Introducing the CTO’s Destination Stewardship Strategic Plans
How This Groundbreaking Effort Can Benefit Your Community
The Colorado Tourism Office is proud to introduce the Destination Stewardship Strategic Plans, a forward-thinking approach to tourism that prioritizes the needs of Colorado communities.
These plans—a statewide plan and eight regional plans—provide a strategic framework for fostering destination stewardship. Developed over a year of collaboration with 1,000 partners across Colorado, they offer a path for sustainable tourism that benefits both residents and visitors.
This update outlines the concept of destination stewardship, explains the strategic plans, and highlights ways for businesses and individuals to get involved. Let’s explore the key questions and how you can help shape Colorado’s tourism future.
What is Destination Stewardship?
Destination stewardship is a collaborative, community-centered approach to tourism designed to enhance residents’ quality of life and experience for visitors while protecting and supporting our environment, communities, and cultural heritage.
Why is Destination Stewardship Needed?
In addition to receiving positive economic benefits from tourism, many of Colorado’s tourism destinations face critical challenges due to rising visitation and climate change.
Recognizing these complexities, the CTO and its partners are actively working to mitigate any of tourism’s negative impacts while bolstering the tourism economy. These plans provide a clear roadmap for guiding the industry toward a more sustainable future.
How Were the Plans Developed?
More than 1,000 destination stewardship partners and tourism industry stakeholders—including Colorado residents—took part in online webinars and meetings, attended over 30 workshops and roadshow events across the state, took part in one-on-one research interviews, or completed a research survey, sharing more than 2,500 insights that shaped the final strategy.
The CTO offers sincere thanks to each person who collaborated to ensure these plans reflect the diverse perspectives and priorities of Colorado’s communities. Special recognition is extended to the members of the Destination Stewardship Council, industry thought leaders whose guidance and expertise steered the process with wisdom and foresight.
What Do the Plans Achieve?
The plans guide destination stewardship through collaboration with industry thought leaders, stakeholders, state and federal agencies, communities, and residents. The goal is to foster private and public partnerships, build on existing work, and ensure sustainable tourism across Colorado.
Diversity, Equity, Inclusivity, and Accessibility (DEIA) are core principles in the CTO’s approach to Destination Stewardship and are embedded in all of the plans.
The Destination Stewardship implementation strategies are organized into two focus areas.
- Focus Area 1: Industry Leadership and Support for Destination Stewardship
- Outlines how the CTO, destination management organizations, and industry associations will provide industry leadership in destination stewardship, engaging visitors through all stages of the traveler buying cycle.
- Focus Area 2: Shared Stewardship of Tourism Resources
- Provides a blueprint for all stakeholders, enhancing collaboration within ten categories of tourism resources, including communities, the environment, wildlife, and local tourism businesses.
You are encouraged to view the plans on CTOStewardship.com.
How Is the CTO Leading the Nation in Destination Stewardship?
The CTO has pioneered a tourism-led approach to coordinating destination stewardship at the state level in the United States. Through this effort, the CTO has
- Established the first dedicated destination stewardship department within a U.S. state tourism office.
- Developed statewide and eight regional destination stewardship plans to guide state tourism.
Who Can Advance Destination Stewardship?
Tourism businesses and attractions are vital in bringing these plans to life. By engaging visitors, industry partners can promote environmental preservation, cultural respect, and sustainable practices.
The success of these destination stewardship initiatives relies on strong collaboration between the tourism industry and its partners. The industry is committed to working with local governments, tribal entities, land managers, state agencies, non-profits, and community organizations to advance destination stewardship across Colorado. Through coordinated efforts, we can implement the strategies outlined in the plans more efficiently, maximizing their impact.
By embracing and applying these strategies, Colorado’s tourism industry can transform visitors into stewards. Your expertise, collaboration, and dedication are essential to the success of destination stewardship in the state.
What Does Success Look Like?
Destination stewardship in Colorado is a success when
- Our tourism resources and experiences are protected and
- Our residents benefit from and support the tourism industry.
Destination stewardship success will be measured by established and trusted key performance indicators, including those that various state agencies already collect.
How Do I Get Involved?
Visit CTOStewardship.com to explore the plans and find strategies tailored to your community’s needs.
The CTO website will feature stories from communities that have successfully implemented destination stewardship initiatives. We hope these examples will provide ideas you can replicate in your own community and inspire new ways to leverage tourism as a force for good. If you have a success story or an example of destination stewardship in action, please share it with us. Your insights are invaluable as we continue to refine our approach and inspire others.
Submit a Destination Stewardship Success Story to CTO
Sign up for updates, news, and funding opportunities related to Destination Stewardship in Colorado.
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