Denver and Northern Colorado Priority Strategies

• Promote budget-friendly stays and free or low-cost activities on colorado.com and DMO websites.
• Promote travel during shoulder seasons as a more affordable option for those avoiding peak season prices.
• Expand the outdoor accessibility program created in Boulder across the region through technical assistance and grants.
• Identify and showcase the region’s diverse communities in the following ways:
• Create hyper-local content to connect visitors to the region’s diverse communities,
• Hire storytellers and content creators from the region’s communities to share their visitor-ready experiences, and
• Promote the region through an online interactive map that connects visitors to those diverse community experiences.
• Provide training to local businesses on reaching and welcoming diverse audiences in the following ways:
• Create a fact sheet containing data demonstrating why it is beneficial for local businesses to engage in training, and
• Create “Welcoming/Belonging” certifications and promote these certifications to visitors and other local businesses.

• Encourage diverse or underserved tourism staff to provide input regarding inclusivity initiatives.

• CTO Competitive grants and co-ops
• CTO Destination Development programs
• CTO Accessible Travel program

The following case studies illustrate examples of this strategy implemented in other communities:

• City of Boulder, Open Space and Mountain Parks designs and promotes a large network of accessible trails.
• ColoradoUpLift is building long-term, life-changing relationships with urban youth, equipping them to thrive and contribute to their community including through adventure-based programming designed to create leadership and teamwork skills.
• The City of Fort Collins Natural Areas Department developed an accessible trails map with comprehensive information regarding aspects such as trail difficulty level and surface type.
• Rocky Mountain National Park visitors can rent all-terrain wheelchairs at no cost.
• Visit Colorado Springs partners with Wheel the World, a travel guide service for travelers with disabilities.
• Aurora celebrates its one in five foreign-born citizens through its annual Global Fest.

• Increased number of new businesses opening over a specific timeframe that represent underserved populations
• Number of businesses that obtain the “Welcoming/Belonging” certification
• Businesses with “Welcoming/Belonging” certification showing increased revenue/foot traffic
• Number of Colorado destinations that have detailed accessibility information available
• Percentage of grant dollars awarded to accessibility initiatives
• Number of accessibility improvement projects

Contribute to the development and distribution of a comprehensive resource of accessibility information, thus providing a more inclusive experience for every visitor. The industry can also incorporate the CTO Inclusivity in Travel Coalition guiding principles into all aspects of tourism services and experiences, appealing to a broad spectrum of visitors who prioritize inclusivity and accessibility in their travel choices.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Dreaming
• 3: Increase Awareness and Promotion of Colorado as an Accessible and Inclusive Tourism Destination
• Tourism Workforce
• 5: Promote Workforce Diversity and Inclusion

CTO, DMOs

• Partner with NoCo Places and Denver Parks and Recreation to train frontline workers on Do Colorado Right priorities such as water safety in the summer or fire safety leading into wildfire season.

• Hire professionals to create the training program with hyper-local content.
• Collaborate with regional partners to provide stewardship training for a broader range of workers beyond those in frontline tourism roles.
• Implement an awards recognition program for regional leaders.
• Offer training and resources to local outfitters to integrate essential destination stewardship messaging into every sale. This could include wildfire safety information, trail safety, and awareness of the year-round fire season.

• CTO Learning Labs
• CTO Competitive Grants and co-ops
• Care for Colorado Cooalition

The following case studies illustrate examples of this strategy implemented in other communities:

Visit Fort Collins utilized the CTO Learning Labs and the Colorado Concierge program to offer free online education for frontline tourism workers to enhance their skills, build Colorado expertise, and deliver exceptional hospitality.
Visit Denver’s Go The Extra Mile program trains frontline staff and awards them with a certificate and discount pass

• Annual increase in individuals receiving certification
• Number of staff and volunteers from welcome and visitor centers that completed online courses on destination stewardship

Encourage and provide adequate time for employees to participate in training programs to effectively communicate destination stewardship principles to visitors.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Tourism Workforce
• 1: Develop Industry-Focused Workforce Strategies
• Experiencing
• 5: Influence Visitor Behavior at Key Locations

CTO, DMOs

• Collaborate with educational institutions and local groups to develop program curricula.
• Design an engaging curriculum that includes interactive lessons on environmental science, sustainability, and conservation practices, tailored to different age groups.
• Organize regular field trips to parks, nature reserves, and conservation projects, allowing students to experience and participate in real-world environmental stewardship.
• Host workshops and invite environmental professionals to give seminars, providing students with in-depth knowledge and exposure to career opportunities in environmental fields.
• Consider opportunities for complementing and expanding on existing programming throughout the region, such as Larimer County Youth Conservation Corps and the City of Boulder Junior Ranger program.
• Enhance existing programs to expand capacity.
• Target new program development with agencies that have not yet established these types of programs.
• Collaborate with educational institutions and local groups to promote the program and engage with potential participants.

