In addition to the hundreds of regionally-specific initiatives touching on aspects of the tourism industry, several statewide plans were consulted for alignment opportunities, including:

These plans share common goals of conservation, outdoor recreation, and climate resilience. The Destination Stewardship Strategic Plan contributes to these efforts by addressing tourism’s impacts, influence, and benefits.

To support its implementation, the plan will leverage existing partnerships and coalitions such as the Colorado Outdoor Regional Partnerships Initiative, the Care for Colorado Coalition, the Inclusivity in Travel Coalition, and the Colorado Association of Destination Marketing Organizations (CADMO).

Guiding Principles

The CTO’s Destination Stewardship Guiding Principles, established in 2021, direct the organization’s ongoing stewardship efforts and were integral in establishing the framework for the plan:

  1. Foster a regenerative and community-focused approach to tourism
  2. Protect the integrity of Colorado’s natural and cultural resources
  3. Advance inclusiveness and pursue ways that Colorado can share a welcoming experience for all travelers

Alongside the core guiding principles above, the Colorado Outdoor Principles adopted by the Colorado Parks and Wildlife (CPW) Commission, also known as the SHIFT Principles, served as a framework for the plan. This set of seven principles advances a shared stewardship ethic by promoting both recreational enjoyment and thoughtful conservation of Colorado’s special places.

Principles of diversity, equity, accessibility, and inclusion (DEIA) are integrated throughout the plan. The CTO’s Inclusivity in Travel Coalition established the DEIA Guiding Principles of access, belonging, community, and courage to enhance the visitor experience and support the diverse communities that make Colorado a vibrant destination.