Introduction: The benefits and impacts of tourism on communities are important factors for destination stewardship, as they directly influence the quality of life for residents and the unique character of Colorado’s cities and towns. Positive community impacts, such as increased employment opportunities, improved infrastructure, and strengthened local businesses, foster a supportive environment for tourism development. Conversely, negative impacts including housing challenges and traffic congestion can lead to resident dissatisfaction and potential conflicts with visitors.
Goal: Strengthen the relationship between the local tourism economy and community well-being by aligning tourism development and management with community needs, enhancing local character, and positively contributing to residents’ lives.
Objective: By 2035, at least 35 Colorado communities will have a localized destination stewardship plan and an organization actively supporting destination stewardship initiative
Strategies
Communities 1: Prioritize Local Community Involvement in Tourism Planning
Recognizing that many communities already incorporate diverse voices in shaping their futures, this strategy affirms and extends the commitment across all regions of Colorado. It promotes a collaborative approach where community members have a say in tourism development and management, with initiatives that reflect local values and contribute to enhancing quality of life.
- Establish community-led tourism advisory boards
- Host public forums and workshops
- Develop online engagement platforms
- Establish community feedback mechanisms
- Utilize the CTO’s Destination Development programs
Key Performance Indicators
- Number of community engagement sessions held to gather input on tourism planning
- Reduction in community-reported negative impacts of tourism as indicated in resident sentiment surveys
Role of the Tourism Industry
Participate with your local DMOs in creating tourism strategies that seek out diverse perspectives to preserve and celebrate community characteristics.
Potential Supporting Partners
CTO, Colorado Association of Ski Towns (CAST), Colorado Department of Local Affairs (DOLA), Local and Tribal Governments, Main Street partners
Communities 2: Increase Knowledge of the Value of Tourism for Residents
To bolster local understanding of tourism’s significant economic and social contributions, this strategy aims to expand efforts to highlight tourism’s role in supporting local businesses, creating jobs, generating taxes, and facilitating community development. By utilizing the data on annual impacts available from Dean Runyan to leverage existing campaigns and develop new initiatives, this approach seeks to improve resident perceptions of tourism and garner increased community support for tourism ventures. The expected outcome is a well-informed public that recognizes tourism as a vital economic driver and community asset.
- Develop and share tourism impact data
- Develop targeted information campaigns on the value of tourism
- Create success story content
- Partner with local media and schools
- Utilize the CTO’s Destination Development programs
- Leverage the CTO’s Value of Tourism video
- Utilize data provided in the Dean Runyan Economic Impact Report and Longwoods Travel USA Visitor Profile
Key Performance Indicators
- Number of community engagement sessions held to gather input on tourism planning
- Reduction in community-reported negative impacts of tourism (e.g., traffic, housing issues) as indicated in resident sentiment surveys
Role of the Tourism Industry
Actively participate with your local DMOs in creating tourism strategies that seek out diverse perspectives to preserve and celebrate community characteristics.
Potential Supporting Partners
Communities 3: Create Vibrant and Welcoming Public Spaces
This strategy leverages collaborative efforts to identify key areas for improvement and implement changes that enhance communal spaces for both residents and visitors. By integrating art, cultural elements, accessible spaces, and greenery, these enhancements aim to foster a stronger sense of community and connection, making destinations more attractive and engaging.
- Hold community design workshops to gather inputs
- Increase the number of public art installations
- Improve accessibility in public spaces
- Develop more green spaces and gardens
- Enhance lighting and safety
- Utilize the CTO’s Destination Development programs
- Apply for federal grant programs, including:
- Department of Housing and Urban Development (HUD) Community Development Block grants
- Apply for grants through DOLA, including:
- Conservation Trust Fund (CTF)
- Energy/Mineral Impact Assistance Fund Grant
- Local Planning Capacity Grant Program
- Nonprofit Infrastructure Grant Program
- Planning Grant Program
- Rural Economic Development Initiative
- Strong Communities Infrastructure and Planning Grant programs
Key Performance Indicators
- Number of public spaces created or improved
- Value of investments made in public spaces
- Visitor satisfaction from surveys
Role of the Tourism Industry
Support and engage in creating and enhancing inviting public spaces that celebrate local culture, providing enjoyment for both visitors and residents.
