Annual celebration highlights the important role of tourism in Colorado’s communities and economy
DENVER, Colo. (May 6, 2026) — The Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), is celebrating National Travel and Tourism Week (NTTW) May 3-9, 2026. This year’s theme, “Travel is Essential,” underscores the important role of travelers in driving economic growth, fostering strong communities, creating good-paying job opportunities and improving quality of life.
“Colorado’s natural beauty, endless adventure, and rich arts and culture offer something for everyone to love. Welcoming visitors to our state supports Colorado’s thriving economy and all our communities. National Travel and Tourism Week highlights how tourism grows our economy, creates new jobs, and encourages innovation across the state,” said Governor Jared Polis.
Since 1983, NTTW has showcased how travel fosters connection and builds the foundation for the quintessential American experience. This year’s theme highlights how travel is a foundational pillar of growth in every corner of the country. In Colorado, visitors spent $28.5 billion in 2024 and employed over 457,000 people. Additionally, travel-generated earnings reached $10.4 billion, demonstrating the industry’s substantial contribution to the state’s economy. This robust spending generated $1.9 billion in local and state revenues, delivering an average benefit of $800 per Colorado household.
“Colorado’s tourism industry contributes $28.5 billion to the economy and employs over 457,000 people across the state. The CTO plays a critical role in not only showcasing our iconic destinations but also in encouraging visitors to responsibly discover the hidden treasures that make our state unique,” said Eve Lieberman, Executive Director of OEDIT.
In addition to driving economic growth, the CTO is committed to fostering responsible tourism across the state. The landmark Destination Stewardship Strategic Plan released in 2024 was developed with input from over 1,000 stakeholders across Colorado and works to balance quality of life for residents with the visitor experience while safeguarding Colorado's natural environment, cultural heritage, and vibrant communities.
“Colorado’s tourism economy is powered by the people, places and experiences that make our state extraordinary,” said Colorado Tourism Office Director Timothy Wolfe. “National Travel and Tourism Week is both a celebration of that impact and a reminder of our shared responsibility to support our communities and protect what makes Colorado special, ensuring the state continues to thrive for residents and visitors alike.”
For more information about National Travel and Tourism Week, please visit www.ustravel.org/events/national-travel-and-tourism-week.
###
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 mission of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. In 2024, travelers in Colorado spent $28.5 billion in the state and supported over 457,000 jobs. For more information, please visit www.colorado.com.
About the Colorado Office of Economic Development and International Trade
The Colorado Office of Economic Development and International Trade (OEDIT) works to empower all to thrive in Colorado’s economy. Under the leadership of the Governor and in collaboration with economic development partners across the state, we foster a thriving business environment through funding and financial programs, training, consulting and informational resources across industries and regions. We promote economic growth and long-term job creation by recruiting, retaining, and expanding Colorado businesses and providing programs that support entrepreneurs and businesses of all sizes at every stage of growth. Our goal is to protect what makes our state a great place to live, work, start a business, raise a family, visit and retire—and make it accessible to everyone. Learn more about OEDIT.