DENVER – Today, the Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), announced the grand reopening of the Fruita Welcome Center in Fruita, Colorado. The newly renovated center introduces a modern and interactive environment designed to better serve travelers while maintaining the personal connection that defines Colorado hospitality.
“This clean, fun, and educational welcoming center will improve Coloradans and visitors' experience while in Fruita. Tourism strengthens local economies, creates jobs, and shows visitors why Colorado is the best state in the nation. This new center will help Coloradans and visitors plan activities, find local events, and learn about the region,” said Governor Polis
“Colorado Welcome Centers play a key role in supporting strong tourism which in turn strengthens local economies by supporting small businesses and shaping how visitors experience the state. We are thrilled to celebrate the reopening of the Fruita Welcome Center, which will promote responsible travel and support economic growth,” said OEDIT Executive Director Eve Lieberman.
Originally opened in 1987, the new Fruita Welcome Center, created under the design theme of bringing the outside-in, was shaped by traveler insights and designed to enhance every stage of the visitor journey—from finding the center and navigating the space to inspiring travelers to explore more of Colorado and share their experiences. The center blends physical and digital experiences through interactive trip-planning tools, a community screen highlighting local events, and family-friendly educational experiences, including a whitewater rafting game and dino dig.
While the visitor experience has been modernized, the center continues to emphasize the Colorado hospitality offered by the Welcome Center staff and volunteers, including the complimentary cup of coffee that welcomes travelers through the door.
“Colorado Welcome Centers play a critical role in helping travelers discover destinations, communities and experiences throughout the state. As visitor expectations evolve, our centers are evolving alongside them,” said Timothy Wolfe, CTO Director. “This reopening reflects the forward-thinking work that’s helping ensure Colorado remains a top destination for visitors while also demonstrating our commitment to destination stewardship. The Fruita Welcome Center will serve as inspiration for future remodels and new Welcome Center designs.”
Welcome Centers are a key part of Colorado’s tourism infrastructure, connecting visitors to experiences, communities, and businesses in the state. Across Colorado, Welcome Centers serve 1.5 million visitors annually.
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, Colorado travelers spent $28.5 billion, generating $1.9 billion in local and state revenues. Additionally, the tourism sector supported 457,000 jobs across the state in 2024. 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.
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