CTO Partners with Colorado Green Business Network to Increase Sustainability in Tourism
New Collaboration Helps Tourism Partners Cut Costs and Protect the Planet
The Colorado Tourism Office (CTO) has launched a new partnership with the Colorado Green Business Network (CGBN) aimed at encouraging tourism businesses to adopt sustainable practices. An initiative of the Colorado Department of Public Health and Environment, CGBN certifies businesses that make the move toward the goal of true, operational sustainability.. The collaboration brings together tourism leaders such as Evergreen’s sustainable coffee producer, Bivouac Coffee by Nature, and Arapahoe Basin Ski Resort in Dillon, who are already seeing the benefits of CGBN’s certification.
The CTO and CGBN partnership empowers Colorado’s tourism businesses to mitigate the industry’s contributions to climate change, a strategy in the CTO’s Destination Stewardship Strategic Plan. Businesses also identify ways to lower their costs, improving their profits.
During a recent CTO webinar titled “Supporting and Promoting Green Tourism Businesses in Colorado,” participants learned about the benefits of adopting sustainable business practices and the advantages of achieving CGBN certification. In 2024, 179 organizations in Colorado earned CGBN certification, collectively saving 20 million kilowatt-hours of electricity and 216 million gallons of water through completed projects in 2023 alone.
How the Partnership Benefits Tourism in Colorado
The CTO and CGBN partnership strengthens Colorado’s reputation as a premier sustainable travel destination, tapping into a growing global trend where travelers seek environmentally responsible locations. Countries such as Costa Rica, Australia and Hawaii have gained international recognition by establishing strong sustainability certification programs through organizations like the Global Sustainable Tourism Council® (GSTC), which sets global standards for sustainable tourism.
One of the GSTC criteria for destinations recommends that organizations like the CTO support businesses in adopting sustainable practices. The CTO is leveraging existing resources, connecting Colorado’s tourism businesses with the CBGN’s trusted process.
By partnering with an established program, Colorado tourism businesses gain access to CGBN’s network of certified businesses and can share best practices throughout the tourism industry. This extended network will support Colorado communities, preserve natural resources and drive resilient economic growth—key pillars of the CTO’s destination stewardship goals.
The Certification Process: Support and Recognition
Business participation in the CGBN involves a two-pronged approach. CGBN provides on-site and off-site technical assistance, including opportunity assessments and comprehensive reports with recommendations for reducing energy and water usage, along with suggestions for improving waste management and transportation practices. Additionally, CGBN offers coaching and connects businesses with partners who can provide additional support, including access to information on rebates and grants.
Second, businesses can apply for certification in the program at one of three levels: bronze, silver or gold. However, businesses can still be part of the CGBN community without full certification, gaining access to valuable resources wherever they are at in their sustainability journey.
Why Certification Matters
Both the CTO and CGBN emphasize the many advantages of certification. By completing the CGBN certification process, businesses can deepen their understanding of sustainable practices and improve resource management. Certification helps companies save on utilities, reduce carbon emissions and align with employee values, especially among younger workers who prioritize sustainability.
Certified businesses also gain a marketing edge. In California, for example, 42% of certified businesses reported an increase in sales. CGBN-certified businesses benefit from visibility through window decals, press support and letters of recommendation that can assist with grant applications for sustainability projects. The CTO’s partnership with CGBN will further raise awareness of and celebrate these businesses, helping to amplify the message of sustainability.
Success Stories from the Webinar: How CGBN Certification Has Helped Two Colorado Businesses
René Steenvoorden, founder of Bivouac Coffee by Nature in Evergreen, shared his experience during the CTO webinar. Steenvoorden’s sustainable coffee company, which sources naturally sun-dried and responsibly roasted beans, was already focused on minimizing its environmental impact. However, the CGBN’s data-driven audit helped identify additional ways to improve operations and reduce energy usage. Steenvoorden also noted that being part of the CGBN community has broadened his network, making his business more of a destination for eco-conscious consumers.
Steenvoorden’s business is a public benefit corporation and a 1% for the planet company. Still, he said, the CGBN’s external data-driven audit led his team to alternative ways to improve their operations that they would not have thought of otherwise. Steenvoorden also found that the CGBN community improved his network for partners, vendors and suppliers—and that his coffee shop is becoming more of a destination.
At Arapahoe Basin Ski Resort, Sustainability Manager Mike Nathan highlighted the significant savings the resort has achieved through CGBN certification. Energy-efficient lighting retrofits saved approximately $100,000, and water conservation efforts have paid off with a solid return on investment. Nathan also pointed out that CGBN certification is accessible to businesses of all kinds, even those not typically focused on sustainability, such as factories. He emphasized that the program inspires both employees and customers to advocate for sustainability, creating a ripple effect that reaches visitors across Colorado, from Denver International Airport to ski resorts like Arapahoe Basin.
Share Your Success Story
Do you have a Colorado destination stewardship success story to share? Please reach out to the CTO and share your impactful work. We would welcome the opportunity to highlight the ways you are protecting our legacy of natural wonders, communities and cultural heritage for generations to come.
