Visit Alamosa Holds Annual Celebration of Great Sand Dunes National Park
Award-winning “We Love Our National Park” campaign unites businesses, residents and the park
Nestled in south-central Colorado, where towering snow-capped peaks meet over 30 square miles of breathtaking sand dunes, Visit Alamosa hosts a month-long celebration of Great Sand Dunes National Park and Preserve each spring. The “We Love Our National Park” campaign brings together business owners and residents of Alamosa, a welcoming gateway community, in partnership with the park that attracts approximately half a million visitors each year.
This initiative aligns with strategies from the Colorado Tourism Office (CTO) Regional Destination Stewardship Strategic Plan for the San Luis Valley to increase responsible visitation. It also supports strategies from the companion statewide plan to enhance destination stewardship through strategic partnerships with the private sector, as well as creating vibrant and welcoming public spaces.
Celebration Highlights: Business Perks, Events, Ranger-Led Activities and Art
Launched in 2021 as a COVID-19 recovery initiative, the campaign has earned Visit Alamosa recognition, including the 2022 Colorado Governor’s Award for Outstanding Community Tourism Initiative. Since its inception, the month-long celebration has taken place every April, coinciding with National Park Week (April 19-27, 2025).
To kick off the month, the City of Alamosa officially proclaims April as Great Sand Dunes Appreciation Month, sparking citywide festivities. Marketing efforts shine a spotlight on local businesses, showcasing the rich variety of things to do in Alamosa and the surrounding San Luis Valley. Participating businesses offer specials, display park-themed merchandise and create menu items in honor of the Great Sand Dunes. Visit Alamosa also provides customizable posters for businesses, encouraging them to share why they love national parks with customers.
Information packets, which include two $10 vouchers to encourage spending at local businesses, are distributed at local lodging properties and the Colorado Welcome Center. With a budget of $10,000 for vouchers, Visit Alamosa invites restaurants, retail shops and attractions to participate. The redemption rate for vouchers hovers around 40%, and engagement continues to grow in the campaign’s fifth year.
While each year’s celebration features unique activities, the spirit of community remains a constant. Annual events include First Friday gatherings, block parties with live music from local bands, and themed activities. Visitors can win “We Love Our National Park” merchandise by sharing what they love most about the Great Sand Dunes. The San Luis Valley Museum also hosts presentations with park rangers, and meet-and-greets with park staff take place at the dunes.
In 2024, Visit Alamosa invited community members to help paint a mural at the Colorado Welcome Center as part of the “Share the Love Community Mural Project.” Led by local artists, participants contributed to 12 paint-by-numbers murals. A special “We Love Our National Park” heart mural, created by a local artist and inspired by a Great Sand Dunes ranger, was unveiled alongside Visit Alamosa branding.
These efforts have significantly boosted local business revenue. In 2024, Visit Alamosa calculated a traveler spending impact of $53,500 based on voucher redemptions and average lodging rates.
2025 Theme: Caring for the Park
In 2025, the theme will focus on responsible recreation and support for the park during a time of staffing challenges. In addition to the $10 vouchers, this year’s information packets will include a passport with the Care for Colorado Leave No Trace Principles, encouraging visitors to engage in sustainable practices while enjoying the park. A sticker will also be included as a token of appreciation. Packets will be available at lodging properties and pop-up events in the community. Additionally, a digital campaign will run throughout April to spread the message of stewardship and responsible visitation. Partners hope to invite volunteers to participate in a stewardship project if staffing allows.
Share Your Success Story
Do you have a Colorado destination stewardship success story to share? Please reach out to the CTO and share your impactful work. We would welcome the opportunity to highlight the ways you are protecting our legacy of natural wonders, communities and cultural heritage for generations to come.
