Colorado Destination Stewardship Planning

Challenge

How can Colorado sustain the benefits of tourism while addressing rising visitation, climate pressures, and growing concerns from local communities?

Solution

To meet the growing demand for sustainable tourism solutions, the Colorado Tourism Office (CTO) partnered with Solimar International to develop a statewide Destination Stewardship Strategic Plan—the first of its kind for Colorado. Solimar facilitated a year-long, inclusive planning process that brought together residents, tourism leaders, public agencies, and private partners across Colorado’s eight travel regions. The result was a comprehensive statewide plan and eight regional strategies, each tailored to the needs of local communities and grounded in the principles of sustainability, equity, and long-term stewardship. Solimar continues to support the implementation of these plans by building coalitions, managing stewardship councils, and leading research to monitor impact.

Results and Impact

9

Destination Stewardship Plans delivered (1 statewide, 8 regional)

1000+

Tourism Stakeholders involved in the planning process

24

Public planning workshops organized

Lessons Learned

1.

Inclusive Planning Leads to Shared Ownership – Through regional workshops, surveys, and interviews, Solimar ensured that voices from every corner of the state were heard—laying the foundation for long-term commitment and cross-sector collaboration.

2.

Stewardship Requires Strategic Governance – Solimar helped CTO facilitate formal stewardship structures, including the Destination Stewardship Council and the Care for Colorado Coalition, enabling ongoing dialogue and accountability.

3.

Local Priorities Must Shape Regional Strategies – Rather than imposing a one-size-fits-all plan, Solimar co-created region-specific strategies that reflect local identities, assets, and concerns—from ski towns to heritage corridors.

4.

Action Plans Need Measurement Tools – KPIs were embedded across all strategic plans, and Solimar is now leading a research initiative to evaluate the real-world impacts of destination stewardship efforts statewide.

5.

Destination Stewardship Is a Living Commitment – By continuing its partnership post-launch, Solimar is supporting ongoing progress through annual “Year in Review” reports, storytelling campaigns, and practical toolkits that turn strategy into impact.

  • author

    “Travel is fatal to prejudice, bigotry and narrow‑mindedness“

    Mark Twain | American Writer

  • author

    “Travel shows that all people cry, laugh, eat and die; by demonstrating this shared humanity, travel introduces the idea that if we try to understand each other, we might become friends“

    Maya Angelou | American Poet

  • author

    “We initially travel to lose ourselves and then to find ourselves. Travel opens our hearts and eyes and teaches us more than newspapers ever will.“

    Pico Iyer | British Novelist

  • author

    “Move. as far as you can, as much as you can. Across the ocean, or simply across the river. The extent to which you can walk in somebody else’s shoes–or at least eat their food–it’s a plus for everybody. Open your mind. Get up off the couch. Move.“

    Anthony Bourdain | American Chef

  • author

    “One’s destination is never a place but rather a new way of looking at things“

    Henry Miller | American Novelist

  • author

    “There is no future for travel and tourism if you’re not welcomed and embraced by the local community.“

    Talib Rifai | Jordanian Businessman

  • author

    “Tourism does not go to a city that has lost its soul.“

    Arthur Frommer | American Writer

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