• CTO Competitive Grants and co-ops
• CTO Destination Development programs
• Great Outdoors Colorado (GOCO) grant programs
• Colorado Parks and Wildlife (CPW) mentioned youth hunting programs

he following case studies illustrate examples of this strategy implemented in other communities:

• The NPS Junior Ranger program at Rocky Mountain National Park aims to engage children in learning about and preserving the natural and cultural resources of national parks.
• Eldorado Canyon State Park’s Junior Ranger program for children ages six to twelve combines outdoor fun, games, activities, crafts, and teamwork to teach them about understanding and protecting the canyon’s natural treasures.
• Rocky Mountain Arsenal National Wildlife Refuge Junior Ranger program awards children with a Junior Ranger Badge after completing educational activities.

• Number of regional programs created
• Annual increase in program participation numbers

Promote the Youth Stewardship program to visitors and residents while encouraging guests to share their experiences participating in the program, utilizing their platforms to promote responsible travel practices and broaden the reach of sustainable tourism narratives.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Experiencing
• 4: Educate Children on the Importance of Destination Stewardship

GOCO, CPW, CTO

• Partner with one of the higher education institutions in the region to create an interactive database or calendar consisting of an inventory of trail ambassador or volunteer opportunities.
• Create a culture of volunteerism by engaging with public school student trip organizers to offer opportunities to in-state schools and then expand the program regionally.
• Collaborate with local outdoor industry businesses, such as REI, on ways to grow their regional volunteer initiatives.
• Expand private partnerships for larger sponsorships of trails and public spaces.
• Partner with hotels and other accommodation providers to provide information about volunteer opportunities as part of pre-departure, welcome, and in-room information packages.
• Utilize welcome and visitor centers, colorado.com, and DMO websites to promote volunteer initiatives.
• Launch targeted social media campaigns aimed at residents and visitors interested in outdoor activities, highlighting the benefits of voluntourism
• Increase partnerships between land managers and volunteer organizations to understand the availability and skills of volunteers and to understand the need or demand for projects.

• CTO Competitive Grants and co-ops
• CTO Destination Development programs
• Volunteer organizations such as Spark the Change Colorado
• CPW Connect Volunteer Program

The following case studies illustrate examples of this strategy implemented in other communities:

• Chafee Rec Adopters is a centralized database of opportunities for volunteers to assist in outdoor projects that is the go-to resource for volunteer opportunities in the region.
• Volunteers for Outdoor Colorado Outdoor Stewardship Initiative trains staff and volunteers in stewardship. initiatives in Colorado and across the nation.
• Spark the Change Colorado All In Mile High program carries forward the House1000 initiative to house more people experiencing homelessness in Denver.

• Number of partnerships with regional outdoor industry businesses
• Number of volunteers participating in programs
• Number of volunteer hours on public land
• Public school engagement
• Amount of trail and public space sponsorships generated
• Number of public lands participating in the volunteer initiatives

Support and promote public participation in trail ambassador programs and volunteer opportunities, reinforcing the importance of stewardship among visitors and locals.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Outdoor Recreation 6: Expand Trail Ambassador and Volunteer Initiatives

NoCo Places

• Establish a digital and physical music guide that celebrates the history of Colorado’s music and connects visitors with how to experience music in the area today.

• Develop a regional music strategy by collaborating with tourism and music industry partners to prioritize initiatives that foster growth in music tourism statewide and regionally.
• Build a regional brand as a music destination with data-driven and ongoing marketing efforts connecting music and outdoor experiences.
• Expand partnerships with local bands and outdoor brands to showcase the Colorado brand through music and outdoor experiences.
• Identify music venues and festivals across the region and create a database with information on size, location, contacts, and how to book.
• Focus marketing campaigns on lesser-known venues to drive awareness and attendance. Create an editorial calendar highlighting shows at lesser-known venues and promote them to visitors with an affinity towards live music.
• Develop a music week celebrated across the region featuring local musicians.
• Broadcast or stream Colorado music across the nation or world to showcase Colorado as a music destination. Consider a subsidized partnership with a national broadcaster or develop a streaming channel and promote it to potential visitors.
• Recruit music awards events to the region that align with Colorado’s music strengths like the International Bluegrass Music Awards

• CTO Competitive Grants and co-ops
• CTO Destination Development programs
• Colorado Creative Industries (CCI) Colorado Creates are

The following case studies illustrate examples of this strategy implemented in other communities:

• Fort Collins Musicians Association (FoCoMA) supports Northern Colorado musicians through networking, education, and events. This could be a model for creating an expanded regional musicians association.
• Visit Denver’s Live Music Calendar provides detailed information on opportunities to see live music in the area.

