Introduction: The workforce is the backbone of Colorado’s tourism industry, shaping traveler experiences and contributing to the state’s sustainability. From ski lift operators and tour guides to waitstaff and transportation providers, each worker enhances the quality of Colorado tourism through exceptional service and the promotion of responsible behavior. Their dedication, expertise, and passion create memorable moments for visitors. To sustain a satisfied and effective workforce that drives economic growth, it is important for the industry to build the brand of working in tourism, provide ongoing training opportunities, and address community challenges such as affordable housing and childcare. Investing in these solutions underscores the vital role of a skilled and motivated workforce for the tourism industry’s continued prosperity and competitiveness.

Goal: Foster a resilient, skilled, and diverse tourism workforce that is fairly compensated and equipped to positively impact Colorado’s tourism industry, while addressing key challenges such as affordable housing and childcare.

Objective: By 2035, the number of tourism businesses that report workforce challenges will reduce by 20%.

Strategies

Tourism Workforce 1: Develop Industry-Focused Workforce Strategies

Each community in Colorado faces unique challenges in attracting, retaining, and training their tourism workforce. Addressing these challenges requires industry stakeholders to collaborate with public and private entities involved in workforce development to create tailored approaches. These partnerships bring together tourism businesses to identify workforce priorities and develop stronger collaborations with workforce development programs to meet the tourism industry’s needs.

Tourism Workforce 2: Strengthen Industry Collaboration with the Colorado Community College System

Challenges in the tourism industry can be mitigated in part by launching a comprehensive workforce development program that offers tailored training and certification for current and aspiring tourism professionals The Colorado Community Colleges System (CCCS) is a national leader in providing workforce incentives, customized training, industry-recognized credentials, and apprenticeship programs. This strategy aims to strengthen collaboration between the tourism industry and CCCS, developing a knowledgeable and skilled workforce aligned with Colorado’s commitment to responsible tourism. This approach will enhance the state’s economic health through increased employment opportunities and business expansion.

Tourism Workforce 3: Share Solutions to Support Workforce Housing Challenges

Addressing the critical challenge of affordable housing, particularly in mountain communities, is essential for attracting and maintaining a sustainable tourism workforce. Collaborative efforts between local governments, housing authorities, and the tourism industry aim to create and implement affordable housing solutions. Recognizing the variety of innovative solutions being implemented across the state, it is important to facilitate the sharing of successful strategies and lessons learned between tourism communities.

Tourism Workforce 4: Implement Employer-Assisted Housing Programs

Implementing employer-assisted housing (EAH) programs can provide a strategic approach for tourism employers to support their year-round and seasonal employees’ housing needs. By offering assistance such as down payment grants or loans, rental subsidies, and homeownership education, these programs help employees live closer to their workplaces, enhancing their well-being and retention.

Tourism Workforce 5: Promote Workforce Diversity and Inclusion

Promoting workforce diversity and inclusion within the tourism sector is crucial for fostering an environment where every employee feels valued and understood. This initiative focuses on developing and implementing recruitment strategies aimed at attracting a diverse range of candidates across all career stages, coupled with comprehensive training programs designed to promote diversity, inclusivity, and understanding within the workplace. The goal is to cultivate a more dynamic, inclusive tourism sector that appeals to and serves a broader spectrum of visitors.

Tourism Workforce 6: Foster Career Advancement in Tourism

The strategy aims to create a more engaged and skilled workforce, leading to higher job satisfaction and retention, which will elevate the quality of service in Colorado’s tourism industry. Programs such as the CTO’s Colorado Tourism Leadership Journey offer clear pathways for advancement and leadership development. Career advancement programs can include specialized training, mentorship, and development opportunities designed to equip employees with the necessary skills and experiences for upward mobility within the sector.

Tourism Workforce 7: Enhance Recognition for Tourism Professionals

Expanding awards and recognition programs for tourism industry workers is essential to spotlight and celebrate their exceptional contributions. Recognizing excellence in customer service, sustainability efforts, and community involvement encourages high performance across the sector. The expected outcome is a greater sense of pride and achievement among tourism workers, leading to enhanced service quality, a more sustainable tourism industry, and stronger community connections.

Tourism Workforce 8: Promote and Integrate Tourism Career Education in Schools

Integrating tourism career education in grade school and high schools meets the need for greater exposure to the diverse career opportunities within the industry. Collaborating with educational institutions and non-profit organizations across Colorado, this strategy aims to create curriculum modules and programs that showcase the dynamic roles in tourism, including management, hospitality, marketing, and sustainability. By introducing students to the potential of high-wage and fulfilling careers in tourism and emphasizing the importance of destination stewardship, the goal is to cultivate a skilled future workforce passionate about advancing the tourism sector.

Tourism Workforce 9: Build the Brand of Working in Tourism

This strategy seeks to improve the public perception and appeal of careers in the tourism sector through targeted marketing and strategic communications. This approach focuses on rebranding tourism jobs as rewarding, meaningful, and viable long-term career paths. By highlighting the diverse roles available—from adventure guides and culinary experts to hotel managers and marketing professionals—the strategy aims to attract a wide audience, including young job seekers, career changers, and professionals considering the tourism industry.

Tourism Workforce 10: Support Professional Development and Networking Events in the Industry

Recognizing the importance of ongoing learning and industry connectivity, this strategy highlights the value of events such as the annual Colorado Governor’s Tourism Conference and other regional/local tourism gatherings in fostering professional growth and strengthening the tourism community. By encouraging participation in these events, this strategy aims to support the professional development of individuals within the tourism sector, ensuring they are well-equipped with the latest trends, practices, and insights to effectively promote Colorado as a top travel destination and support destination stewardship.