CTO Strategy
The Colorado Tourism Roadmap 2.0, (PDF) is the evolution of the original Colorado Tourism Roadmap created in 2017 and has been updated to provide a new vision, goals and continued guidance to the Colorado Tourism Office (CTO) and its stakeholders. This version is adapted to the evolving travel and tourism landscape and incorporates input from staff members, industry stakeholders, tourism partners, board members and the general public. The CTO Roadmap 2.0 has been refined to focus on three strategic pillars: Economic Vitality, Destination Stewardship and Industry Leadership.
OEDIT/CTO Mission
To achieve and sustain a healthy Colorado economy that works for everyone and protects what makes Colorado the best state in the country to visit, live, work, start a business, raise a family, and retire.
CTO Vision
We empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully.
Economic Vitality
Ensure a robust tourism economy throughout all four corners of Colorado.
- Advance Colorado’s competitive position as a leading, multi-season destination through brand development and destination promotion.
- Strengthen Colorado’s economic growth by understanding, balancing and prioritizing the varied needs of individual destinations and the state.
- Increase economic impact of international visitation.
Destination Stewardship
Support for Colorado destinations that balances quality of life for residents and quality of experience for visitors, while enhancing our environment and communities.
- Protect the integrity of Colorado’s natural and cultural resources.
- Advance inclusiveness and pursue ways that Colorado can share a welcoming experience for all travelers.
- Foster a regenerative and community-focused approach to travel.
Industry Leadership
Serve as a trusted and effective resource for both the tourism industry and the communities it serves.
- Embracing thinking that disperses visitors in productive ways.
- Inviting travelers to embrace Coloradans’ sustainability ethic while here.
- Creating alliances with other stakeholders to magnify the impact of sustainable tourism initiatives.
- Foster alignment and collaboration within the tourism industry and the larger Colorado economy.
- Lead development of partnerships for tourism-related research within the tourism industry.
- Provide impactful, valuable support for industry stakeholders, destinations and community/non-profit organizations.
*This strategic plan seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. The Colorado Tourism Roadmap 2.0 will guide the work of the CTO and will be revised based on changing economic conditions, evolving industry landscapes or at the direction of the Colorado Tourism Office Board or Director.
2024
National Awards
HSMAI Silver Adrian Award, Public Relations/Communications
“Driving Visitation to Leadville & the Historic Opera Houses Circuit”
HSMAI Bronze Adrian Award, Social-First Video Content
Visit Colorado Instagram Reels
HSMAI Bronze Adrian Award, Corporate Social Responsibility
“Do Colorado Right” at the Outside Festival
HSMAI Bronze Adrian Award, State Tourism Website
A new colorado.com
ESTO Mercury Award, Integrated marketing and Messaging Campaign: State Marketing Budget Less Than $10 Million
"Music Shines Brighter in Colorado"
Magellan Silver Award, Destination Marketing Campaign / Advertising Marketing
“Music Shines Brighter in Colorado”
PRSA Silver Anvil Award, Excellence for a Public Relations Campaign
"Driving Visitation to Leadville and Putting the Colorado Historic Opera Houses Circuit on the Map"
State Recognition
VISIT DENVER Tourism Hall of Fame
Michelin Guide to Colorado
2023
National Awards
HSMAI Gold Adrian Award, Public Relations Campaign Consumer Segment
"The SLV is the Place to Be"
PRSA National Silver Anvil Award, Excellence for a Public Relations Campaign
"The SLV is the Place to Be: Driving Visitation to Colorado’s Lesser-Known San Luis Valley Region."
2022
National Awards
HSMAI Adrian Award, Top 25 Extraordinary Minds in Sales and Marketing
Shelley Airhart Cooper, CTO Deputy Director of Marketing
HSMAI Silver Adrian Award
“Shine a Little Brighter”
HSMAI Bronze Adrian Award
"Do Colorado Right"
ESTO Mercury Award Finalist, Digital Campaign of the Year
“Do Colorado Right”
2021
National Award
HSMAI Silver Adrian Award
"Do Colorado Right"
State Recognition
PRSA Colorado Chapter Silver Pick Award, PR campaign
"Promoting Backcountry Safety in Colorado During a Pandemic"
2020
National Awards
HSMAI Gold Adrian Award
“Earn Your Turns in the Unparalleled Backcountry of the Colorado Rockies,” feature placement in Sunset Magazine
HSMAI Silver Adrian Award, New Opening and Launch Category
Promoting Colorado's dark sky offerings and the “Colorado Stargazing: Experience The Night Tour”
State Recognition
PRSA Colorado Chapter Gold Pick Award
Media hosting and coverage of lesser-known road trips in 2019
2019
National Awards
HSMAI Gold Adrian Award
“Explorers Wanted: A Great Escape to Colorado,” feature placement in Lonely Planet Magazine
PRSA National Bronze Anvil Winner
“Consumer Services for Colo-Road Trips: Traveler Dispersion Through Colorado's Roads Less Traveled”
2017
State Recognition
PRSA Colorado Chapter Gold Pick
Best campaign and best Component of a campaign in promoting the Colorado Historic Hot Springs Loop
2015
National Award
Travvy Awards, Best US State Tourism Bureau
2014
National Awards
HSMAI Adrian Award, Top 25 Extraordinary Minds in Sales and Marketing
John Ricks, CTO Associate Director
HSMAI Bronze Adrian Award
“Come to Life”