Investing in Colorado’s Essential Tourism Workforce
How leadership, education, and branding are building a resilient career pipeline for Colorado
The workforce is the backbone of Colorado’s tourism industry, with every professional, from ski lift operators to culinary experts, shaping the traveler experience and driving the state’s economic sustainability. However, the industry faces significant hurdles in recruitment and retention. Recognizing that a skilled and motivated workforce is vital for continued competitiveness, the Colorado Tourism Office (CTO) serves as a lead partner in implementing workforce strategies designed to foster a resilient, skilled, and diverse professional community.
Fostering Leadership through the Tourism Leadership Journey
Central to the CTO’s efforts is the Colorado Tourism Leadership Journey, a year-long professional development program that has been operating for over five years. Designed for managers and career professionals looking to take the next step in their careers, the program connects industry leaders from across the state to strengthen leadership skills not only for the benefit of the participants, but also for their employers and communities. Participants will:
- Build leadership skills, creative team problem-solving skills, listening and communication skills, and more
- Develop relationships and networking pathways within the Colorado tourism industry
- Participate in transformational, experiential learning opportunities around the state
- Increase knowledge and understanding of the Colorado tourism industry
- Engage with alumni after the program concludes
By providing mentorship and specialized training, the Leadership Journey creates clear pathways for upward mobility, which is essential for increasing job satisfaction and retention.
Scaling Education with CTO Learning Labs
To provide accessible online training for the entire industry, the Colorado Tourism Office manages the CTO Learning Labs. This online platform offers free modules on specialized topics such as agritourism, astrotourism, destination stewardship, and other emerging areas of interest. The platform is currently being revitalized to enhance user experience, expand course offerings, and better align content with evolving industry needs—positioning it as a more dynamic and responsive professional development resource for tourism stakeholders statewide.
A key feature of this initiative is the destination-specific learning labs, which help local partners train frontline tourism professionals, such as concierges and tour operators, on how to effectively answer the common visitor question, “What is there to do around here?” This ensures that even seasonal or entry-level workers are equipped with the knowledge to provide exceptional service and promote responsible traveler behavior.
Rebranding the Industry: Careers That Take You Places
A major strategic priority is to build the brand of working in tourism, shifting the public perception of tourism jobs from temporary roles to rewarding, long-term careers. In 2024, the CTO launched the Careers That Take You Places marketing campaign. This campaign uses high-energy social media spots to showcase the diversity of roles available in the sector, including marketing, guiding, and destination stewardship. By highlighting personal stories and linking to statewide job sites, the CTO is actively working to address workforce shortages and attract the next generation of talent.
Bridging the Gap: The Colorado Tourism Research Network
Successful workforce strategies also rely on bridging the gap between higher education and the private sector. The CTO is currently exploring the development of the Colorado Tourism Research Network, a collaborative hub intended to align academic research with the industry’s needs. This network aims to:
- Establish a statewide tourism research hub aligned with the Destination Stewardship Strategic Plan (DSSP) Key Performance Indicators
- Bridge the science-policy gap through data sharing and stakeholder collaboration
- Support competitive funding by identifying strategic grant opportunities
- Advance teaching excellence through DSSP-informed curricula and field-based research
- Cultivate emerging scholars via research placements and internship pathways
An inaugural meeting of the Colorado Tourism Research Coalition was held in the spring, marking the formal launch of this collaborative initiative and the beginning of a new chapter in aligning research, education, and industry across the state.
Through these multifaceted efforts, the CTO continues to invest in the people, partnerships, and knowledge systems that sustain Colorado as a world-class destination. From workforce marketing campaigns to professional development platforms and now a statewide research coalition, the Office’s comprehensive and forward-thinking approach sets a strong model for tourism workforce development and stewardship leadership nationwide.
