Colorado’s sustainable tourism push shows signs of success
Travelers in Colorado set yet another record in 2018, but this time tourist spending eclipsed sheer numbers.
Colorado Tourism Office research released Thursday shows Colorado travelers spent $22.3 billion in 2018, a nearly 7% increase over the previous year while overall visitation numbers remained flat. The numbers indicate the tourism office’s two-year campaign to lure spendthrift visitors to less-trafficked corners of the state is gaining ground.
“I think this shows the plan is working,” said tourism office director Cathy Ritter, who three years ago launched a statewide listening tour to help craft a “tourism roadmap” designed to guide travelers off beaten paths while encouraging visitors to help protect Colorado’s natural resources.
Back in 2016, on the heels of six years of record-setting numbers of visitors, Ritter was hearing from Colorado residents weary of the impacts of all those travelers. In 2017, the Colorado Tourism Roadmap pivoted the state’s clarion call for tourists into a more focused campaign promoting sustainable travel experiences.
The tourism office last year forged a first-of-its-kind partnership with the Leave No Trace Center for Outdoor Ethics to infuse tourism marketing efforts with respect for Colorado’s public lands.
Read more via The Colorado Sun.
The Colorado Sun is a reader-supported news organization dedicated to covering the people, places and policies that matter in Colorado. Read more, sign up for free newsletters and subscribe at coloradosun.com.
Mountainfilm On Tour brings 10 documentary shorts, focusing on equity, to two local high schools and two local movie theaters. “Brotherhood Of Skiing,” for example, is about African Americans who love skiing and want to pass that love to the next generation.