Colorado’s spectacular Rocky Mountain scenery has long drawn everyone from families on a driving holiday to hardcore climbers and skiers. Visitors discover a state rich in history, geology, and nature, and they come in increasing numbers. The U.S. state has risen to the challenge with a collaborative, statewide destination stewardship plan that builds from the community level. Jill Corbin, Deputy Director of Destination Stewardship at the Colorado Tourism Office, describes it for us. All photos are courtesy of Colorado Tourism Office.
tourists who visit annually.
A Statewide Destination Stewardship Initiative Gets Underway
Developed with input from more than 1,000 stakeholders, the state of Colorado hopes to redefine what it means to be a world-class destination through its comprehensive Destination Stewardship Strategic Plan. Colorado is anchoring its tourism future in a simple belief: tourism should be a force for good.
In keeping with the Plan, the Colorado Tourism Office (CTO) is charting a community-centered path that balances visitor growth with long-term sustainability, equity, and protection of Colorado’s most treasured resources. Whether through our electrified scenic byways, the “Do Colorado Right” campaign on educating visitors, or innovative accessibility initiatives, Colorado is demonstrating how destination management organizations (DMOs) can advance sustainable, inclusive tourism while minimizing environmental impact.
The destination stewardship plan focuses on two areas. Foundational Strategies provide procedures for elevating tourism industry leadership so that by 2035, tourism organizations in Colorado will display stewardship commitment through their staffing, programs, and communications. The second area, Stewardship of Resources, aims at engaging industry and supporting partners in collaboratively managing the resources essential to support Colorado’s tourism economy.
Destination Stewardship Grounded in Community and Shared Resources
At the heart of the CTO’s plan are 10 shared tourism resources that reflect the foundation of Colorado’s visitor economy:
- communities,
- outdoor recreation,
- wildlife and biodiversity,
- cultural heritage,
- arts and creative industries,
- local tourism enterprises,
- transportation,
- agriculture, food, and drink,
- the tourism workforce, and
- climate.
While tourism organizations may not manage these resources directly, they can elevate and support them through alignment, collaboration, and advocacy.
Statewide: Through the award-winning “Do Colorado Right” campaign, featuring ads, social posts, signage templates, and posters, the CTO encourages responsible behavior. Its companion initiative, “Doo Colorado Right,” addresses the pressing issue of human waste on public lands. Originating with the Gunnison Crested Butte Tourism and Prosperity Partnership and supported by more than 30 partners, the program has distributed over 10,000 pack-out bathroom kits at trailheads and offers lighthearted, educational tools like the Daily Dump newsletter. In addition, all tourism partners are encouraged to share the CTO’s “Do Colorado Right Even When Nature Calls” video. Recent surveys indicate a measurable shift in visitor behavior – proof that stewardship education can be effective and scalable.
In 2025, the CTO became the first U.S. statewide DMO to partner with The Travel Foundation on a climate initiative. The Colorado Tourism Climate Champions Program empowers tourism partners with tools, training, and expertise to create and implement localized climate action plans tailored to their destinations.
Local level – Examples include Visit Alamosa’s “We Love Our National Park” campaign, which promotes community pride and responsible recreation at Great Sand Dunes National Park and Preserve. Launched in 2021 and expanded annually, the initiative includes events, park-themed promotions, and business incentives. In 2024, the campaign generated approximately $53,500 in traveler spending, showing how local stewardship can deliver both economic and environmental benefits.
With CTO support, Visit Leadville-Twin Lakes developed the Friends of Lake County stewardship group. Since this program started in 2022, the stewardship group has completed 39 projects powered by 630 volunteer hours. Volunteers cleared eight tons of garbage, dismantled 400 fire rings and removed three truckloads of human waste.
In 2022, with CTO support, Visit Ouray developed the Do Ouray Right ambassador program, placing staffed booths at trailheads and community events. In just one year, ambassadors informed over 1,700 visitors – twice the population of the town – on how to minimize their impact on public lands.
Sustainability in Action
High-tech travel – One of the state’s most visible stewardship efforts is the expansion of Colorado’s Electric Byways, a collaborative initiative between the CTO, the Colorado Energy Office, and the Colorado Department of Transportation. By installing electric vehicle (EV) charging stations on 18 of 26 scenic and historic byways, the program supports rural tourism, cuts carbon emissions, and enhances travel for eco-conscious visitors. A dedicated Electric Byways Toolkit helps DMOs and visitor centers promote their participation. EV travel now accounts for 16% of destination visits statewide.
Heritage Preservation – Good destination stewardship includes preserving and interpreting history. At the Amache National Historic Site in Granada, high school students lead preservation efforts at the former WWII-era Japanese American incarceration camp. Under educator John Hopper, the program has spanned three decades and helped Amache gain its designation as a national historic site in 2024. Students help operate the museum, lead tours, and engage in national outreach – cultural stewardship that originates in the classroom and resonates on a global scale.
A More Inclusive Future
Tourist inclusivity is another aspect of our approach. In 2024 Visit Denver launched the digital Guide to an Accessible Denver, featuring over 30 attractions, adaptive activities, and transportation tips for visitors with physical, sensory, or cognitive needs.
At the statewide level, the CTO’s Accessible Travel Program, launched in partnership with Wheel the World, helps destinations make their experiences more welcoming and barrier-free. Five destinations have now achieved Destination Verified status: Glenwood Springs, Pueblo, Beaver Creek, Colorado Springs, and Estes Park. In these five communities, 112 tourism businesses are certified to Wheel the World standards – hotels and restaurants, hot springs and parks, river rafting, museums, transportation, sports venues, and more. Their work underscores that accessibility isn’t an add-on – it is central to sustainable destination development.
Collaboration, Care, and Vision
Rather than relying on top-down mandates, Colorado has cultivated a collaborative model rooted in regional partnerships, community engagement, and shared values that align action-ready tourism tools with long-term goals such as environmental preservation, cultural integrity, equity, and climate resilience. From backcountry accessibility to community-driven campaigns, we are creating a system that delivers real benefits to both residents and travelers.
As destinations around the world confront growing visitor pressures, climate challenges, and the threats to cultural heritage, Colorado’s inclusive, locally driven destination stewardship approach offers hope, demonstrating that tourism can thrive when rooted in collaboration, care, and commitment to the future.