Colorado Tourism Office Launches ‘Care for Coloradans’ Initiative Encouraging Travelers to Protect Destinations and People


Videos and more housed on new ‘Care for Colorado’ hub on 

The Colorado Tourism Office (CTO) today released a new animated video as part of a comprehensive initiative promoting the state’s new take on responsible travel, encouraging visitors to show care not only for destinations but for the people who call them home.

The one-minute “Care for Coloradans” video features a host of animated Colorado creatures sharing five steps to keeping everyone safe, with lines like “How about a ski between you and me?” Regarding masks, it advises,  “Keep one in your pocket in case you need to rock it.”

“As Colorado continues to take steady and thoughtful steps to reopening, the health and safety of visitors and residents remains our highest priority,” said CTO Director Cathy Ritter. “After the great sacrifices that have been made to protect our state, it’s vitally important to set clear expectations so we can maintain all the gains that have been made and stay on course to reopen Colorado’s tourism economy.”

The Care for Coloradans initiative also includes a new Responsible Travel edition of the “Are You Colo-Ready?” brochure, as well as a poster that will hang in all Colorado Welcome Centers. Prepared with input from the Colorado Department of Public Health and Environment, the materials outline five critical components of safe travel, including physical distancing, facial coverings, cleanliness, staying home when sick and being aware of local guidance. All materials are being shared in a toolkit for use by anyone or any organization in Colorado.

As part of this initiative, the CTO also released a series of “etiquette” videos. The four one-minute videos take aim at educating visitors on everything from “The Etiquette of Poop,” to the proper ways of staying on trails, managing wildlife encounters and keeping campfires safe. Each video lifts up one of the seven Leave No Trace Care for Colorado Principles, which the CTO developed in 2018 in collaboration with the Leave No Trace Center for Outdoor Ethics.

All of the videos as well as the “Are You Colo-Ready?” quiz and other content can be viewed on a new Care for Colorado content hub on at

The CTO and Leave No Trace Center for Outdoor Ethics broadened its partnership earlier this year by forming the Care for Colorado Coalition, now encompassing seven other statewide organizations committed to spreading awareness of destination stewardship. Coalition members include the Colorado Hotel and Lodging Association, Colorado River Outfitters Association, Colorado Dude & Guest Ranch Association, Colorado Association of Ski Towns, Colorado Association of Destination Marketing Organizations, the Colorado Mountain Club, Bicycle Colorado and Colorado Parks and Wildlife. 


About the Colorado Tourism Office: The Colorado Tourism Office (CTO) is a division of the Governor’s Office of Economic Development and International Trade. The CTO’s mission is to generate traveler spending by the promotion of Colorado as a four-season, four-corner, world-class travel destination and development of compelling, sustainable travel experiences. In 2018, Colorado travelers spent $22.3 billion, generating $1.37 billion in local and state revenues. To replace those revenues would cost each Colorado household an additional $659 in taxes. Tourism is the state’s second-largest employer, with visitors directly supporting 174,400 jobs. For more information, please visit