Situational Analysis
The 12-county Mountains and Mesas region stands out for its dramatic landscapes, vibrant ecosystems, rich cultural history, and productive agricultural lands. Home to two national parks, numerous national monuments, scenic byways, and the highest concentration of lakes and rivers in the state, this rugged region offers abundant outdoor recreation opportunities. The Western Slope is agriculturally rich with a strong farm-to-table ethos reflected in its many farms, orchards, vineyards, and ranches. The region’s cultural diversity is reflected in its American, Hispanic, and Native American heritage, while well-preserved historical and archaeological sites reveal stories of habitation and deep connections to the land.
The destination stewardship priority strategies identified through stakeholder consultations for this region include:
- Encourage Responsible Visitation and Stewardship
- Care for the Region’s Wildlife
- Provide a Comprehensive Overview of the Region’s Cultural Heritage
- Engage Artists and Creative Industries in Stewardship
- Support Local Agriculture and Advance Agritourism
- Elevate Tourism Entrepreneurship
- Address Workforce Housing Challenges
- Promote Alternative Modes of Transportation and Car-Free Tourism
Tourism Assets and Infrastructure
Amtrak Stations: Grand Junction
Commercial Airports: Durango, Cortez, Grand Junction, Gunnison, Montrose, Telluride
Scenic Byways: Alpine Loop, San Juan Skyway, Silver Thread, Tracks Across Borders, Trails of the Ancients, Unaweep Tabeguache, and West Elk Loop Scenic Byways
National Public Lands (parks/historic sites): Black Canyon of the Gunnison National Park, Canyon of the Ancients National Monument, Colorado National Monument, Curecanti National Recreation Area, Dominguez-Escalante National Conservation Area, Gunnison Gorge National Conservation Area, Hovenweep National Monument, Mesa Verde National Park
Main Streets: Lake City, Montrose, Ouray, Pagosa Springs, Ridgway, Silverton
Creative Districts: Crested Butte Creative District, Downtown Grand Junction Creative District, Durango Creative District, Gunnison Creative District, Mancos Creative District, Paonia Creative District, Ridgway Creative Main Street, Telluride Arts District,
State Parks and 66 State Wildlife Areas: Crawford State Park, James M. Robb Colorado River State Park, Highline State Park, Lone Mesa State Park, Mancos State Park, Navajo State Park, Paonia State Park, Ridgway State Park, Sweitzer State Park, Vega State Park
Economic Impact of Tourism in 2023
- Visitor Spending: $2.3B
- Other Travel Spending: $113.5M
- Total Travel Spending: $2.4B
- Travel Industry Earnings: $735.5M
- Employment: 18,900 jobs
- Local Tax: $88.5M
- State Tax: $60.4M
- Total Tax: $148.9M
Regional Destination Stewardship Partners
Within the Mountains and Mesas travel region, many organizations are dedicated to advancing destination stewardship. These partners include government agencies, DMOs, and nonprofits focused on environmental conservation and outdoor recreation. Given the vast and varied geography of the twelve-county region, these organizations tend to operate at the municipal or county level rather than across the entire region. Additionally, the dispersal of attractions and towns, along with the abundance of public lands and outdoor recreation opportunities, means there is no standard route for traveling through Mountains and Mesas. Refer to Annex 2 for a list of regional destination stewardship partners.
Strategic Planning Process
The destination stewardship strategic planning process for the Mountains and Mesas travel region involved extensive consultations with stakeholders to understand their perspectives and priorities, garner broad-based support, and align the plan with their needs and expectations. This was accomplished through a series of in-person workshops, interviews, webinars, and surveys conducted from June 2023 through June 2024. Stakeholders actively participated and contributed to the development of the regional plan through these diverse engagement methods:
July – September 2023: Introductory Meetings
During this initial phase, an introductory webinar was conducted in each region to introduce the destination stewardship strategic planning initiative and engage participants in identifying the key priorities throughout the state.
September – October 2023: Regional Workshops
Regional workshops were held in Montrose and Durango to gather further input on priority issues and potential solutions.
August – November 2023: Stakeholder Interviews
Through one-on-one conversations, the regional facilitator delved deeper into the priority issues to understand the root causes, the current efforts to address them, and future opportunities.
December 2023: Stakeholder Survey
An online survey was offered to tourism stakeholders and community members to raise awareness of the strategic planning process, encourage broader participation and gather additional input on future priorities and opportunities for tourism.
April 2024: Regional Presentation and Roadshow
A regional presentation was held in Durango, accompanied by a “roadshow” featuring a series of focused discussions and meetings. These meetings provided an overview of the draft statewide strategy and allowed attendees to discuss region-specific strategies and priorities for inclusion in the draft plan.
June 2024: Public Feedback Process
The draft plan was made available online, giving stakeholders the opportunity to provide comments and suggestions before finalization.
Key Metrics:
- 24 individual stakeholder Interviews
- 101 attendees across three workshops
- 24 individuals consulted during roadshow meetings
The following strategies emerged from the consultation process, providing a framework for the region to address collectively its most pressing destination stewardship priorities over the next ten years.
Acknowledgments
The development of a Destination Stewardship Strategic Plan for the Mountains and Mesas travel region was a collective undertaking of over 200 stakeholders throughout the region. We express our profound appreciation to all individuals who played a pivotal role, including representatives from government agencies, destination management/marketing organization (DMO) partners, industry associations, tourism stakeholders, and residents. Through virtual meetings, workshops, interviews, and surveys, you generously shared your expertise, perspectives, and vision, shaping a comprehensive strategy that reflects our collective aspirations for destination stewardship. Special recognition is also extended to the members of the Destination Stewardship Council (DSC), whose guidance and leadership steered the process with wisdom and foresight.
The Colorado Tourism Office (CTO) also extends our gratitude to Solimar International and their team of regional consultants for facilitating the development of the Colorado Destination Stewardship Strategic Plan and eight Regional Plans. Their dedication and expertise were instrumental in guiding us through a comprehensive and inclusive stakeholder consultation process, resulting in a plan reflective of the perspectives and voices of stakeholders.
Solimar International Team
- Mimi Mather, Mountains and Mesas Regional Facilitator
- Chris Seek, Team Leader
- Natalie Sellier, Project Manager
The development of the regional Destination Stewardship Strategic Plans was made possible through the generous grant funding of the Coronavirus State and Local Fiscal Recovery Funds.