Introduction: Colorado’s cultural heritage encompasses a rich tapestry of shared customs, traditions, arts, beliefs, values, practices, and artifacts passed down through generations. From the ancient Puebloan cliff dwellings at Mesa Verde to the traditions of the Ute Tribes and the influential contributions of Black and Hispanic Americans in shaping the state’s identity, this heritage is a source of pride and inspiration for both residents and visitors. By supporting heritage experiences, creating themed heritage trails, advancing historic preservation initiatives, and promoting cultural events, the tourism industry aims to enhance accessibility and foster a deeper appreciation for the diverse narratives that shape Colorado’s identity.
Goal: Honor, safeguard, and respectfully promote Colorado’s vast cultural heritage to protect its longevity in the face of evolving tourism and population growth.
Objective: By 2035, significantly elevate and preserve Colorado’s cultural heritage by forming partnerships with Native American communities and other underrepresented groups, developing new cultural heritage experiences.
Strategies
Cultural Heritage 1: Foster Inclusive Cultural Heritage Partnerships
To honor and celebrate Colorado’s diverse cultures, it is important to foster partnerships that bridge tourism with cultural heritage. By engaging directly with Tribal liaisons, Indigenous communities, and cultural experts, the industry can develop tourism practices that respect and preserve these invaluable cultural sites and traditions. Through ongoing, collaborative dialogue, these partnerships aim to enhance heritage tourism initiatives as more inclusive and beneficial to all stakeholders involved.
Key Performance Indicators
- Number of cultural heritage partnerships formed, particularly with Native American communities and underrepresented cultural groups
- Number of cultural heritage projects developed or enhanced with cultural heritage expert participation
Role of The Tourism Industry
Collaborate closely with Indigenous and cultural communities to develop tourism practices that respect, preserve, and promote Colorado’s rich cultural heritage.
Potential Supporting Partners
CTO, NPS, BLM, USFS, History Colorado, Local and Tribal Governments
Cultural Heritage 2: Elevate Native American Heritage
Through enhanced collaboration with the Southern Ute Indian Tribe, the Ute Mountain Ute Tribe, and other Indigenous communities, the tourism industry strives to create sustainable tourism experiences that faithfully depict Native American traditions and contemporary life. The CTO, in partnership with DMOs, can work closely with tribes and communities to assess and promote tourism experiences in a manner that honors their preferences for showcasing cultural heritage and destinations to visitors
- Establish formal tourism development partnerships with Tribal governments and communities
- Co-develop and implement a Native American tourism marketing campaign
- Connect with the CTO’s public relations team to amplify promotion
- Utilize the CTO’s Destination Development programs
- Apply for CTO competitive grants or co-ops
Key Performance Indicators
- Number of formal partnerships established
- Reach and impressions of marketing campaigns
- Value of investment to support Native American tourism development and marketing
Role of The Tourism Industry
Collaborate with and support Indigenous communities in developing and promoting tourism experiences that accurately reflect Native American heritage.
Potential Supporting Partners
Tribal Governments, Colorado Commission of Indian Affairs (CCIA), Colorado Creative Industries (CCI), NPS, BLM, USFS, History Colorado, Local Museums and Heritage Organizations, American Indian Alaska Native Tourism Association (AIANTA)
Cultural Heritage 3: Promote Ethical Native American Handcrafts
Promoting the purchase of genuine, locally crafted Native American souvenirs from sustainable sources can significantly support Native American economies. This approach highlights the value and craftsmanship of Native American products while guiding visitors to reputable sources, thereby avoiding counterfeit and culturally insensitive products.
- Develop education and awareness campaigns for visitors
- Recognize and promote certified vendors
- Increase distribution and sales points
- Apply for CTO competitive grants or co-ops
- Apply for CCI competitive grants
Key Performance Indicators
- Reach and impressions of marketing campaigns
- Increase in sales reported by certified vendors
Role of The Tourism Industry
Commit to the selling and promotion of ethically-sourced and authentic Native American souvenirs.
Potential Supporting Partners
Southern Ute Cultural Center and Museum Ute Mountain Trading Company and Museum, CCIA, CCI, Native American communities, Tribal governments
Cultural Heritage 4: Enhance Awareness of Diverse Cultural Heritage
Collaborating with History Colorado, this strategy aims to develop interpretive materials and launch awareness campaigns that leverage their expertise to integrate diverse narratives into the visitor experience. Materials and campaigns may include videos, special events, social media, and public art to bring Colorado’s multifaceted past to life.
- Develop interpretive materials
- Produce video documentation and campaigns
- Increase the number of public art installations
- Organize and promote special events and exhibitions
- Apply for the following grants:
Key Performance Indicators
- Number of cultural heritage awareness initiatives or campaigns
- Number of people reached through campaigns
- Value of investments to support cultural heritage interpretation
Role of The Tourism Industry
Partner with History Colorado or a local history museum to create and share engaging content that highlights Colorado’s cultural heritage.
History Colorado, local history museums
Potential Supporting Partners
CTO, DMOs, CCI, local and Tribal governments, local museums and heritage organizations, Main Street partners
Cultural Heritage 5: Develop Immersive Cultural Heritage Experiences
This strategy encourages visitors to engage with and appreciate Colorado’s rich cultural history. By collaborating with Native American and other communities, historians, and cultural heritage experts, the tourism industry aims to develop immersive experiences that honor and celebrate the state’s diverse cultural background.
