Community Input Guides Strategy at Visit Ouray
Do Ouray Right messaging and ambassador programs grew from community feedback
In addition to the ice-climbing adventures and rejuvenating hot springs that make Ouray famous, Visit Ouray is gaining recognition for its innovative approach to community engagement. By gathering valuable local feedback, this destination has developed visitor campaigns and ambassador programs that align with community goals, support local business owners and foster community buy-in. The destination has become a case study of how small tourism departments can leverage Colorado Tourism Office (CTO) programs to protect natural wonders and support sustainable growth.
Visit Ouray’s efforts exemplify the first strategy in the CTO’s Destination Stewardship Strategic Plan for the Mountains and Mesas region: Encourage responsible visitation and stewardship. The destination’s initiatives also support strategies from the CTO’s Statewide Destination Stewardship Strategic Plan (DSSP), to prioritize local community involvement in tourism planning and to champion the value of tourism.
Engaging Visitors in How to Do Ouray Right
At Visit Ouray, a new collection of videos positions the mountain town as a year-round destination, while advising visitors on Do Ouray Right principles to keep in mind. Noting that “the climb is always better when you know the ropes,” the videos educate viewers on the importance of staying on the trail, how to put out campfires, planning ahead for weather, packing out waste and more.
Growing out of community input, the videos are highly tailored to the area’s needs. Months after Visit Ouray hired its first tourism and destination marketing director, the destination held a community visioning and action planning workshop in the fall of 2022 while visitor numbers were high due to the pandemic.
The CTO helped facilitate this community engagement, as Visit Ouray was chosen to participate in a CTO Destination Development program. Workshop participants, including local land managers, business owners and residents, identified priorities for visitor education, including guidance on recreating responsibly and on being patient and kind at businesses in town.
Ultimately, Visit Ouray launched a Do Ouray Right messaging campaign, which modified Care for Colorado Leave No Trace principles to fit the area’s specific needs, as well as a visitor guide. The CTO’s Reimagine Destinations program helped Visit Ouray to create campaign assets and the guide.
Building on these efforts, Visit Ouray received a CTO Tourism Management Grant to launch a Do Ouray Right ambassador program. Starting in July 2023, staff and volunteers met visitors on the trails twice a month, bringing a tent with Do Ouray Right branding, trash bins, water, maps and WAG Bags. They recorded how many people they met and which supplies people took, to identify needs. Team members also greeted residents and explained why and how Visit Ouray was protecting natural assets.
In 2024, the destination used budgeted funds to create Do Ouray Right videos. The CTO’s Tourism Social Media Co-op, which provided a 1:1 match on ad costs, helped share the videos with a wider audience on the Visit Colorado social platforms. To reach guests in person, the Ouray Visitor Center loops the videos on its iPad tablets. In 2025, additional marketing campaigns will continue to encourage visitors to Do Ouray Right.
Engaging Local Businesses in Visit Ouray’s Initiatives and Value
Visit Ouray further engaged its community through surveys and a workshop to develop a Tourism Strategic Plan in 2024, with support of the CTO’s Destination Blueprint Program. The plan outlines strategies to diversify visitor experiences, educate and manage tourists year-round, enhance the environment by sustainably protecting the community and its resources, and advance communication and collaboration.
From this effort, Visit Ouray developed extensive resources on the Ouray Business Partners page that empower businesses in their marketing and champion the value of tourism. Resources include photo and video assets for community and business use, CTO tourism research reports with data specific to Ouray, short-term rental data, grant opportunities, business promotion opportunities and more. These rich resources demonstrate how Visit Ouray benefits the community.
In January 2025, Visit Ouray will host a business owner workshop to highlight those vast resources and another invaluable tool—the Ouray Certified Concierge program, offered through the CTO’s Destination Learning Lab Program. This program offers localized online training that enables individuals and businesses, including front-line staff, to become ambassadors for the area. The training includes information on Ouray’s history and outdoor recreation, plus the value of tourism. Those who complete the learning lab can earn incentives, such as a shop window cling, an entry in a drawing for a gift certificate to a local business and a mention on Visit Ouray’s website and social media channels.
Throughout the remainder of the year, Visit Ouray will continue to expand its efforts to advance its strategic plan with support from the CTO’s Destination Development Mentor Program.
Learnings
To pursue similar projects at your destination, Visit Ouray Tourism and Destination Marketing Director Kailey Rhoten recommends starting with the community to learn what is a high priority. When planning videos, make sure you have enough budget, capture b-roll footage to use for future projects, invite a diverse mix of locals to be spokespeople and plan ahead to see if you can tap state funding. Check out Visit Ouray’s website and YouTube channel for examples of Do Ouray Right messaging.
For a concierge program, ask locals to share their expertise for the training material, and offer participants incentives for taking the program.
Share Your Success Story
Do you have a destination stewardship success story to share? We’d love to hear about the impactful work you’re doing in Colorado! Please reach out to the CTO and let us know how you’re making a difference.