• Longwoods Visitor Profile Study tracking of NoCo and Denver as a music destination
• Increase in hotel tax revenue
• Percentage of visitors that reported attending a music event during their visit

Engage in promoting and supporting the local music scene by hosting and publicizing concerts and attracting music talent to the region.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Arts and Creative Industries
  • 1: Foster Partnerships with Local Artists
  • 3: Promote Diverse Arts through Festivals and Events
  • 7: Elevate Colorado’s Music Scene

DMOs

• Empower local artists through grants to provide sustainability solutions and educational opportunities. A specific example is collecting plastic single-use containers at trailheads, recycling those plastics into art created by local artists, and displaying the local plastic art on the trails. Use the opportunity to share the stewardship messages of Do Colorado Right. Fund through grants, sponsorships, and providing public art and recycling services to the county/municipality.
• Partner with appropriate organizations for ideation, planning, and permissions to install.
• Explore revenue sources, including foundations with arts initiatives that support projects like plastics recycling into art, to fund new initiatives.
• Identify strategic locations and stewardship themes for the art installations.
• Engage appropriate local artists with a stewardship focus.
• Leverage the stories behind the program and installations to showcase Colorado as a unique stewardship-focused destination.

• CTO Competitive Grants and co-ops
• CTO Destination Development programs
• Colorado Creates are
• CCI Arts in Society grant program

The following case studies illustrate examples of this strategy implemented in other communities:

• Breck Create Precious Plastics is a workspace open to visitors and residents where they can turn plastic waste into art.
• Carbondale Rio Grande ARTway is a creative placemaking project featuring parks, installations, murals, and creative institutions along a one-mile non-motorized trail through downtown Carbondale.
• Alterra Mountain Company’s Forward Stance Studio created a million-dollar grant fund for arts and culture in the mountains including Indigenous artists. Identify potential grants and companies in the region interested in a similar opportunity for the region.
• Denver Metro Nature Alliance is a growing coalition of more than 50 nonprofit, government, research, and private sector members aligned around the mission of championing more equitable access to nature and promoting healthy people, communities, and natural places in the metro Denver region.
• City of Fort Collins Art in Public Places is a collaborative program between the city and local artists to acquire, exhibit, and maintain public art in primarily outdoor spaces throughout the community.

• Number of open spaces, city/county parks, state/national parks with public art
• Open spaces, city/county parks, state/national parks visitation numbers

Support and engage with arts-driven projects that creatively address stewardship challenges, integrate art into outdoor recreation areas, and foster partnerships with local municipalities and industry leaders.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Arts and Creative Industries
  • 4: Cultivate Artistic Approaches to Stewardship Challenges
  • 10: Integrate Art into Outdoor Recreation

Regional creative districts

• Conduct a regional study on tourism’s impact on housing prices and availability, analyzing its contribution to rising prices and shortages. The study should also assess the effects of short-term rentals and evaluate both short- and long-term housing needs. Share the findings to provide residents, elected officials, and housing authorities with data-driven insights for making informed decisions about tourism’s role in housing solutions.
• Contribute to the creation of a multi-agency plan that offers diverse solutions to address the housing shortage.
• Conduct research on effective affordable workforce housing solutions across the state.
• Incentivize employers to provide affordable housing for their employees.
• Explore incentives for second-homeowners and short-term rental owners to convert their properties into workforce housing.
• Collaborate with local banks to offer regional down payment loan assistance programs.

