Collaboration for Place: The Roaring Fork Valley’s Tourism Network Model

In 2021, five tourism organizations in Colorado’s Roaring Fork Valley came together to form the Roaring Fork Valley Destination Alliance (RFVDA)—the first regional tourism network coalition of its kind in the state. This pioneering alliance was created to align tourism with community values and environmental preservation while developing collaborative solutions to industry challenges and advancing destination stewardship opportunities.

The RFVDA formalized long-standing partnerships between the Aspen Chamber Resort Association (ACRA), Snowmass Tourism, Basalt Chamber of Commerce, Carbondale Tourism and Visit Glenwood Springs. Collectively, they represent the 40-mile stretch of the valley from Aspen to Glenwood Springs, uniting diverse communities and attractions under one shared vision.

Supported by the Colorado Tourism Office’s Destination Development program, the alliance works to build long-term resilience in the state’s tourism industry through a regionally coordinated approach. Together, the partners share a mission to champion the Roaring Fork Valley as a wonderful place to live, work and play—while unifying messaging that promotes responsible visitation and highlights tourism’s value across the region.

The alliance has identified three key priorities:

• Encouraging Responsible and Respectful Use: Promoting positive visitor behaviors in outdoor spaces and supporting stewardship of public lands.
• Championing the Value of Tourism: Celebrating the economic, cultural and community benefits of tourism while advocating for residents’ quality of life.
• Improving Crisis Communications: Coordinating timely, accurate information for visitors during natural disasters or other emergencies.

One initiative that brings this mission to life is Regenerative Roaring Fork—a series of conservation projects that invite visitors to give back to the places they explore. In partnership with Roaring Fork Outdoor Volunteers, travelers can participate in trail maintenance, habitat restoration and other hands-on stewardship activities that deepen their connection to the region’s natural resources. To further highlight the benefits of tourism, RFVDA has also compiled economic impact data and key talking points to educate the community about tourism’s role in supporting local livelihoods and quality of life.

By uniting regional tourism partners under a common vision, the RFVDA is setting a new standard for destination stewardship in Colorado. Their collaborative model demonstrates how tourism can remain a positive force—one that supports local communities, protects natural assets and fosters a thriving future for the entire valley.

Trail maintenance project.
Photo credit: Roaring Fork Outdoor Volunteers 

Restoration project at Coffman Ranch.
Photo credit: Roaring Fork Outdoor Volunteers 

Roaring Fork Valley Destination Alliance as a Public-Private Partnership 

The Roaring Fork Valley Destination Alliance (RFVDA) brings together a group of destination organizations, each representing a collaborative effort that unites local governments with private sector businesses to collaboratively manage and steward tourism in their respective communities. Here’s a breakdown of the partnerships and how they work together to support regional destination stewardship. 

Local Public-Private Partnerships

Each local destination organization within the Roaring Fork Valley represents a partnership model where:

• Local governments collect bed taxes or lodging taxes from hotels and accommodations.
• These funds are allocated to the destination organizations, empowering them to manage tourism development, marketing and stewardship initiatives.
• The organizations act as essential links between the public sector (local governments) and private businesses, fostering collaborative and strategic management of local tourism resources.

Regional Public-Private Partnerships

By working together, the Roaring Fork Valley Destination Alliance (RFVDA):

• Unites the five local destination organizations into a cohesive regional partnership.
• Enables collaboration among local governments across Aspen, Snowmass Village, Basalt, Carbondale and Glenwood Springs.
• Brings together the regional tourism industry to support shared priorities such as sustainability, crisis communications and economic resilience.
• Amplifies collective messaging and stewardship efforts for greater regional impact.
• Leverages regional resources to initiate broader-scale projects such as Regenerative Roaring Fork, benefiting the entire valley community.

How They Work Together

• Shared planning and decision-making on how to welcome visitors sustainably.
• Joint initiatives, such as the Regenerative Roaring Fork project, where private tourism dollars and public land management align.
• Coordinated messaging and emergency communications, benefiting both the public (safety, resource protection) and private (visitor satisfaction, business continuity) sectors.
• Pooled resources—grant funding, staff time, marketing dollars—from both public and private sides.

This collaborative, public-private approach to destination stewardship matters deeply because it demonstrates how tourism can be a powerful force for good—supporting local economies while upholding community values. By aligning the success of the tourism industry with the well-being of residents and the protection of natural and cultural resources, the Roaring Fork Valley Destination Alliance sets a precedent for sustainable tourism management in Colorado and beyond. Through shared goals, collective action and intentional communication, the alliance is fostering a tourism model that balances quality visitor experiences with long-term regional resilience—ensuring that the Roaring Fork Valley remains a vibrant and cherished place to live, work and visit for generations to come.

Header Photo credit: Roaring Fork Outdoor Volunteers