Colorado Tourism Office

Colorado Tourism Office
Name	Colorado Tourism Office
Formed	2000
Jurisdiction	State of Colorado
Headquarters	Denver, Colorado
Chief1 position	Director
Parent agency	Colorado Office of Economic Development and International Trade
Website	https://www.colorado.com

Contents

History
Organization and structure
Marketing campaigns and initiatives
Economic impact
Partnerships and collaborations
See also

Colorado Tourism Office. The office is the state's official destination marketing organization, charged with promoting Colorado as a premier travel destination to domestic and international visitors. Established by an act of the Colorado General Assembly, it operates under the umbrella of the Colorado Office of Economic Development and International Trade. Its mission focuses on driving economic growth through tourism, supporting communities statewide, and stewarding the state's natural and cultural resources.

History

The modern office was formally created in 2000 through legislation signed by then-Governor Bill Owens, consolidating and refocusing the state's tourism promotion efforts. This legislative action followed decades of varied promotional activities, including early campaigns by the Colorado Advertising and Publicity Committee in the mid-20th century. Key historical moments in its development include the launch of the iconic "Colorado: Come to Life" campaign and the strategic response to economic downturns, such as the Great Recession and the COVID-19 pandemic in Colorado, which emphasized promoting safe, responsible travel. The office's evolution reflects broader trends in the American tourism industry, shifting from generic advertising to targeted, experience-driven marketing.

Organization and structure

The office is led by a director appointed by the Governor of Colorado and overseen by the Colorado Tourism Board, a governor-appointed body representing different regions and industry sectors. Its internal structure includes divisions focused on marketing, research, film promotion, and grant administration. It operates with a combination of state-appropriated funds and revenues from the Colorado Tourism Promotion Act, which utilizes a portion of lodging tax collections. The office maintains close operational ties with History Colorado and the Colorado Department of Transportation for collaborative projects. Regional representation is facilitated through partnerships with entities like Visit Denver and the Colorado Springs Convention & Visitors Bureau.

Marketing campaigns and initiatives

A cornerstone initiative is the long-running "Colorado: Come to Life" campaign, which emphasizes transformative outdoor experiences. The office executes sophisticated digital marketing strategies, leveraging platforms like Instagram and partnerships with The New York Times and Condé Nast Traveler. Notable sub-campaigns have included "Keep Colorado Colorful," promoting inclusive travel, and "Do Colorado Right," focused on Leave No Trace principles and stewardship. It also manages the Colorado Film Commission, attracting productions like *The Shining* and Ford v Ferrari. Seasonal campaigns highlight specific activities, from skiing in Aspen to wildflower viewing in Crested Butte.

Economic impact

Tourism is a critical economic driver for the state, consistently ranking among the top industries. According to research conducted in partnership with Dean Runyan Associates, the sector generates billions in annual traveler spending, supporting hundreds of thousands of jobs across hospitality, retail, and transportation. This spending significantly contributes to state and local tax revenues, funding essential services in municipalities from Telluride to Fort Collins. The office's grant programs, such as those supporting the Colorado Historic Preservation fund, directly stimulate economic development in rural communities. Major events like the National Western Stock Show and the Telluride Film Festival illustrate the sector's broad economic reach.

Partnerships and collaborations

The office fosters extensive collaborations with federal, state, and local entities. Key partners include the United States Forest Service, National Park Service (for destinations like Rocky Mountain National Park and Mesa Verde National Park), and Colorado Parks and Wildlife. It works closely with industry associations like the Colorado Hotel and Lodging Association and the Colorado Restaurant Association. International marketing efforts are coordinated with Brand USA and through overseas offices in key markets like the United Kingdom and Germany. Collaborative projects with Native American tribes, such as the Southern Ute Indian Tribe, promote cultural heritage tourism.