Colorado tourism adapts to travel shifts with new strategies

This article appeared in the 2026 issue of ColoradoBiz titled “Colorado tourism shifts strategy amid travel changes.’

Tourism has long been Colorado’s lifeblood, acting as a $28.5 billion economic engine that sustains nearly half a million jobs from the peaks of the Rocky Mountains to the sweeping Eastern Plains.

But federal policy changes, including tariffs and increased visa and National Park fees, are causing shifts in international travel. Closer to home, variable snow conditions are pushing travelers to delay their bookings until the last possible minute.

To counter these shifts, the Colorado Tourism Office (CTO) is adjusting promotions to capture last-minute travelers to focus on off-mountain experiences, such as sleigh rides and the state’s arts and culture scene.

“Recognizing that travelers are making decisions closer to their dates of travel this season, the Colorado Tourism Office is leaning into the breadth of unique Colorado lifestyle experiences beyond skiing, like hot springs and our dining scene, to help capture last-minute travelers,” CTO Director Timothy Wolfe said.

Strengthening Global Ties

Colorado is also doubling down on its international partnerships. The state recently hosted Friendship Days for both Canada and Mexico, its top two international markets, and led missions to Mexico City and Vancouver.

The results are showing up on the tarmac at Denver International Airport (DEN), which generates more than $47.2 billion in economic activity for the region annually. The airport served a record 82.4 million passengers in 2025, a 0.1% increase over 2024.

A record 4.9 million international passengers traveled through the airport in 2025, an increase of 4.8% over the previous year. Inbound passengers accounted for more than 30% of DEN’s total international demand.

“International visitors generate spending, which results in a substantial economic impact across the state,” said Laura Jackson, the airport’s vice president of air service development.

And with new international flights added to DEN, it’s likely to get busier.

United Airlines recently launched a new seasonal nonstop flight between Denver and Mexico City, the only nonstop service by a U.S. carrier on that route.

There’s also a new service from Rome and Regina, Canada, as well as Lufthansa’s Airbus 380 service to Munich.

Double Birthday Celebration

While natural beauty and outdoor recreation have traditionally fueled the state’s tourism economy, a rare alignment of historical milestones is poised to supercharge the industry.  This year, Colorado’s 150^th birthday coincides with the 250^th birthday of the United States.

The “Sesquisemiquincentennial” is more than a party. It’s a strategic engine that could boost the state’s tourism economy.

Stories in the Sky: A High-Tech History Lesson

One of the most innovative ways the state is spreading tourism throughout Colorado is through Stories in the Sky, a statewide drone show series. Each performance honors Colorado’s indigenous roots and natural beauty, with the final minutes of each show featuring a hyper-local twist.

In Ouray, for example, you might see the sky transform into ice-climbing picks, while in Steamboat Springs, it may be a tribute to Ski Town USA.

By choosing specific host communities, the Colorado Office of Economic Development and International Trade (OEDIT) is encouraging travelers to book overnight stays in towns they might otherwise just drive through.

The Digital Passport: Gamifying the Rural Economy

If the drone shows are the hook, the Colorado Digital Passport is the map. After a soft launch last summer, which Wolfe field-tested while biking the Colorado Trail, the program is hitting its stride.

Sponsored by United Airlines, the passport is part of the myColorado app, which already has 1.1 million active users.

The app can determine where you are and show you how far you are from your next experience.

Users can earn digital stamps by visiting specific locations — from the wine-and-corkscrew museum in Palisade to the Tarantula Festival in La Junta. Each digital stamp increases a user’s odds of winning travel vouchers and MileagePlus points.

The goal is to drive geographic diversity and ensure the tourism economy reaches locations like the Eastern Plains and the San Luis Valley.

“This is a chance for us to showcase different things around the state, extend lengths of stay and increase experiences,” Wolfe said. “There’s a lot of unexplored opportunities for Colorado residents right in their backyard.”

The 48-Hour Spirit of Colorado

If a visitor only has 48 hours to soak up the state, where should they go? While Wolfe says he could make a case for any of the state’s 64 counties, he points to a specific window: May 28 to June 14.

During this time, the Freedom Plane will bring an original engraving of the Declaration of Independence to the History Colorado Center in Denver. It’s a moment that bridges the national 250^th celebration with the state’s 150^th.

Other events taking place at History Colorado include “38th Star: Colorado Becomes the Centennial State,” which explores Colorado’s path to statehood, and “Moments that Made Us,” featuring 50 artifacts that witnessed events shaping the United States.

“We are proud to celebrate the 150^th anniversary of Colorado statehood alongside America’s 250^th anniversary this year,” said Richard Scharf, president and CEO of Visit Denver. “The American 250 Colorado 150 Commission is developing additional programming throughout the year, and we are proud to support and promote those efforts.”