What destination management can look like

Most tourism destinations are well-acquainted with using marketing to inspire desirable visitors and visitor behaviors. But there are many other ways that destinations can take the lead in managing their destinations to achieve desired outcomes. See below for a sampling of the forward thinking that Better Destinations can share to assist leaders in building effective partnerships and deploying insight-led solutions.

Create a Destination Management Plan

Created as a strategic plan for the state’s entire tourism industry, the Colorado Tourism Roadmap defined how to build a competitive edge for Colorado’s signature industry. It was among the first U.S. planning efforts to step away from driving increased visitation.

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Build a Destination Stewardship Plan

The Colorado Tourism Roadmap’s STEWARD Pillar laid the foundation for one of the first statewide destination stewardship plans, incorporating a groundbreaking partnership with the Leave No Trace Center for Outdoor Ethics.

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Develop an inclusion initiative

Tackling concerns about inequity, Cathy Ritter in 2020 invited nearly 30 diverse leaders to create an honest report of ways to create a warmer welcome for all travelers. One outcome: a brand-new diversity offering for Colorado’s paid media co-op.

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Partner around visitor preparedness

Faced with a surge of travelers into Colorado’s backcountry, Cathy Ritter built a coalition of partners to field a comprehensive, season-long awareness campaign. The message pushed safety and raised funds for search and rescue.

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Create a workforce training program

Responding to a call to turn frontline workers into Colorado experts and improve customer service, Cathy Ritter convened 30 top hospitality leaders. The outcome was Colorado Concierge, offered as a free online training resource for any business.

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