Glossary of Terms

Engaging visitors in agricultural and rural activities, such as farm and ranching tours, orchards, and vineyards, aiming to provide visitor experiences while contributing to local economies.

The degree to which destinations, facilities, and services are easily approachable, usable, and enjoyable for individuals with disabilities.

The diverse range of species and landscapes that contribute to the natural appeal and ecological resilience of the area.

The maximum number of visitors an area can sustainably accommodate without causing significant negative impacts on the environment, cultural heritage, overall visitor experience, and resident quality of life.

The collective legacy of a community or society, including tangible and intangible aspects such as historical sites, artifacts, traditions, language, and customs passed down from previous generations that contribute to the identity, understanding, and appreciation of a particular culture.

Tangible and intangible elements within a destination that hold cultural, historical, or artistic value, serving as attractions for visitors and contributing to the overall cultural experience, including landmarks, artifacts, traditions, languages, and other elements that showcase the heritage and identity of a community.

A framework and set of principles aimed at fostering a more inclusive and equitable environment in various sectors, including workplaces, educational institutions, and communities. The CTO’s Inclusivity in Travel Coalition defined the Guiding Principles of DEIA to include:

• Access – Breaking down systemic visible and invisible barriers to lead to a place of belonging for all people.
• Belonging – The feeling of security, support, and empowerment when there is a sense of acceptance and inclusion experienced by people who experience discrimination based on identity.
• Community – A feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
• Courage – The ability to persevere and display strength through collaborative efforts to face and solve challenges.

Strategic planning and technical assistance designed to empower Colorado tourism industry partners to develop, manage, and promote visitor experiences that align with their competitive advantage as a destination and help protect their unique sense of place.

The coordinated management of all the elements that make up a tourism destination to enhance its overall appeal, success, and long-term sustainability.

Strategic planning and implementation of promotional activities to enhance the visibility, appeal, and overall attractiveness of a specific location or tourist destination to target audiences, attract visitors and drive tourism-related economic benefits.

An organizational entity that serves to initiate, coordinate, and manage activities within a destination including implementing tourism policies, strategic planning, product development, promotion, marketing, and convention bureau activities. Also referred to as a convention and visitors bureau (CVB) or destination organization (DO).

A collaborative, community-centered approach to tourism designed to enhance the quality of life for residents and the quality of experience for visitors, while protecting and supporting our environment, communities, and cultural heritage.

An individual or entity that actively takes on the responsibility of managing and preserving a destination’s natural, cultural, and socio-economic assets, with a focus on sustainable and regenerative practices, community engagement, and the long-term well-being of the destination for residents and visitors alike.

The practice or quality of including or involving people from a range of different social and ethnic backgrounds and/or different genders and sexual orientations.

Responsible travel to natural areas, including exploring Colorado’s outdoor wonders, with the aim of conserving the environment, sustaining the well-being of local communities, and fostering knowledge and understanding through interpretation and education.

Systems that fairly provide diverse opportunities and access for a wide range of people. For example, an equitable workplace mitigates or removes biases and barriers to entry (hiring), participation (retention), and growth (advancement).

The principle of fairness and justice, where everyone is given what they need to succeed and have equal opportunities. It involves addressing and rectifying imbalances and barriers that prevent some individuals or groups from having the same access to resources and opportunities as others.

The foundational environment where a wide range of people are welcomed for who they are and feel a sense of belonging. Inclusive cultures embrace individual differences among people — they do not require that everyone must be the same or that someone conform or assimilate to one norm to fit in.

The ongoing work undertaken by the CTO and destination management/marketing organizations in spearheading innovation, setting industry standards, and fostering collaboration among stakeholders to propel the sector forward.

The craft and artistry involved in the creation and production of beverages such as beer, wine, cider, spirits, and non-alcoholic drinks such as specialty coffees and teas. This concept emphasizes the skill, creativity, and innovation of artisans and producers who craft these beverages to achieve unique flavors, aromas, and experiences.

The issue that results when a popular tourist destination experiences an excessive and unsustainable influx of visitors, leading to negative impacts on the environment, local communities, and the overall quality of the tourist experience.

A paradigm shift that sees humans and nature as part of an interconnected living system, where tourism acts in service of the destination and the well-being of communities and the environment is emphasized above profit and growth.

Conscientious travel practices that prioritize the well-being of local communities, minimize environmental impact, and promote cultural understanding.

Engaging in leisure and outdoor activities in a conscientious manner, respecting natural environments, wildlife, and local communities, and promoting ethical behavior to minimize negative impacts while fostering a positive and respectful experience for all participants.

An indivisual who cares about and works to protect natural or cultural resources to support their preservation for future generations.

A collaborative approach to stewardship that emphasizes the importance of partnerships and alignment between all stakeholders to identify joint priorities and to pursue solutions that make a positive impact on our natural resources, communities and cultural heritage.

The act of engaging in the care and management of our natural resources, communities, and cultural heritage

An individual, group, organization, or entity that holds a vested interest or plays a role in the tourism industry.

Meeting the needs of the present without compromising the ability of future generations to meet their own needs.

Tourism activities conducted in a manner that seeks to minimize negative environmental, socio-cultural, and economic impacts, while promoting conservation, community engagement, and long-term well-being, ensuring that tourism can be enjoyed by present and future generations.

The activity of traveling to and staying in places outside one’s usual environment for leisure, recreation, or business purposes. It involves exploring new destinations, experiencing different cultures, and enjoying various attractions and activities.

The diverse assets and attractions within a destination that contribute to its appeal for visitors.

The collective group of enterprises that provide goods and services catering to visitors. The industry includes accommodations, transportation services, attractions, restaurants, tour operators, and other hospitality-related businesses. These entities facilitate and enhance the travel experience for individuals and groups, and are often supported collectively by a destination marketing/management organization.v

The series of stages individuals go through when making decisions about travel, including:

• Dreaming and Seeking Inspiration
• Planning and Research
• Booking and Reservations
• Experiencing
• Sharing