The investigation and learning phase of this plan highlighted the importance of preserving and enhancing the resources vital to the tourism industry—a priority shared by state, federal, and local partners, as well as residents. However, many of the destination stewardship priorities identified in this section extend beyond the direct mandate of industry leadership, including the CTO and the state’s various DMOs.

Discussions with state agencies, federal land managers, NGOs, and other stakeholders revealed many established programs in Colorado that align with the tourism industry’s destination stewardship priorities. This alignment presents an opportunity for the tourism industry to support and advance these efforts through collaboration, enabling a collective pursuit of a shared stewardship approach. By working together, we can address identified challenges and strengthen existing programs, leveraging tourism as a force for good.

This section of the plan highlights 10 key tourism resources essential to Colorado’s tourism industry, outlining destination stewardship strategies aimed at engaging the industry and supporting partners:

• Communities – The towns and cities that offer their own unique charm, cultural heritage, and natural beauty for visitors and residents.
• Outdoor Recreation – Activities such as hiking, camping, cycling, rafting, skiing, snowboarding, hunting, fishing, and wildlife viewing that attract adventurers and nature enthusiasts from around the world.
• Wildlife and Biodiversity– The diverse ecosystems and species that provide enriching tourism experiences while contributing to the long-term health and vitality of our planet.
• Cultural Heritage – The shared customs, traditions, beliefs, values, practices, arts, and artifacts passed down through generations.
• Arts and Creative Industries – The visual and performing arts, music, film, design, literature, crafts, digital media, and other creative endeavors that offer diverse attractions and celebrate the state’s cultural identity.
• Local Tourism Businesses and Organizations – Hotels, restaurants, transportation providers, breweries, shops, and other entities that provide essential services, enrich visitor experiences, and drive economic growth within the community.
• Transportation – The network of airports, highways, buses, trains, and other infrastructure that ensure connectivity throughout the state.
• Agriculture and Food – The intersection of agriculture and tourism through restaurants, breweries, wineries, cideries, agritourism experiences, and agricultural products that highlight the state’s food and beverage industry.
• Workforce – The professionals whose dedication and expertise provide a welcoming destination, shape positive visitor experiences, and can influence responsible behavior.
• Climate – The weather and atmospheric conditions crucial for preserving biodiversity, ensuring sustainable ecosystems, and protecting the well-being of current and future generations.

For each key tourism resource, we outline the goals, indicators, and strategies, identifying potential lead partners and supporting partners.This collaborative approach highlights the importance of statewide alignment in stewardship efforts. It recognizes that although the CTO or DMO partners might not lead these initiatives, the tourism industry can significantly contribute by facilitating partnerships and supporting existing programs.