On March 15, 2017, the Colorado Tourism Board approved the Colorado Tourism Roadmap, a comprehensive strategic plan to build the Colorado tourism industry’s competitive advantage through closer collaboration, creation of new traveler experiences across the state and a fresh focus on sustainable tourism.
Ten months in the making and led by the Colorado Tourism Office (CTO), the 24-page Roadmap incorporates the voices of more than 1,000 tourism industry professionals, elected leaders and Coloradans who took part last year in 20-plus listening sessions throughout the state. The plan also was shaped by a deep dive into the CTO’s existing research as well as a new study by the National Laboratory for Tourism and e-Commerce (NLTeC) in Gainesville, Fla.
Today’s visitor is bombarded with a vast array of choices on where to spend their precious traveling time. Colorado has amazing assets that connect and resonate with visitors, but the state faces aggressive competition from many other states and destinations vying for the same visitor. Given this competitive landscape, it is more important than ever that the state’s visitor industry develop a Tourism Roadmap that helps identify future opportunities and challenges, along with a set of strategies and tactics to capitalize on these factors.
With her new appointment as Director of the Colorado Tourism Office, Cathy Ritter launched this Tourism Roadmap initiative. Throughout 2016, Cathy and her staff directed the project and retained a set of skilled professionals to assist in this process. The team, Nichols Tourism Group, along with their alliance partners, The Radcliffe Company and the National Laboratory of Tourism and eCommerece, brings more than 20 years of experience in assisting states, counties and cities in exactly this type of type of strategic planning process.
The CTO and its consultants crisscrossed the state, getting industry input, testing ideas and ultimately crafting this Colorado Tourism Roadmap.