• Colorado Department of Local Affairs (DOLA) grant funding programs
• Colorado Housing Investment Fund

The following case studies illustrate examples of this strategy implemented in other communities:

• Aspen Skiing Company – Tenants for Turns is an Aspen-based program that helps mitigate the Roaring Fork Valley’s housing shortage by encouraging homeowners to rent out their units, guest houses, and spare bedrooms to Aspen One employees.
• West Mountain Regional Housing Coalition is a public-private partnership involving multiple counties in central and western Colorado, dedicated to finding solutions for workforce housing.
• NoCo Housing Now is a leader in the region in advocating and finding solutions for affordable housing.
• Boulder Housing Authority is monitoring its progress toward achieving its housing and training goals.
• Estes Park Housing Authority offers a range of housing options and services to support low-to-moderate-income households, providing rental assistance and home purchase programs to foster stability and success in the community.

• Percentage of the workforce living inside the county in which they work
• Reduced workforce turnover/increased retention rates
• Reduction of median home prices in the region
• Number of new affordable housing solutions aimed at supporting the tourism workforce
• Number of businesses offering employer-assisted housing programs

Collaborate with local governments and housing authorities to advocate for and support the development of affordable housing solutions.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Communities
• 1: Prioritize Local Community Involvement in Tourism Planning
  Tourism Workforce
• 3: Share Solutions to Support Workforce Housing Challenge
• 4: Implement Employer-Assisted Housing Programs

DMOs, local and state governments

• Develop “last mile” transit infrastructure and establish partnerships proactively to ensure readiness for the Front Range passenger railroad development.
• Foster a culture of low-impact transportation in the state through a continuous content marketing plan focused on promoting sustainable travel options.
• Promote eco-friendly transit methods.
• Develop social media campaigns or gamify eco-friendly transportation to make it engaging and enjoyable.
• Enhance efforts to raise awareness of Colorado’s Electric Byways and the ease of traveling the region with an electric vehicle.
• Add free electric vehicle charging stations at all feasible Denver and NoCO Welcome Centers and include signage by chargers about Colorado’s electric byways.
• Bring regional transportation organizations together to create a pass that allows for one pass/ one fee access to the region’s transit options.
• Add access to the Regional Transportation District (RTD) to Denver City Pass.
• Improve the interconnection of bikeways and bike trails across the region by supporting the completion of unfinished sections and increasing connectivity within underserved areas.

• CTO competitive grants and co-ops
• Colorado Electric Byways Tourism Toolkit
• Colorado Department of Transportation (CDOT) grants

The following case studies illustrate examples of this strategy implemented in other communities:

• The 3-Day Visitor Transit Pass in San Francisco helps visitors explore the city without a vehicle. A similar program in Denver could be marketed by DEN, Visit Denver and CTO.
• Montreal gamified their transit app and saw an increase in ridership. They also developed customized offers based on user profiles and locations to encourage public transit use for city exploration. Denver could adopt this approach for locals and create a tailored version for visitors, potentially expanding it statewide with regional authorities.

• Increase in public/eco-friendly transportation usage
• Increase in the number of public-private partnerships and grants secured to support eco-friendly transportation initiatives
• Number of electric vehicle charging stations added
• Number of residents and visitors engaged in low-impact transportation campaigns
• Reduction in average daily traffic congestion levels

Help reshape the culture around public transportation to make options like buses and biking more attractive, similar to San Francisco’s trolley system. Actively promote and integrate eco-friendly transportation options into tourism services.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Transportation
  • 1: Increase Availability of Eco-Friendly Transit Methods
  • 3: Raise Awareness and Ridership of Bustang, Snowstang, and Pegasus Services

CTO, CDOT

• Develop Denver and NoCo Do Colorado Right priorities through the following steps:

• Work with Visit Denver and the NoCo DMOs to establish the most pressing regional priorities,
• Market to travelers before they reach Denver and NoCo region,
• Coordinate regional efforts with statewide efforts and build on current campaigns, and
• Work with industry associations and DMOs to introduce businesses to the opportunity and benefits of incorporating Do Colorado Right messaging into the booking process.
• Create and distribute a Denver and Northern Colorado Destination Stewardship Guide aligned with Do Colorado Right regional priorities. Incorporate the priorities of the region into the Destination Stewardship Guide.
• Encourage participation in the Care for Colorado Coalition.
• Partner with NoCo-region university students to create and distribute a Colorado destination stewardship guide as part of their degree program.
• Incorporate more backcountry safety education and information, such as trailhead signage around avalanche safety.
• Create a regional toolkit to make sustainable tourism practices and Do Colorado Right messaging simple and uniform throughout the region.

