Our Shared Vision for Destination Stewardship in Colorado
Throughout the engaging planning process, stakeholders were asked when they would consider Colorado’s destination stewardship efforts to be successful. The hundreds of responses received were wide-ranging and inspiring, leading the CTO to craft the following vision statement that captures collective aspirations from across the state:
Destination stewardship in Colorado is a success when:
- Our tourism resources and experiences are protected
- Our residents benefit from and support the tourism industry
This vision reflects the multifaceted nature of destination stewardship, balancing environmental and economic sustainability with community engagement and visitor satisfaction. It emphasizes collective responsibility and prioritizes the needs of Colorado’s communities, natural resources, and cultural heritage.
Overview of Focus Areas
FOCUS AREA 1 – Industry Leadership and Support for Destination Stewardship
The first focus area highlights the pivotal role of the CTO and DMOs across the state in advancing destination stewardship. This section begins with Foundational Strategies tourism leaders should implement before engaging travelers in destination stewardship efforts. With these fundamentals established, consumer-focused strategies are structured around three phases of the traveler’s buying cycle.
FOCUS AREA 2 – Shared Stewardship of Tourism Resources
While some aspects of destination stewardship extend beyond the direct scope of the CTO and DMOs, discussions with various communities, agencies and experts identified existing programs in Colorado that align with common priorities. By collaborating with these entities, the tourism industry can strengthen its efforts, address challenges, and promote the sustainability of the state’s resources. The second focus area of the plan is organized around 10 essential shared tourism resources that are the foundation of Colorado’s tourism industry (listed in no particular order):