DENVER, CO, Sept. 18, 2024 — The Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), is proud to announce the completion of its year-long Colorado Destination Stewardship Strategic Planning Initiative. This groundbreaking effort has resulted in the creation of a statewide Destination Stewardship Strategic Plan, accompanied by eight regional plans. These strategic plans aim to balance the quality of life for residents with the visitor experience while safeguarding Colorado's natural environment, cultural heritage, and vibrant communities. Initiated in May 2023, this effort marks a significant milestone in Colorado’s approach to tourism management and sustainable travel.

“Colorado’s thriving tourism industry draws people from around the world and continues to be an important economic driver. Our plan is focused on balancing our incredible quality of life and our world-class outdoors and communities, with the experience of visitors who come to our great state. This will ensure that we remain a leader in tourism and outdoor recreation for decades to come,” said Governor Jared Polis.

The CTO remains dedicated to maximizing tourism's potential to drive economic growth, create jobs, and enhance the quality of life for Colorado residents. With a commitment to responsible tourism, the CTO’s Destination Stewardship Department—established as the first of its kind in the nation—leads efforts to balance economic benefits with preserving Colorado’s natural and cultural resources. These new plans build on this commitment through collaboration with industry leaders, government agencies, and communities statewide.

Developing the Destination Stewardship Strategic Plan involved over 1,000 stakeholders from across Colorado. The planning process prioritized diversity, equity, inclusion and accessibility to give Colorado residents a voice in shaping the future of tourism. The CTO extends sincere appreciation to all participants, including government representatives, destination marketing and management organizations (DMOs), the CTO Board of Directors, industry associations and local businesses. Through virtual meetings, workshops, interviews, and surveys, these stakeholders shared their expertise and vision, shaping a strategy that reflects collective aspirations for Colorado’s future. Central to this initiative is the indispensable leadership of the CTO’s Destination Stewardship Council (DSC). Comprising industry leaders, the DSC has been instrumental in shaping the strategic direction outlined in these plans.

"The development of this plan is a true reflection of Colorado’s spirit—where collaboration and shared responsibility drive us toward a common goal,” said Eve Lieberman, Executive Director of OEDIT. “By involving over 1,000 stakeholders from across the state, we’ve ensured that this strategy is for the industry, by the industry, addressing our current challenges and preparing us for future opportunities in a way that benefits both residents and visitors.”&nbsp;

In developing the Destination Stewardship Strategic Plan, the CTO built on the foundation of existing local efforts, aligning strategies to ensure its relevance across all destinations in Colorado. By integrating industry-leading KPIs, the plan offers a comprehensive framework that is adaptable to various stages of destination stewardship. It serves as a valuable resource for both established and emerging efforts, supporting communities across Colorado while positioning the state as a leader and model for others.

“This plan is a roadmap for the future of Colorado tourism, shaped by the collective vision of our industry and communities to position tourism as a force for good," said Timothy Wolfe, Director of the CTO. "We are grateful to our partners and look forward to implementing these strategies,&nbsp; ensuring visitors and residents continue to Do Colorado Right.”

A Vision for the Future

The Colorado Destination Stewardship Strategic Plan aims to be transformational, ensuring that tourism in the state benefits all stakeholders. The three primary outcomes of this planning process are:

<ul>
	<li>Statewide Destination Stewardship Strategic Plan: A comprehensive blueprint for balancing tourism growth with community and environmental preservation.</li>
	<li>Eight Regional Destination Stewardship Strategic Plans: Tailored strategies to address local challenges and opportunities.</li>
	<li>Destination Stewardship Glossary of Terms: A standardized set of definitions for consistent communication within the Colorado tourism industry.</li>
</ul>

The regional plans include case studies from local areas, in-depth information about existing work, and identification of 8-12 priority strategies that reflect the distinct characteristics of each region. The localized approach taken in crafting these plans empowers communities to address their specific challenges and opportunities, allowing for more precise resource allocation and the implementation of strategies aligned with each region's needs.

Engagement and Implementation

The implementation of the Colorado Statewide Destination Stewardship Plan is a substantial endeavor requiring coordination among state and federal agencies and tourism partners. The Destination Stewardship Council (DSC) will serve as the implementation steering committee, guiding progress and fostering collaboration.

An annual report and online dashboard will track progress, celebrate achievements and demonstrate the collective impact of destination stewardship across Colorado. The CTO encourages partners and communities to explore the plans via a user-friendly online platform, designed to inspire participation and amplify shared goals.

These 10-year plans are designed to evolve with the tourism landscape, fostering partnerships that uplift destination stewardship in every Colorado community. They provide communities with comprehensive guidance, offering resources and strategies to protect and enhance the state for future generations.

For more information on the Colorado Tourism Office's Destination Stewardship Strategic Plan, please visit <a href="http://www.ctostewardship.com/">www.CTOstewardship.com</a>.&nbsp;

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About the Colorado Tourism Office:&nbsp;

The Colorado Tourism Office (CTO) is a division of the Governor’s Office of Economic Development and International Trade. The vision 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 2023, Colorado travelers spent $28.2 billion, generating $1.8 billion in local and state revenues, reducing the tax burden for every Colorado household by $800. For more information, please visit <a href="http://www.colorado.com/">www.colorado.com</a>.