- Provide tourism product development and training support to Native American and other communities
- Work with local historians and cultural experts to design tours, exhibits, and programs
- Enhance visitor engagement with technology (including augmented reality and virtual reality)
- Apply for the following grants:
- CTO competitive grants or co-ops
- OEDIT’s grants and financing programs for business start-ups
- Leverage the CTO’s Destination Development programs
Key Performance Indicators
- Number of new cultural heritage experiences developed
- Value of investments to support cultural heritage experience development
Role of The Tourism Industry
Collaborate with cultural heritage experts and utilize available resources to develop immersive experiences that highlight Colorado’s rich and diverse cultural heritage.
CTO & OEDIT Small Business Development Center
Potential Supporting Partners
DMOs, History Colorado, local and Tribal governments, local museums and heritage organizations
Cultural Heritage 6: Create Themed Cultural Heritage Trails and Audio Tours
The CTO, in collaboration with History Colorado and local historical experts, can develop a program for destination partners to create thematic heritage trails and audio tours. This initiative aims to enhance educational and immersive experiences for visitors, fostering a deeper understanding of the communities throughout Colorado.
- Development of a cultural heritage trail and audio tour
- Promotion and marketing of the tour
- Utilize CTO Destination Development programs
- Apply for CTO competitive grants or co-ops
Key Performance Indicators
- Number of cultural heritage trails and audio guides available
- Number of people that listen to the audio guides
Role of The Tourism Industry
Participate in developing thematic trails and audio tours and promote these experiences to visitors.
Potential Supporting Partners
DMOs, History Colorado, local and Tribal governments, local museums and heritage organizations
Cultural Heritage 7: Conduct Historic Surveys for National and State Recognition
Engaging in historic surveys for national and state recognition effectively documents and celebrates Colorado’s rich historical and architectural significance. By partnering with History Colorado, communities can identify potential heritage sites for the National Register of Historic Places or the State Register of Historic Properties. History Colorado’s Office of Archaeology and Historic Preservation offers expert guidance throughout the process, from initial assessments to completing nominations.
Key Performance Indicators
- Number of sites surveyed
- Number of sites on the National Register of Historic Places
- Number of sites on the State Register of Historic Properties
Role of The Tourism Industry
Identify and advocate for the recognition of historical sites and actively promote these newly recognized sites to visitors.
Potential Supporting Partners
DMOs, local and Tribal governments, local museums and heritage organizations
Cultural Heritage 8: Facilitate Access to Historic Preservation Grants
Tourism communities can secure grant funding for the preservation and promotion of historic sites and buildings throughout the state. By leveraging grants from the State Historical Fund (including archaeological assessment grants and historic structure assessment grants), communities can conduct archaeological assessments, plan future physical projects, and undertake emergency stabilization efforts. This support enriches historical offerings and enhances destination appeal.
- Provide information and guidance about grant programs
- Identify projects for development
- Project identification and development
- Promote heritage assets in tourism marketing
- Apply for History Colorado State Historical Fund grant programs
Key Performance Indicators
- Number of projects supported
- Value of investments made to support historic preservation
Role of The Tourism Industry
Champion the preservation and rehabilitation of historical assets by engaging in adaptive reuse, and repurposing heritage sites for new tourism experiences while retaining their historical significance.
Potential Supporting Partners
DMOs, CTO, local and Tribal governments, local museums and heritage organizations
Cultural Heritage 9: Strengthen Museum Involvement in Tourism
Bolstering the role of museums within Colorado’s tourism landscape is important for enhancing the visitor experience and deepening insights into the state’s heritage. This strategy aims to mobilize tourism industry stakeholders to support museums through volunteering, promotional efforts, and other forms of engagement with these cultural institutions. Leveraging History Colorado’s new museum affiliate program can enhance local museum experiences, offer enriched interpretations, and expanded collections. Increasing museum visibility and support enriches the educational offerings available to visitors and strengthens the connection between Colorado’s cultural assets and our tourism economy.
- Establish partnerships between museums and local DMOs
- Create volunteer opportunities for tourism stakeholders
- Develop and implement joint marketing campaigns
Key Performance Indicators
- Number of volunteer hours by tourism stakeholders
- Museum visitation numbers
Role of The Tourism Industry
Support and promote museums as essential elements of the tourism experience. Consider volunteering on museum boards or contributing financially to support these important institutions.
Potential Supporting Partners
History Colorado, local and Tribal governments, local museums and heritage organizations
Cultural Heritage 10: Highlight Colorado’s Agricultural and Culinary Heritage
Showcasing Colorado’s agricultural and culinary heritage connects visitors with the state’s rich farming and ranching traditions and its evolution into a modern culinary destination. Sharing stories of traditional and contemporary practices provides a deeper appreciation for the local food culture. Implementing this strategy includes developing food trails and agricultural experiences to offer immersive experiences that celebrate Colorado’s diverse culinary landscape.
- Develop food trails
- Create culinary experience packages
- Conduct marketing and promotion specifically around agriculture and culinary heritage
- Apply for CTO competitive grants or co-ops
Key Performance Indicators
- Number of food trails established
- Reach and impressions from marketing campaigns
Role of The Tourism Industry
Collaborate in the creation and promotion of food trails and agricultural experiences.
Potential Supporting Partners
DMOs, local museums and heritage organizations, Colorado Dude and Guest Ranch Association, History Colorado, Colorado Department of Agriculture
