Introduction: Local tourism businesses and organizations form the backbone of the tourism industry and are central to Colorado’s competitive position as a leading, year-round destination. By offering unique experiences and necessary services, these businesses boost community vitality, drive economic growth, create jobs, and enhance residents’ quality of life. Whether it’s a boutique hotel or a family-owned restaurant showcasing regional cuisine, such establishments contribute to the distinctive charm of Colorado’s diverse destinations. DMOs play an important role in promoting tourism, managing visitor impact and supporting local businesses. Strengthening these organizations and supporting Colorado entrepreneurs present opportunities for a multi-stakeholder approach to maintaining the cultural, economic, environmental, and aesthetic integrity of Colorado’s destinations.

Goal: Strengthen the local economy through tourism advancing broad-based benefits that enhance local entrepreneurship and foster sustainable growth for Colorado residents across all sectors.

Objective: By 2035, the number of local tourism businesses and tourism organizations will increase by 20%.

Strategies

Local Tourism Businesses and Organizations 1: Provide Support to Rural Tourism Organizations

Colorado’s rural destinations often face challenges due to limited financial and human resources, hindering effective tourism development and marketing efforts. However, tourism offers significant economic potential for these areas. To strengthen resilience and enhance visitor appeal, the CTO and OEDIT’s Rural Opportunity Office (ROO) are committed to supporting rural tourism organizations. This includes access to resources, data, and partnerships focused on sustainable development, management, and marketing.

Local Tourism Businesses and Organizations 2: Strengthen Destination Management/Marketing Organizations Across the State

As the tourism landscape evolves, DMOs require robust support to adapt and thrive. Enhancing their capacity to develop sustainable organizational structures and secure funding is essential. The Colorado Association of Destination Marketing Organizations (CADMO) advocates for DMOs statewide and supports their need for expanded funding and strategic growth. This strategy emphasizes empowering DMOs with the tools and knowledge necessary to effectively manage and market their destinations, strengthening Colorado’s tourism sector.

Local Tourism Businesses and Organizations 3: Empower Tourism Entrepreneurs

Increasing awareness of essential resources for tourism entrepreneurs, such as the CO Business Resource Book and the Small Business Navigator offered by the Colorado Small Business Development Center (SBDC) Network, nurtures local economic development and tourism entrepreneurship. These resources provide essential guidance for tourism entrepreneurs seeking to expand their businesses. Implementing this strategy involves a concerted effort to make these tools widely known and accessible to new and existing tourism entrepreneurs.

Local Tourism Businesses and Organizations 4: Provide Technical Assistance and Disaster Relief to Tourism Businesses

The Colorado Small Business Development Center’s (SBDC) Small Business Accelerated Growth program and additional support services address critical business needs like digital marketing, online presence, legal compliance, disaster preparedness, and access to capital. These training and consultations are designed to enhance the competencies of tourism businesses, helping them navigate challenges and succeed in a competitive marketplace.

Local Tourism Businesses and Organizations 5: Support Minority Tourism Entrepreneurs

Offering support to minority tourism entrepreneurs is essential for cultivating a diverse and inclusive business environment. This involves providing access to specialized resources, mentorship, and funding programs tailored to address their unique challenges. Initiatives such as the Business Foundations Technical Assistance Program, Small Business Navigator, and the Colorado Startup Loan Fund, can be leveraged, along with platforms like the Minority Business Directory, to support the growth and success of minority-owned businesses in Colorado’s tourism sector.

Local Tourism Businesses and Organizations 6: Promote Employee Ownership for Tourism Entrepreneurs

There is a need for more business succession planning in the tourism industry, and empowering tourism entrepreneurs with the knowledge and tools to adopt employee ownership models is a potential solution. By facilitating the transition to employee ownership, businesses can help ensure longevity, job preservation, and shared economic prosperity. The Colorado Employee Ownership Office (CEOO) offers comprehensive support, education, and funding opportunities to guide businesses through this transformation.

Local Tourism Businesses and Organizations 7: Support Cannabis Entrepreneurs in Tourism

Supporting cannabis entrepreneurs in tourism diversifies Colorado’s economy and integrates an emerging sector into the broader tourism industry. By providing resources and fostering partnerships, cannabis businesses can offer experiences tailored to a growing demographic of travelers interested in cannabis-related activities and products. OEDIT’s Cannabis Business Office (CBO) plays a pivotal role in this integration, offering technical assistance, access to capital, and programs focused on business development and growth, specifically supporting social equity licensees.

Local Tourism Businesses and Organizations 8: Attract Film and Television Shoots to Colorado’s Tourism Destinations

Attracting film and television productions to Colorado’s tourism destinations can boost the state’s visibility and economic vitality. The state can showcase its unique landscapes and lesser-known attractions globally by leveraging the Colorado Office of Film, Television and Media’s (COFTM) suite of film incentives, educational programs, and support services. This strategy stimulates local economies through job creation and increased tourism while showcasing diverse stories and perspectives.

Local Tourism Businesses and Organizations 9: Champion the Value of Tourism

In partnership with DMOs and municipalities, the CTO aims to raise awareness of tourism’s significant economic contributions, such as job creation and tax benefits. By enhancing the understanding of tourism’s positive impacts among local stakeholders and the broader community, this strategy seeks to foster widespread appreciation and support for the tourism sector. The focus is on effectively communicating the tangible benefits of tourism, encouraging community engagement, and enabling informed advocacy for the industry’s growth and sustainability.

Local Tourism Businesses and Organizations 10: Bolster Tribal Tourism through Strategic Partnerships

Enhancing tourism initiatives through strategic partnerships with Tribal governments and Native American tourism entrepreneurs supports both economic development and cultural preservation. Technical assistance along with CTO and OEDIT grant funding offers specialized training in destination development, stewardship, and marketing. These resources help empower Indigenous communities to share their rich cultural heritage while driving economic growth.