Colorado has long been a premier destination for travelers, known for its breathtaking mountain views and exhilarating outdoor adventures. According to the Colorado Tourism Office’s The Economic Impact of Travel report, Colorado hosted 93.3 million visitors who enjoyed the many seasons and activities offered throughout our state last year.  

GFM|CenterTable team members recently attended the Colorado Governor’s Tourism Conference, hosted by the Colorado Tourism Office, for tourism professionals and industry leaders to learn and network. Attending this conference gave us an opportunity to discuss the latest industry trends and innovative strategies for developing effective marketing programs for our clients in this space. 

Here are our top five takeaways: 

1. Personal Experiences: Today’s travelers prioritize personal experiences over the destination itself, seeking meaningful adventures before booking their trips. Americans’ desire to give and receive experiences as gifts has seen remarkable growth, surging from 62% in 2021 to an astonishing 92% in 2023 (source: GetYourGuide). Adam Ducharme, Leadville-Twin Lakes Tourism & Economic Development Director, shared how they developed an opera house circuit to promote both opera and historic buildings, appealing to tourists seeking a blend of culture, conversation and immersive experiences. 

2. Culinary Experiences: A Key Driver in Tourism Growth: Culinary experiences are becoming a major driver of tourism, with 47% of Gen Z and Millennials reporting they’ve planned entire trips around visiting a specific restaurant (source: TravelPerk). Colorado’s culinary scene is gaining national attention, with chefs focusing on local, sustainable ingredients and innovative techniques. The state’s growing reputation is highlighted by multiple Michelin honors awarded to top restaurants, marking a new era of fine dining in the region. We’ve helped Beaver Creek Resort change the perception that ski resorts only offer basic pub fare by showcasing the mountain’s world-class dining, including two newly featured restaurants in the Michelin Guide. Interested in learning more? Here is a guide of Michelin restaurants in Colorado. 

3. Sustainable Tourism: As more people visit our state, there is an increasing need to protect our outdoors from being “loved to death” by promoting mindful exploration and responsible use of the land to prevent overuse. Destination Marketing Organizations (DMOs) are adopting sustainable travel practices by promoting under-visited or off-season adventures. Joining initiatives like the Care for Colorado coalition and following Leave No Trace principles help educate responsible travelers, with stewards on the ground providing behavior tips to preserve natural and cultural environments. One of the campaigns highlighted was “Doo Colorado Right.” To help address the growing poop problem in Colorado’s trails and public lands, many mountain towns received grants from the Colorado Tourism office to receive PACT Lite Kits. Kits come with a tag that instructs users on how to follow Leave No Trace practices as well as where it is acceptable to use the PACT system. It also includes a QR code that allows users to access additional information about backcountry bathroom practices.  

4. Adventure & Outdoor Travel: Accessible adventure is becoming increasingly important, with a focus on inclusivity and activity offerings for all body types and abilities. Meanwhile, guided adventures, which are already popular in Europe, are gaining traction in the U.S., encouraging travelers to explore off-the-beaten-path destinations. Trust for Public Lands, who champions connecting everyone to the outdoors, partners with people with and without disabilities, landscape architects and park planners across the country imagine, fund and create more inclusive playgrounds, parks and trails so that everyone can experience and benefit from time outside. 

5. AI & Technology in Travel: AI tools are proving to be invaluable for travel planning, offering insights and recommendations tailored to individual preferences. However, it’s important to remain cautious about AI-generated content, such as guidebooks and websites, which often contain inaccuracies. One platform mentioned at the conference was GuideGeek, a free platform built on OpenAI that gives users the collective knowledge of the internet, curated by human travel experts at the independent travel publisher Matador Network. GuideGeek is now 98% accurate since launching in 2023. The only concern is that it recommends popular places to stay, eat and explore, which may be contributing to overtourism. Hopefully with more use the platform will start curating travel for off the beaten path.    

As tourism remains vital to Colorado’s economy, creating jobs, income and tax revenue, we must reframe and think creatively how we market the diverse offerings of our vibrant state while responsibly preserving its natural beauty, experiences and culture. Ready to elevate your tourism communication and marketing strategy and connect with today’s experience-driven travelers? Contact us to learn how we can help you craft meaningful, sustainable and innovative campaigns that showcase the best of what Colorado has to offer. 

Amy Moynihan, vice president, drives purpose-led initiatives and amplifies social impact for clients, and Mike DelliVeneri, senior director, a digital marketer who transforms brand narratives into movements.