• CTO competitive grants and co-ops
• Colorado Electric Byways Tourism Toolkit
• Colorado Department of Transportation (CDOT) grants

The following case studies illustrate examples of this strategy implemented in other communities:

• Care for Colorado Coalition monthly messaging brings awareness to the top stewardship initiative of the month for consistent messaging across social, email, and media.
• Visit Denver produces an annual sustainability report to track its progress toward sustainability goals. Visit Denver received the Event Industry Council’s Platinum category in sustainability (the first world destination to be certified at the Platinum level).

• Number of downloads of the Colorado Stewardship Guide
• Maintenance costs on public lands
• Number of regional businesses that agree to distribute Do Colorado Right messaging at the time of booking
• Number of visitors engaging with stewardship messaging through interacting with informational content online and in person
• Reduction in the amount of litter, waste, and environmental impacts reported in key tourist areas, tracked through regular assessments or community clean-up efforts

For the Destination Stewardship Guide, facilitate stakeholder engagement and information sharing with university students. The industry can promote Do Colorado Right campaigns through its channels and join the Care for Colorado Coalition to spread messaging. Participation in educational campaigns, including pre-arrival content, will help foster responsible tourism and reinforce outdoor behavior among visitors.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Planning
  • 1: Encourage Travelers to Do Colorado Right Before Arrival
  • 2: Develop and Amplify Local Do Colorado Right Campaigns and Messaging
• Experiencing
• 2: Optimize Do Colorado Right Messaging at Points of Market Entry
• Communities
• 4: Encourage Responsible Visitation in our Communities
• Outdoor Recreation
• 1: Expand Do Colorado Right Campaigns on Public Lands

CTO, DMOs

• Partner with parks and agencies to provide consistent signage and messaging.
• Target messaging at key visitor touchpoints.
• Digitize messaging and information through QR codes, apps, and videos.
• Alert visitors when entering higher-risk areas for wildlife incidents.
• Incorporate messaging into the NoCo Destination Stewardship Guide.
• Inform visitors about the importance of using secure trash solutions to ensure their safety and protect wildlife.
• Identify high visitor traffic areas that intersect with wildlife zones and collaborate to enhance wildlife crossing signage at key incident points.
• Inform visitors about the dangers and the importance of following wildlife crossing signage.
• Expand safe stopping opportunities for wildlife viewing along roadways

• CPW’s wildlife viewing guidelines
• CTO competitive grants and co-ops
• CTO Destination Development programs
• NoCo Places
• Denver Zoo Animal Academy
• Wild Animal Sanctuary Wildlife Education program

The following case studies illustrate examples of this strategy implemented in other communities:

• CPW’s Human-Bear Conflict Reduction grant aims to reduce human-bear conflicts by providing financial resources to local communities. Content from this program can be distributed by local DMOs and the CTO.
• CPW’s Habitat Partnership program works to reduce conflicts caused by deer, elk, pronghorn, and moose to agriculture. Content from this program can be distributed by local DMOs and the CTO.

• Number of ethical viewing educational materials distributed
• Number of human-wildlife conflicts

Support and promote wildlife viewing tours and activities that respect natural habitats and encourage responsible interaction with Colorado’s wildlife. The industry can distribute CPW guidelines on ethical wildlife viewing to inform visitors on proper behavior and participate in efforts to reduce human-wildlife conflicts through infrastructure improvements and education.

This regional strategy aligns closely with the following strategies from the statewide plan:

• Wildlife and Biodiversity
  • 1: Promote and Facilitate Guided Wildlife Viewing
  • 2: Create Wildlife Viewing Brochures and Encourage Ethical Viewing
  • 3: Reduce Human-Wildlife Conflicts

CTO

• Support the incorporation of new or existing land acknowledgment statements across the region. Opportunities for incorporation include signage in parks, trailheads, and outdoor spaces; verbal acknowledgment at the beginning of meetings and events; and inclusion in websites, travel brochures, and written materials.
  • Note: Many agencies across the region have already developed land acknowledgments for their city and county. This tactic should complement rather than compete with any previously developed, local-scale tactics.
• Engage with Indigenous community members to build trust and strengthen relationships, then establish formal tourism development partnerships with Tribal governments.
• Identify visitor-ready experiences that tell the Native American story in the region through collaborating with local historical societies and museums and partnering with Native American content creators to develop and share the stories.
• Increase capacity among tribal representatives for regional tourism planning by providing grant funding to support training and job opportunities related to tribal consulting and monitoring.

• CTO competitive grants and co-ops
• CTO Destination Development programs
• History Colorado Native American and Heritage resources

The following case studies illustrate examples of this strategy implemented in other communities:

• Cherokee, North Carolina celebrates the Native American culture in the region by connecting residents and visitors to Native American experiences.
• Visit Denver connects residents and visitors to Native American experiences in the region.
• Visit Durango has incorporated information on Native American heritage into the DMOs website.

