Colorado Tourism Office takes new campaign on the road, with a stop in Avon |

Colorado Tourism Office takes new campaign on the road, with a stop in Avon

Carla Jean Whitley
Vail Mountain's Epic Discovery program debuted in summer 2016, with features including two rope challenge courses, a climbing tower, a bungee trampoline, ziplines for adults and more. TheColorado Tourism Office's initiative, “Colorado Come to Life,” targets not only national and international visitors to places like Vail, but also Coloradans themselves.
Mark Woolcott | Vail Resorts |

GLENWOOD SPRINGS — Tourism is more than good times; in a state such as Colorado, it’s a primary driver of economic development. The state saw 77.7 million visitors in 2015. The industry generated $1.13 billion in state and local taxes that year. Nearly one in nine Colorado jobs are related to tourism and hospitality.

That’s why the Colorado Tourism Office spent National Tourism and Travel Week, this week, traveling the state to share its new statewide strategic initiative. The group stopped in Glenwood Springs on Friday to give a roadshow presentation at the Glenwood Caverns Adventure Park before heading to Walking Mountains Science Center in Avon for an interactive nature walk.

A promotional video reiterated the effort’s value: “Colorado and tourism go hand in hand,” it began. “Visitors come for our unlimited vistas, cultural gems and all that sunshine mixed with deep snow.”

‘Colorado come to life’

The initiative, “Colorado Come to Life,” targets not only national and international visitors, but also Coloradans themselves. Coloradans account for 30 percent of overnight and 66 percent of day trips, according to the office. The Colorado Tourism Office aims not to increase the number of state visitors, but to maximize the economic impact of existing guests while minimizing environmental impact.

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“We’re putting our focus on generating greatest financial impact possible from existing visitors,” said Colorado Tourism Office Director Cathy Ritter, who noted visitor spending has grown at nearly twice the national average. “Every corner has the opportunity to benefit from travel spending.”

The campaign is guided by four pillars:

• Compete: Strengthen Colorado’s competitive position and the resilience of its tourism industry.

• Create: Increase visitation through creation and branding of new traveler experiences.

• Steward: Protect the integrity of Colorado resources through sustainable tourism.

• Advocate: Communicate the power of tourism to drive economic and lifestyle benefits.

Drawing in-state visitors to less-frequented spots is one aspect of stewardship, Ritter said. For example, Glenwood Canyon’s Hanging Lake is a must-see spot for many visitors. But the trail often sees more traffic than it can reasonably sustain. The tourism office’s plan would work to draw attention to less-trafficked areas, thereby preserving natural resources while spreading financial benefit to all corners of the state.

The Colorado Tourism Office website’s itinerary builder will help with that, said Director of U.S. Marketing Amber King, and material throughout the site will help educate visitors about sustainability. The website also highlights volunteer opportunities throughout Colorado. Social media further extends that message; for example, the account managers might respond to a Hanging Lake post with, “Great photo. Don’t walk on the log!”

The plan includes both visitor-facing and industry-facing aspects. Tourists can visit for a wealth of information about the state, including tools to plan a customized itinerary. They may also stop at any of the state’s welcome centers for in-person guidance from one of the office’s volunteers.

Businesses that wish to attract tourists can participate in several Colorado Tourism Office co-op programs, which provide marketing resources at a smaller cost than what an organization would pay on its own. Those include brand-share opportunities, leadership programs and matching grant programs. Tourism partners also run the office’s Instagram account, @visitcolorado, with a different partner highlighting its destination each week.

“It’s about coming together and understanding what you have in the community and how to connect the dots,” said Jill Lammer, CTO’s director of heritage and agritourism.

To learn more or begin exploring other parts of the state, visit Potential tourism industry partners can find more information at

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