Potential Supporting Partners
DOLA, CAST, Local and Tribal Governments, Colorado Creative Industries
Communities 4: Encourage Responsible Visitation in our Communities
Increasing awareness of Do Colorado Right is crucial for promoting responsible visitation of our communities. This strategy focuses on informing residents and visitors about stewardship behaviors, helping them understand how to minimize their impact on the natural environment and community well-being.
- Develop and implement educational local Do Colorado Right campaigns
- Increase partnerships with local businesses
- Apply for CTO competitive grants or co-ops
- Utilize the CTO Destination Development programs
- Leverage a CTO Learning Lab online course
Key Performance Indicators
- Number of communities working with CTO to promote local Do Colorado Right messaging
- Number of people enrolled in the CTO Learning Lab course
- Value of investments made in campaigns
Role of the Tourism Industry
Promote and inform visitors on responsible practices to help them contribute positively to the local environment and community well-being.
Potential Supporting Partners
Communities 5: Strengthen Understanding and Communication Surrounding Short-Term Rentals
Fostering understanding and communication about short-term rentals (STR) involves equipping DMO partners and local governments with data, best practices, and insights from other communities’ experiences with this growing accommodation option. Strengthening communication and partnerships with STR hosts can further encourage them to share important messaging with their guests. This approach aims to balance the benefits of STRs with community needs, preserving the livability and accessibility of residential areas.
- Collect data on STRs within communities
- Develop a STR Best Practice Guide to share how other communities partner with STR hosts
- Encourage STR hosts to join the Care for Colorado Coalition and share Do Colorado Right messaging
Key Performance Indicators
- Number of STR resources developed for DMOs and local governments
- Number of STR properties enrolled in the Care for Colorado Coalition and committed to distributing Do Colorado Right messaging to guests
Role of the Tourism Industry
Encourage DMOs to gather and share data on short-term rentals and promote responsible guest behavior in alignment with Colorado’s stewardship values.
Potential Supporting Partners
Local Governments, DMOs, CAST, DOLA
Communities 6: Promote Responsible Trail Connectivity
This strategy involves supporting the planning, maintenance, and effective communication about trails that link communities to outdoor recreation areas. Emphasis is placed on public transportation options and sustainable trail development practices that consider wildlife habitat areas, the guidance of wildlife professionals, and residents’ input. This approach balances recreational opportunities with environmental stewardship, fostering positive impacts on both the ecosystem and community connectivity.
- Engage in community trail planning
- Integrate public transportation that link to trailheads for sustainable access
- Install educational and directional signage
- Utilize trails to link to local businesses
- Obtain trail maintenance funding
- Apply for CPW’s Non-Motorized Trails grant program
- Leverage resources available in the Colorado Outdoor Strategy
Key Performance Indicators
- Number of STR resources developed for DMOs and local governments
- Number of short-term rental properties enrolled in the Care for Colorado Coalition and committed to distributing Do Colorado Right messaging to guests
Role of the Tourism Industry
Advocate for trails that contribute positively to wildlife, the environment, and the larger community.
Potential Supporting Partners
CPW, DMOs, CAST, DOLA, NPS, BLM, USFS
Communities 7: Advance Litter Prevention and Zero Waste Practices
Promoting litter prevention and embracing zero waste practices focuses on raising awareness about the environmental impacts of waste in tourism and leading initiatives to reduce it. This strategy encourages recycling, sustainable packaging, and minimizing single-use plastics, coupled with guidance for organizing Zero Waste events.
- Recruit more businesses to participate in waste reduction programs and campaigns
- Increase recycling stations
- Engage in more community-based and visitor awareness campaigns to raise awareness
- Apply for the following grants:
- CWCB grant programs including Colorado Water Plan grants
- Front Range Waste Diversion Recycling Resources Economic Opportunity program
- CDPHE programs including Erase the Waste statewide educational campaign
- Leverage the following programs:
- Waste Diversion Baseline Assessments, Municipal Measurement Program
- NextCycle Colorado, a business accelerator that improves the end markets for recovered commodities and organic materials
- EcoCycle, an organization advancing Zero-Waste solutions
- High County Conservation Center in Summit County
Key Performance Indicators
- Number of communities and businesses implementing zero waste and litter prevention campaigns
- Value of investments made to reduce waste
Role of the Tourism Industry
Adopt and promote programs that reduce waste through recycling, sustainable packaging, and organizing Zero Waste events.
