Introduction: During this phase, travelers have arrived in Colorado and are immersing themselves in the beauty and adventure of the state’s landscapes and attractions. This is a prime opportunity to enhance their experience by increasing awareness of destination stewardship at key touchpoints. By promoting Do Colorado Right, encouraging responsible outdoor recreation, engaging children in conscientious travel, and enhancing DEIA initiatives within destinations, we aim to deepen the connection between travelers and Colorado’s natural and cultural heritage, inspiring them to become stewards of the state’s resources.
Goal: Engage visitors in destination stewardship by promoting responsible interactions with local cultures and environments. Through educational signage and support from land managers, visitor centers, and the tourism industry, create impactful experiences that inspire travelers to become dedicated stewards of Colorado’s natural and cultural heritage.
Objective: By 2035, the majority of visitors to Colorado are exposed to the Do Colorado Right messaging ahead of and during their trip.
Strategies
Experiencing 1: Integrate the Practice of Land Acknowledgments into Various Touchpoints
This strategy aims to elevate recognition and respect for Native American heritage and land stewardship by integrating land acknowledgments across multiple tourism interactions, including digital platforms (websites and social media), physical locations (visitor centers and trailheads), events and promotional materials. By recognizing the traditional territories of Indigenous peoples, we honor their deep connection to the land and promote cultural awareness among visitors. While acknowledgment alone is a small gesture, it becomes significant when paired with authentic relationships and informed actions, contributing to a broader effort to correct the narratives and practices that have historically overlooked Indigenous history and culture.
Experiencing 2: Optimize Do Colorado Right Messaging at Points of Market Entry
Introducing travelers to Colorado’s stewardship values upon arrival and at various touchpoints is essential for setting expectations of responsible visitation. This strategy focuses on installing Do Colorado Right signage at major transit hubs, including international and regional airports, welcome and visitor centers, and public transportation routes. By doing so, this messaging stays top of mind for residents and visitors. Industry leadership can partner with key stakeholders such as Denver International Airport (DEN) and the Colorado Department of Transportation (CDOT) to promote sustainable and respectful behaviors.
Experiencing 3: Amplify Do Colorado Right Messaging for Colorado Residents
To strengthen the commitment to destination stewardship among Colorado residents, this strategy delivers Do Colorado Right messages through channels that effectively reach locals. Engaging residents at community events, through public media, and with local influencers, the strategy aims to cultivate a widespread culture of destination stewardship. This approach educates residents on responsible practices, empowering them to act as stewards and ambassadors of Colorado’s natural and cultural assets, while reinforcing the message to visitors.
Experiencing 4: Educate Children on the Importance of Destination Stewardship
Informing young travelers and residents about destination stewardship in Colorado fosters a long-term culture of respect and preservation for Colorado’s natural and cultural resources. By partnering with the Colorado Department of Education (CDE) and other educational institutions, industry leadership can develop interactive materials designed specifically for youth to engage with as they experience destinations around the state (these may include workbooks, passports, or coloring books). These resources aim to embed sustainable and responsible travel values early on, helping to foster a culture of stewardship from a young age.
Experiencing 5: Influence Visitor Behavior at Key Locations
This strategy involves a collaborative effort between the CTO, DMOs and various partners such as Colorado Parks and Wildlife (CPW), local businesses, visitor centers, museums, and local governments to deliver messaging that encourages visitors to Do Colorado Right at key locations. For example, informative signs at popular trailheads, businesses, and attractions will direct visitors toward more responsible behaviors.
Experiencing 6: Encourage Support for Destination Stewardship Among Travelers
This strategy seeks to build community, enhance support, and raise funds for local conservation projects and stewardship initiatives among visitors. The proposed ‘Friends of Colorado’ membership or an ambassador program would complement existing ‘Friends of’ initiatives, like Friends of Lake County, by engaging travelers with Colorado’s diverse destinations and conservation efforts. Additionally, a Do Colorado Right Ambassador Program, leveraging local social media influencers could reach travelers through social media platforms and encourage responsible behavior in our destinations.