Implementation and Coordination Plan

The successful implementation of the Colorado Destination Stewardship Strategic Plan (DSSP) and its eight regional plans marks a new chapter in how Colorado approaches tourism, one that balances the benefits of visitation with the well-being of our communities, cultures, and natural resources.

In September 2024, the Colorado Tourism Office (CTO) launched the statewide DSSP alongside eight region-specific plans developed through a highly collaborative process involving over 1,000 stakeholders statewide. These plans provide a shared roadmap for making tourism a force for good over the next decade.

Today, the CTO is actively supporting the implementation of both the statewide and regional plans by:

  • Aligning CTO Programs and Resources

CTO is integrating the goals of the DSSP across its departments, aligning marketing, grantmaking, industry education, and destination development efforts with the plan’s strategies.

  • Leveraging Grant and Investment Opportunities

The CTO helps tourism partners pursue implementation by offering direct funding and connecting partners to other state and federal funding opportunities, including technical assistance and coordination with agencies such as Colorado Parks and Wildlife (CPW), Colorado Department of Transportation (CDOT), Colorado Department of Public Health and Environment (CDPHE), and others.

  • Facilitating Public-Private Partnerships

Through ongoing relationship building and regional convenings, CTO works to strengthen the partnerships essential to realizing destination stewardship strategies that are community-led and locally meaningful.

Leadership from the Destination Stewardship Council

The Destination Stewardship Council (DSC)—a diverse body of tourism leaders, agency representatives, conservation advocates, and community stakeholders—plays a pivotal role in implementation. Formed before the planning process, the DSC now serves as the steering committee guiding plan execution, meeting quarterly to:

  • Monitor progress on key strategies and indicators
  • Provide cross-sector coordination and thought leadership
  • Make recommendations to refine and improve implementation

Measuring Progress and Reporting Results

In early 2025, the Colorado Tourism Office launched the Destination Stewardship Research Project, a statewide initiative to strengthen how we measure the true impacts of tourism. This effort led to the creation of the Colorado Destination Stewardship Research Dashboard, a first-of-its-kind tool that unifies CTO’s economic and marketing data with a refined set of sustainability indicators.

Grounded in the UN World Tourism Organization’s Statistical Framework for Measuring the Sustainability of Tourism (SF-MST), the dashboard unites economic, environmental, social, and leadership dimensions into a single source. By consolidating information and presenting it through an interactive, public-facing platform, it provides a clear picture of how tourism influences Colorado’s economy, communities, culture, and natural resources.

Through this transparent, data-driven approach, the CTO and its partners are advancing a national model for destination stewardship—ensuring Colorado remains a vibrant, welcoming, and resilient place for both residents and visitors. View the dashboard

Working Together Through Coalitions

The CTO brings people and organizations together through statewide coalitions that support destination stewardship. These groups help align efforts, share resources, and make a bigger impact by working as one.

  • Do Colorado Right Coalition

Brings together land managers, tourism groups, and businesses to promote responsible recreation. Members share “Do Colorado Right” messaging, create new tools, and encourage visitors to care for Colorado.

  • Inclusive Travel Coalition

Works to make Colorado welcoming and accessible to everyone. Members share ideas, best practices, and resources to reduce barriers and support inclusive travel.

  • Colorado Tourism Researchers Coalition

Connects tourism researchers with industry partners to focus on shared priorities. This ensures research helps address real-world needs and supports stronger stewardship across the state.

  • Colorado Green Business Network

Through a partnership with the Colorado Department of Public Health and Environment (CDPHE), CTO encourages tourism businesses to join the Colorado Green Business Network (CGBN). This statewide program recognizes and supports companies that adopt sustainable practices. CTO helps spotlight these leaders through its marketing, showcasing how tourism businesses can contribute to protecting Colorado’s environment.

Learn more about these coalitions and how you can join.

Be Part of the Journey

The Colorado Destination Stewardship Strategic Plan is more than a roadmap; it’s a call to action. Implementation is already underway across the state, and every partner, business, community, and resident has a role to play in making tourism a force for good.

You can support implementation by:

  • Exploring our Implementation Updates for inspiration and real-world examples of stewardship in action
  • Sharing your own success story to highlight how you are advancing the plan’s strategies
  • Joining one of our industry coalitions to collaborate with peers and amplify impact
  • Accessing resources and tools designed to help bring stewardship to life in your community

Together, these efforts ensure that Colorado’s landscapes, cultures, and communities will thrive for generations to come.