Consumer sentiment

Role of the Tourism Indusry

Share the Do Colorado Right campaigns through owned channels and join the Care for Colorado Coalition to assist with the widespread dissemination of messaging.

Potential Lead Partner

CTO

Potential Supporting Partners

DMOs, Care for Colorado Coalition, DMOs, CPW, NPS, BLM, USFS, Colorado Avalanche Information Center (CAIC)

Planning 2: Develop and Amplify Local Do Colorado Right Campaigns and Messaging

The CTO is dedicated to equipping destinations with the tools, resources, case studies, and education necessary to adapt Do Colorado Right messaging to a local context. In collaboration with DMOs, local governments, and environmental organizations, this strategy aims to enhance destination-specific stewardship efforts across the state under the unified Do Colorado Right platform.

Tactics & Resources

  • Encourage partners to utilize existing Do Colorado Right assets or adapt them to the local context
  • Showcase best practices in localized campaigns
  • Apply for CTO competitive grants or co-ops
  • Utilize the CTO’s Destination Development program

Key Performance Indicators

Number of destinations that have adapted and implemented the Do Colorado Right campaign to reflect local stewardship needs

Role of the Tourism Indusry

Collaborate in tailoring and promoting localized Do Colorado Right campaigns, enhancing the effectiveness of destination stewardship messaging across Colorado.

Potential Lead Partner

CTO

Potential Supporting Partners

DMOs, Care for Colorado Coalition, CPW, Local Governments

Planning 3: Recognize Businesses and Destinations with a Commitment to Destination Stewardship

Highlighting businesses and destinations that prioritize sustainability and inclusivity is key to aligning Colorado’s tourism offerings with the values of conscientious travelers. Industry leadership can recognize businesses that are participating in certification programs like the Colorado Green Business Network (CGBN) by displaying their membership levels or certifications on Colorado.com and DMO websites.

Tactics & Resources

  • Leverage the Care for Colorado Coalition to recruit businesses and destinations to support stewardship efforts and participate in certification efforts
  • Update the business listing on destination websites to showcase stewardship efforts
  • Prioritize utilization of certified businesses in familiarization trips and other marketing efforts

Role of the Tourism Indusry

Pursue sustainability certifications and inclusivity practices, becoming part of a categorized network that attracts conscientious travelers.

Key Performance Indicators

Number of certified green businesses and sustainable destinations promoted on Colorado.com and destination websites

Potential Lead Partner

CTO

Potential Supporting Partners

DMOs, CGBN, Walking Mountain Science Center, Mountain IDEAL, Green Destinations