Introduction: During this phase, travelers immerse themselves in destination content and envision their ideal itineraries. With advancements in social media and user-generated reviews, this phase of the traveler buying cycle has shifted almost exclusively online. Colorado.com (the official consumer site of the CTO) and DoColoradoRight.com (the CTO consumer-facing microsite dedicated to destination stewardship), provide an opportunity to showcase Colorado’s natural beauty, unique experiences, rich cultural heritage, and commitment to sustainability. These platforms aim to attract potential visitors with compelling content that highlights Colorado’s welcoming atmosphere. Strategies include integrating destination stewardship into the state’s brand identity and targeted marketing campaigns, emphasizing responsible tourism practices, and positioning Colorado as a leader in sustainable tourism.

Goal: Through destination marketing efforts, seamlessly integrate the principles of destination stewardship to position Colorado as a unique and inviting destination that welcomes conscientious travelers. This approach fosters inclusivity, sustainability, safety, and a commitment to preserving our natural and cultural resources.

Objective: By 2035, enhance Colorado’s global position as a leader in destination stewardship by increasing stewardship-related pageviews on Colorado.com by 25% and boosting earned media coverage of Colorado’s destination stewardship by 50%.

Strategies

Dreaming 1: Prioritize Stewardship in Conjunction with the Colorado Brand

Marketing offers an opportunity to connect with travelers on issues that resonate with them. By embedding destination stewardship into Colorado’s brand identity, we can demonstrate our dedication to preserving the state’s natural and cultural resources, attracting visitors who value and prioritize these efforts. Industry leadership can highlight a collective commitment to sustainable and responsible tourism through national and international marketing and public relations (PR) efforts.

Tactics & Resources

  • Incorporate destination stewardship messaging in all marketing and public relations efforts
  • Create 2-3 Destination Stewardship campaigns per year; amplify at all touchpoints
  • Utilize photography and videography that embraces best practices
  • Apply for CTO competitive grants or co-ops to create campaigns around stewardship

Key Performance Indicators

  • Campaign impressions, engagements, and pageviews
  • Percentage of PR articles earned that highlight stewardship efforts

Role of the Tourism Industry

Integrate destination stewardship into marketing efforts to collectively promote a culture of responsible tourism that aligns with Colorado’s brand identity.

Potential Lead Partners

CTO

Potential Supporting Partners

DMOs

Dreaming 2: Target Visitors who Share Colorado’s Stewardship Values

As consumers increasingly seek more sustainable travel options, marketing strategies, budgets, and messaging should be aligned with market segments that deliver the most value while reflecting Colorado’s core value of stewardship. Marketing efforts can include promoting responsible behavior, dispersing visitors across the state, highlighting low-impact activities, and creating positive benefits for local communities.

Tactics & Resources

  • Utilize data analytics to craft marketing efforts aimed at travelers who share stewardship values
  • Reach visitors showing intent to travel with stewardship messaging
  • Design itineraries that encourage exploration of lesser-known areas 
  • Showcase sustainable accommodations, conservation activities, and cultural experiences that support local communities

Key Performance Indicators

  • Campaign reach and impressions 
  • Consumer sentiment

Potential Supporting Partners

DMOs

Role of the Tourism Industry

Target travelers who share stewardship values thus amplifying the state’s message of sustainability and respect through individual marketing efforts.

Potential Lead Partners

CTO

Dreaming 3: Increase Awareness and Promotion of Colorado as an Accessible and Inclusive Tourism Destination

Accessible destination information provides all individuals, regardless of ability, the resources to plan their trips effectively and enjoy inclusive experiences tailored to their needs. This strategy involves creating a section on Colorado.com and other DMO websites to showcase accessible tourism experiences and services, such as wheelchair-friendly accommodations, transportation options, attractions with accessibility features, accessible dining options, and recreational activities.

Tactics & Resources

  • Develop audience personas and create targeted campaigns 
  • Promote authentic and appropriate assets to expand relevant information available on Ccolorado.com and DMO websites
  • Utilize CTO competitive grants, co-ops, and Destination Development programs to promote offerings

Key Performance Indicators

  • Number of Colorado destinations that have detailed accessibility information available
  • Percentage of grant dollars awarded to promote accessible and inclusive tourism information
  • Increased perception and awareness of CO as an accessible destination
  • Percent of travelers who had travel party member with disabilities

Role of the Tourism Industry

Contribute to the creation and distribution of a comprehensive resource of accessibility information, providing a more inclusive Colorado experience for every visitor.

Potential Lead Partners

CTO

Potential Supporting Partners

DMOs, CPW, NPS, BLM, USFS