CTO and CPW Campaigns Champion Water Safety and Healthy Colorado Waters
Campaigns encourage guests to Do Colorado Right and prevent the spread of invasive species
The Colorado Tourism Office (CTO) and Colorado Parks and Wildlife (CPW) are leading joint efforts to keep Colorado’s rivers and lakes both safe and pristine. These initiatives are part of a broader strategy outlined in the CTO’s Statewide Destination Stewardship Strategic Plan to expand CTO “Do Colorado Right” campaigns on public lands, promote guided recreation opportunities, enhance water conservation and protect water quality.
Do Colorado’s Waters Right
As part of its ongoing Do Colorado Right campaign, the CTO has launched engaging videos featuring social media influencer Patty Borner and her adventurous dogs, River and Everest. These fun, informative clips promote key water safety tips:
- Hire a licensed guide for river adventures
- Always wear a properly fitted life vest
- Stay 70 steps away from the water when nature calls
These videos align with the campaign’s broader goal to educate visitors on sustainable travel practices—such as respecting fire bans, staying on trails and keeping wildlife wild. Tourism partners statewide are encouraged to share the videos to amplify these messages.
Protecting Colorado’s Waters from Invasive Species
CPW’s new Be a Pain in the ANS campaign takes aim at the spread of aquatic nuisance species (ANS), such as zebra mussels, which threaten both natural ecosystems and human infrastructure. While motorized boats are already subject to inspection, the campaign now urges non-motorized users—like kayakers, paddleboarders and anglers—to also clean, drain and dry all equipment before entering Colorado waters.
To make prevention easier, CPW is installing 16 new solar-powered self-cleaning gear stations statewide.
Why It Matters
Invasive species damage habitats, clog irrigation systems, and can compromise drinking water and agricultural production. Once established, they are extremely difficult to eradicate. CPW drained Highline Lake in 2024 in an attempt to stop the spread of zebra mussels—highlighting the urgency of prevention.
Creative Outreach
The Be a Pain in the ANS campaign uses bold visuals to drive home its message: mussel-filled glasses of clean water, Colorado wine, craft beer, Palisade peaches and Olathe corn. These are targeted toward specific audiences throughout the year. Materials will be distributed via posters, lifestyle magazines, social media and educational outreach at rafting sites. Water providers are also helping to deliver the message directly to customers.
“We are asking everyone to spread the word,” said CPW marketing coordinator Debbie Lininger. “By sharing the toolkit, tagging our posts, or educating a neighbor, every action counts.”
Join the Effort
Tourism partners and community organizations are invited to share campaign materials and promote responsible water recreation.
Share Your Success Story
Do you have a Colorado destination stewardship success story to share? We encourage you to send it to us. Please contact the CTO and let us know how you are protecting our natural wonders, communities and cultural heritage for generations to come.
