A Unified Vision for the Future

The Colorado Tourism Office’s 10-Year Destination Stewardship Strategic Plan charts a bold, collaborative vision for the future of tourism in the state. At its heart is a simple but powerful belief: tourism can and should be a force for good.

"The Destination Stewardship Strategic Plan showcases Colorado’s commitment to balancing economic growth, environmental preservation, and community well-being," said Timothy Wolfe, director of the Colorado Tourism Office. "This initiative is forward-thinking implementing strategies that ensure the resilience of both the tourism industry and the state's natural resources for generations to come."

Shaped by more than 1,000 stakeholders, the plan is divided into two key focus areas: 

• Focus Area 1: Elevates industry leadership in driving stewardship and sustainability.
• Focus Area 2: Provides a collaborative framework for managing and protecting shared tourism resources across Colorado.

Together, these focus areas serve as a guide for destination organizations, local communities, and the tourism industry, encouraging alignment with existing efforts by state and federal agencies, and stewardship partners. 

Focus Area 2: Shared Stewardship of Tourism Resources  

Focus Area 2 of the Colorado Tourism Office’s 10-Year Destination Stewardship Strategic Plan spotlights 10 essential shared tourism resources that form the foundation of Colorado’s tourism economy: communities, outdoor recreation, wildlife and biodiversity, cultural heritage, arts and creative industries, local tourism businesses and organizations, transportation, agriculture, food and liquid arts, the tourism workforce, and climate.  

This focus area acknowledges that, although the tourism sector—especially organizations like the CTO and destination marketing organizations (DMOs)—may not lead all stewardship efforts, it plays a critical supporting role. The tourism industry can amplify existing initiatives, build cross-sector partnerships, and help promote sustainable, equitable, and responsible use of these shared resources.

As with Focus Area 1, the "Do Colorado Right" campaign is woven throughout Focus Area 2, underscoring the importance of educating visitors and residents alike on responsible travel behavior, sustainable practices, and the value of supporting local businesses. The campaign promotes best practices for managing tourism’s impact, such as responsible wildlife interactions, the use of alternative transportation, and community engagement in environmental stewardship. 

Focus Area 2 was shaped through extensive stakeholder input, including guidance from the CTO’s Destination Stewardship Council and insights from over 1,000 individuals who participated in interviews, surveys, and workshops statewide. This input culminated in a 14-month strategic planning process designed to foster alignment with Destination Stewardship principles across all sectors. 

Focus Area 2: A Deeper Look at Colorado’s Shared Tourism Resources

Community  

Colorado’s communities—each with its distinct charm, culture, and natural beauty—are vital tourism resources. The plan emphasizes generating positive impacts for residents, such as job creation, infrastructure improvements, and the growth of local businesses. By aligning tourism development with community needs, the plan fosters a shared sense of stewardship and enhances residents’ quality of life. 

Outdoor Recreation  

Outdoor recreation is a vital part of Colorado’s identity and economy. The plan champions sustainable outdoor practices, equitable access, and volunteer opportunities that allow both visitors and locals to engage directly in preserving Colorado’s outdoor treasures. This section includes strategies that support the long-term vitality of recreational spaces while deepening the public’s connection to them.

Wildlife & Biodiversity  

From alpine tundra to high plains, Colorado is home to incredibly diverse ecosystems. This section emphasizes the preservation of undisturbed habitats and the protection of native wildlife to ensure biodiversity thrives. The tourism sector supports this vision by promoting responsible interaction with wildlife and backing conservation efforts.

Cultural Heritage  

Colorado’s rich and layered cultural history—including Indigenous traditions, mining heritage, and frontier narratives—is an essential component of its tourism appeal. The plan calls for proactive preservation, interpretive storytelling, and statewide initiatives that protect and promote this heritage for future generations.  

Arts & Creative Industries  

The creative sector—including music, art, film, and design—enriches the visitor experience and highlights Colorado’s vibrant cultural identity. By partnering with local artists and organizations, the tourism industry helps elevate the arts, encouraging creative expression that resonates with both residents and tourists. This focus area aims to celebrate, support, and sustain local talent within a tourism framework.

Local Tourism Businesses & Organizations  

Small businesses and tourism service providers form the backbone of Colorado’s tourism economy. Their unique offerings and contributions drive economic growth, generate employment, and elevate the visitor experience. The plan supports these businesses by promoting long-term sustainability strategies that benefit both the economy and local communities.

Transportation  

Colorado’s expansive transportation network plays a pivotal role in tourism by connecting domestic and international destinations through a diverse transportation infrastructure—including airports, railways, highways, and public transit. The plan promotes stewardship by encouraging sustainable mobility solutions such as car-free itineraries, the expansion of EV infrastructure, renewable energy initiatives, and waste diversion strategies. These efforts reduce environmental impact and enhance the travel experience. 

Agriculture, Food and Liquid Arts  

Colorado’s culinary landscape is deeply rooted in its agricultural heritage. Tribal traditions, local farms, and regional specialties offer authentic, place-based experiences that connect visitors with the state’s cultural and environmental richness. Focus Area 2 supports training, innovation, and recognition for producers in the food and beverage sector, strengthening local food systems and preserving cultural heritage.

Workforce  

Colorado’s tourism workforce—spanning guides, servers, hospitality professionals, transportation providers, and beyond—is a critical shared resource. These individuals shape the visitor experience and reflect the values of stewardship. The plan calls for investments in workforce development, expanded access to leadership pathways, and addressing systemic challenges like affordable housing and childcare. The goal is to retain talent and build a more resilient, inclusive tourism sector.

Climate  

The climate is a global shared resource—and a central concern for Colorado’s tourism future. Climate change threatens natural ecosystems, visitor patterns, and community resilience. The plan positions the tourism industry as a valuable partner in adopting climate-smart practices, supporting adaptation strategies, and raising awareness around environmental stewardship. Sustainability is no longer optional—it is now foundational to the industry's longevity.

Summary: Destination Stewardship Through Shared Responsibility  

Focus Area 2 underscores the urgent need to preserve and enhance Colorado’s essential tourism resources. This responsibility cannot be carried out by one organization or sector alone. Through collaborative partnerships with land managers, nonprofits, local governments, and communities, the tourism industry can align efforts, identify shared challenges, and amplify programs that already exist.

Although destination organizations and industry leaders may not own these resources, their influence, reach, and relationships position them to play a transformative role. By facilitating partnerships, supporting local efforts, and using tourism as a force for good, they can help ensure that Colorado’s landscapes, cultures, and communities remain vibrant for future generations.  

Learn more about the Colorado Destination Stewardship Strategic Plan here.