Colorado Department of Public Health & Environment
Potential Supporting Partners
Colorado Water Conservation Board, Colorado Green Business Network, Front Range Waste Diversion, industry associations, Municipal Measurement Program, Recycling Resources Economic Opportunity, Recycle Colorado
Communities 8: Enhance Water Conservation and Quality Initiatives
This strategy involves supporting the preservation of Colorado’s surface waters—including streams, lakes, and rivers—and promoting water conservation within the tourism sector. This strategy encourages endorsing water-efficient technologies and educating visitors on the importance of conserving water. By focusing on sustainable water use and the health of aquatic ecosystems, this approach aims to protect the long-term viability of Colorado’s water resources.
- Recruit businesses to participate in water conservation and quality initiatives
- Conduct visitor awareness campaigns
- Promote water-saving technologies
- Apply for the following grants:
- Colorado Water Conservation Board Grant programs including Colorado Water Plan grants
- Non-Reimbursable Project Investment grants
- Public Education, Participation, and Outreach Grant Program
- Fish and Wildlife Resources Fund grants
- Federal Technical Assistance grants for Colorado Water Projects
Key Performance Indicators
- Number of community-based water conservation and quality projects
- Number of businesses participating in water conservation initiatives
- Value of investments made in water conservation and quality initiatives
Role of the Tourism Industry
Engage with water conservation and quality initiatives while encouraging visitors to participate.
Potential Supporting Partners
Colorado Water Conservation Board (CWCB), Colorado Green Business Network, Industry Associations
Communities 9: Promote Dark Sky Preservation and Experiences
This strategy aims to reduce light pollution by adopting local and regional outdoor lighting ordinances and pursuing dark sky designations for communities, parks, and open spaces. Collaboration with communities, businesses, local governments, and state and federal natural resource management agencies will enable the implementation of lighting solutions that preserve the natural darkness of the night sky, which is essential for ecological health. Developing experiences such as itineraries to dark sky regions and star-gazing events will raise awareness of the importance of dark skies while offering visitors unique and memorable experiences.
- Utilize technical assistance through the CTO’s Dark Sky Certification Mentor Program (in partnership with DarkSky Colorado) to help locations achieve international Dark Sky designation
- Develop dark sky tourism experiences that encourage stewardship of the night
- Apply for CTO competitive grants or co-ops
Key Performance Indicators
- Number of new communities applying for and achieving dark sky designation
- Number of new parks applying for and achieving dark sky designation
- Number of light ordinances introduced
Role of the Tourism Industry
Collaborate in reducing light pollution and developing unique dark sky experiences, enriching Colorado’s night-time appeal.
Potential Supporting Partners
DMOs, DarkSky Colorado, CPW, CAST, DOLA, Local and Tribal Governments
Communities10: Increase Public Restroom Accessibility
Enhancing public restroom accessibility involves conducting comprehensive assessments to evaluate the availability and suitability of facilities in key locations throughout Colorado. By identifying gaps and areas for improvement (such as greater accessibility), this strategy aims to increase the number of public restrooms that meet the needs of all residents and visitors, enhancing comfort and convenience in community centers, along highways, and within popular recreation areas.
- Conduct facility assessments
- Increase restroom installations
- Apply for grant programs from the Department of Local Affairs and the Colorado Department of Public Health and Environment
Key Performance Indicators
Number of new public restrooms installed or improved in tourist destinations
Role of the Tourism Industry
Partner in assessing restroom facilities within your community and advocate for enhancements that facilitate accessibility and comfort for all visitors.
Potential Supporting Partners
CTO, DMOs, Tribal Governments, Colorado Association of Ski Towns, CDOT, DOLA, Colorado Department of Public Health and Environment
