The Statewide Destination Stewardship Strategic Plan is comprehensive and reflective of tourism’s influence on numerous facets of the visitor and resident experience. It includes a glossary of terms to serve as a valuable resource for industry partners, promoting a deeper understanding of destination stewardship and its significance to various tourism stakeholders, while also guiding effective communication on the topic. Two focus areas guide the plan’s 118 community-led strategies, which are organized into 14 sections to achieve the vision for destination stewardship success. Strategies are divided into these focus areas to leverage the critical role of industry leadership in advancing destination stewardship and sustainability while enhancing collaboration across major tourism resources.  

Focus Area 1 centers on the traveler buying cycle, illustrating how destination organizations can drive destination stewardship efforts and inspire positive behavioral changes in travelers. Focus Area 2 provides a blueprint for Colorado’s shared stewardship of tourism resources and outlines ways stakeholders can advance destination stewardship through collaboration and partnership. These focus areas center around Colorado’s unique backdrop, where stewardship is actively embraced by residents and visitors alike. As the tourism industry continues to evolve toward stewardship, these focus areas will help stakeholders refine and develop additional key performance indicators. The ultimate vision of the plan is a future where environmental, social, and cultural needs are balanced, benefiting both residents and visitors. 

Focus Area 1: Industry Leadership and Support for Destination Stewardship  

Focus Area 1 leverages the traveler buying cycle to highlight the pivotal role that industry leaders, destination organizations, state tourism offices, and local businesses play in managing, promoting, and advancing destination stewardship. This approach condenses the traditional five-stage buying cycle into three stages: dreaming and seeking inspiration, planning, booking, and experiencing the destination. This simplification allows destination organizations to influence visitors through targeted communications and stewardship-focused materials. As travelers progress through the cycle, industry leaders have the opportunity to guide them toward sustainable practices. This approach not only integrates destination stewardship as a core principle but also attracts travelers who are committed to responsible tourism.   

Dreaming and Seeking Inspiration  

In this phase, destination organizations have an opportunity to engage travelers as they immerse themselves in the destination content and envision their itineraries. The CTO developed the Do Colorado Right campaign, which showcases their commitment to safety and sustainability through messaging dedicated to destination stewardship. This campaign creates engaging content with local influencers and hosts a dedicated microsite, which attracts conscious travelers. To implement this phase effectively, destination organizations aim to integrate destination stewardship principles into all marketing and public relations efforts, design stewardship-focused campaigns, and leverage video and photography to promote responsible tourism practices.  

Planning and Booking  

At this stage, industry leaders can encourage responsible visitation as travelers refine their itineraries and consider transportation and accommodations. In this approach, the destination organization can take the lead on various aspects of the planning process before the traveler arrives in Colorado. Destination organizations can amplify the Do Colorado Right messaging by providing low-impact transportation options, highlighting accessible trails, and recommending certified green businesses to guide travelers toward responsible travel choices. As part of this phase, industry leaders can provide travelers with comprehensive, accurate and easy-to-access information that will help them make informed decisions. Moreover, the Do Colorado Right consumer-facing microsite helps educate travelers on the importance of sustainability while helping both residents and visitors embrace sustainable travel across Colorado. Implementing this phase will involve developing stewardship campaigns that address various traveler needs, from incorporating messaging into visitor guides to working with industry partners to prepare destinations for adopting the messaging within a local context, including resources, tools, and education. 

Experiencing the Destination  

Once travelers arrive in Colorado, industry leaders can continue promoting sustainable tourism practices as they experience the state’s natural beauty and cultural attractions.  Through targeted campaigns, travelers will be encouraged to engage in responsible outdoor recreation, support sustainable travel, and deepen their connection to Colorado’s natural and cultural heritage. Educational signage in outdoor spaces, visitor centers, and other venues throughout the state will encourage travelers to become dedicated stewards of the land. 

Summary

The Colorado Tourism Office (CTO) sets a bold and innovative precedent with its 10-year Destination Stewardship Strategic Plan aimed at fostering responsible tourism. The plan emphasizes collaboration across industry leaders, residents, and other stakeholders to ensure tourism benefits Colorado’s communities, culture, and environment. By empowering destinations and aligning collective goals, the CTO strives to protect and enhance the state for both current and future generations.  

A key component of this initiative is the Destination Stewardship Council (DSC), which has been instrumental in shaping the strategic direction. The DSC will continue to regularly steer the plan’s implementation, convening to assess progress and adapt strategies. The CTO’s commitment to destination stewardship fosters a thriving, sustainable tourism ecosystem that preserves Colorado’s natural beauty and cultural heritage. Through continuous education, innovation, and goal alignment, this long-term vision enriches the lives of residents and visitors alike, positioning tourism as a force for good. 

Key Takeaways:

• Commit to Foundational Stewardship Strategies – Destinations can embed stewardship strategies into their organization's mission, staff roles, and daily operations. Destinations lay the groundwork for long-term success by making stewardship a core function. 
• Encourage Industry to Adopt Green Practices – Part 1 of the plan highlights the role of destination organizations in guiding tourism businesses toward greener, more sustainable practices. Identifying and promoting responsible businesses allows for increased participation from industry partners and increased awareness among visitors of best practices.   
• Integrate Stewardship into Marketing and the Traveler’s Journey –Part 1 emphasizes the need for destinations to incorporate stewardship into every stage of the traveler’s journey. From initial trip planning to on-site experiences, destination organizations can use marketing and visitor engagement to inspire responsible behaviors at every touchpoint.