The Effect of Tourism on Colorado

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Tourism. When we think of it, we picture overweight Americans in floral shirts and fanny packs. But what we don’t immediately think of is how it can help us or help our state.

Tourism. When we think of it, we picture overweight Americans in floral shirts and fanny packs. But what we don’t immediately think of is how it can help us or help our state. The impact it has on us is very surprising.

Today we met with Amber Kollman, the Marketing and Public Relations Program Manager at the Colorado Tourism Office here in Downtown Denver. She explained the importance of Tourism in Colorado, and how it impacts our roads, schools, and even our hospitals.

“What are they talking about?” You may wonder, dear reader. Well, think of it this way: anyone that purchases anything in Colorado has to pay taxes with that purchase. Those taxes go towards our schools, hospitals, road repairs, and a lot of other things that we, well, take for granted. Tourists flood to Colorado each year, especially in the Summer, and pay taxes. “They are helping the schools and hospitals without actually using them,” Kollman said. The tourists that eat out at restaurants and use hotel services pay money and, in turn, the Colorado government is able to fix our roads, provide money for our schools, give money to hospitals, and overall make us happy with our services.

But how do the good, money-paying people know to come to Colorado? That’s all up to the marketing services at the CTO, who put TV and digital ads up nationally. They’re also in contact with reporters and travel agencies all over the world. The reporters will come to Colorado, typically with a translator, see all there is to see, and write about them in their respective magazines/blogs/newspapers; those articles will encourage people from all over to visit us. The travel companies are typically used in Asia and the Pacific areas, where people like professionals to organise their trips. Those travel agencies will hopefully tell people about Colorado and suggest they come visit us here in the Centennial State.

At the CTO, they target specific audiences from specific places. In the USA, they strategically place ads in Texas, Illinois, Minnesota, Wisconsin, and Missouri. Out of those states, the most commonly targeted audiences are families, people who travel frequently, and affluent (richer) travelers. They also put ads out all over the world. In the Americas, Canada and Mexico are the most popular visitors. In Europe, the Middle East, and Africa, France, the UK and Ireland, and Germany and Switzerland visit us often. And in the Asia-Pacific area, Japan is the most common Colorado visitor. They place ads in those places and then watch as the tourists roll in.

The CTO has definitely worked hard to convince people across the globe to come to Colorado, and they have done a very job of it. In fact, Colorado is the 15th most visited state in the United States. And as Kollman put it, “There are about 64.8 million total trips are taken to Colorado each a year.” While the numbers may seem impressive, the CTO will keep striving to make Colorado the number one visited state. As she said, “We want people to see the world.”