Value of investment to support Native American tourism development and marketing

Collaborate with and support Indigenous communities in developing and promoting tourism experiences that honor and recognize Native American heritage.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Cultural Heritage 2: Elevate Native American Heritage

DMOs, CTO

Partner with trail development organizations to create and promote bike routes that connect multiple local producers, similar to winery tours. This route would offer cyclists the opportunity to visit and enjoy various producers along their journey and could be promoted to cyclists and casual riders. Connect to population centers to maximize usage and minimize the need for a vehicle. Identify bike shops that can help promote and rent bikes with existing or attachable baskets. Assist restaurants and farmers’ markets with marketing materials to raise awareness of regional agritourism experiences. Develop pocket-sized and digital agritourism guides for the region. Develop NoCo-specific agritourism CTO Learning Labs. Partner with the Colorado Restaurant Association to develop agritourism-specific programming that connects farms to restaurants through education, partnership and training programs. Market participating restaurants to residents and visitors. Build the brand of the NoCo region through agritourism, highlighting areas like Splendid Valley. Establish a gravel bike route connecting multiple producers (similar to winery tours). Collaborate with state agencies like the Colorado Department of Agriculture to create a marketing program similar to Colorado Proud. This initiative will support producers by partnering with grocery stores, farmers’ markets, and restaurants to promote regional agritourism opportunities.

• CTO competitive grants and co-ops
• CTO Destination Development programs
• CTO Learning Labs
• CTO Destination Development programs
• OEDIT’s Business Support Division Small Business Accelerated Growth program grants

The following case studies illustrate examples of this strategy implemented in other communities:

• Whistling Board offers farm-to-fork experiences in Northeast Colorado that feature local, sustainably produced products.
• The Historic Splendid Valley in Brighton, CO is branded and marketed regionally as an agritourism experience to support the local farms and ranches in the region.
• Colorado Dude and Guest Ranch Association tells the stories of dude and guest ranch experiences with guest blogs featuring a range of the most commonly searched terms.
• Visit Longmont is promoting farm-to-table dining opportunities to residents and visitors.
• Farm to Fork guide in the Roaring Fork Valley.

• Visitation to farms and ranches
• Programs developed around farm education
• Number of agritourism businesses supported
• Reach and impressions of CTO’s marketing campaign

Utilize the resources available through CTO and other state programs to develop more agritourism businesses and serve as a connector between farmers/ranchers and restaurants.

This regional strategy aligns closely with the following strategy from the statewide plan:

• Agriculture, Food, and Liquid Arts
• 6: Support the Development of Agritourism

CTO

• Establish a new, collaborative program (Do Colorado Right Awards) where participants would be considered for a Destination Stewardship Recognition Award.
• Partner with Colorado-based outdoor brands to provide rewards branded with Do Colorado Right.
• Partner with regional partners to capture and distribute stories of travelers as they Do Colorado Right.
• Showcase traveler testimonials, via social channels, on how they Do Colorado Right.
• Partner with Colorado-based national outdoor brands to reward visitors for sharing their Do Colorado Right behaviors.
• Expand work with influencers to showcase Do Colorado Right in action.

• Governor’s Awards for Outstanding Colorado Tourism Efforts

The following case studies illustrate examples of this strategy implemented in other communities:

• National Park Service Young Ranger program recognizes youth for exploration, learning and protecting the parks. This program is an example of the kind of program that could be created in this region to recognize destination stewardship in our youth.
• U.S. Environmental Protection Agency’s President Environment Youth Program recognizes youth from all 50 states for environmental youth projects. This program could be launched in this region with recognition from the governor.
• Green Destinations honors destinations and individuals who champion sustainable practices, from environmental conservation to the protection of cultural heritage.

• Increase in user-generated content on social media showcasing responsible travel practices in Colorado
• Number of responsible travel testimonials shared through CTO platforms and campaigns
• Number of participants and winners recognized through the Destination Stewardship Recognition Awards program

Promote the program to visitors and residents. Encourage guests to share their stewardship stories, utilizing their platforms to promote responsible travel practices and broaden the reach of sustainable tourism narratives

This regional strategy aligns closely with the following strategy from the statewide plan:

• Experiencing
• 4: Educate Children on the Importance of Destination Stewardship

CTO, DMOs