The Colorado Tourism Office, with partners Alterra Mountain Company, Aspen Snowmass, Denver International Airport, Vail Resorts, Visit Denver, Visit Durango and Visit Telluride, is leading a bold mission to reignite the enthusiasm of Australian and New Zealand travellers heading back to the USA. This strategic endeavour, featuring prominent figures from various organisations, underscores the commitment to rekindling the tourism bonds between Colorado and Australia/New Zealand.
The delegation embarked on a captivating journey across Australia last week, including Director Tim Wolfe, Deputy Director Andrea Blankenship, and Senior International Market Manager Liz Birdsall from the Colorado Tourism Office, joined by a delegation from seven Colorado organisations:
- Bob Stinchcomb, Senior Vice President of Sales from Alterra Mountain Company and Chair of the Colorado Tourism Office Board
- Flip Byrnes, PR Representative, Aspen Snowmass
- Penny May, Executive VP & Chief Commercial Officer and Laura Jackson, VP Air Service Development, Denver International Airport
- Laura Bonfiglio, Senior Manager Global Media Relations for Vail Resorts
- Flavia Light, VP Tourism and Lisa Bruening, Senior Tourism Sales Manager for Visit Denver
- Rachel Welsh, PR & Communications Manager at Visit Durango
- Tom Watkinson, VP of Communications of Visit Telluride
Together, they hosted a series of travel trade, consumer and media events in Byron Bay, Brisbane, Gold Coast and Melbourne, concluding the week in Sydney, before travelling to Auckland for events beginning today. This journey is a testament to the enduring connection between Colorado and its Australian and Kiwi visitors, with figures projected for the return to 2019 visitation by 2025.
Throughout the mission, consumers and tourism industry professionals were treated to an exclusive Mountainfilm VIP Event and screening that included three films that captured the landscapes and adventures in Colorado. The Colorado Tourism Office is this year the official destination partner of Mountainfilm on Tour AU/NZ, operated by Adventure Entertainment. This collection of eight inspiring films originates from the Mountainfilm Festival which takes place in Colorado across three days each May. With more than 20 screenings confirmed across Australia and New Zealand this September and October, the tourism board hopes to capture the imagination and inspire adventure travellers to rediscover Colorado, with a tour grand prize of United flights to Colorado next May to attend the Mountainfilm Festival with accommodation in Durango, Telluride and Denver.
Further enhancing the allure of Colorado for returning visitors, the state boasts a series of exciting developments. One noteworthy announcement is the arrival of the prestigious MICHELIN Guide to Colorado in 2023. This historic development marks Colorado as the third US state to be included in this illustrious dining guide, following California and Florida, with the full list of MICHELIN awardees to be announced this week.
Colorado’s rich culinary scene, characterised by a dedication to technique and craft, is fuelled by hyperlocal produce and sustainably sourced ingredients. The inaugural MICHELIN Guide Colorado selection will encompass Aspen and Snowmass Village, Boulder, Denver, Vail, and Beaver Creek Resort. This selection will spotlight Colorado’s culinary industry’s exceptional cuisine, sustainability efforts, and innovative spirit, inviting visitors to savour the state’s gastronomic treasures.
In addition to culinary excellence, Colorado is deeply committed to sustainability:
- More than half of its 26 Scenic Byways are Electric Vehicle ready.
- Two of its cities, Aspen and Glenwood Springs, are powered 100% by renewable energy.
Denver consistently ranks among the most sustainable cities in the country.
- Breckenridge and Vail are two of only three certified sustainable mountain resort destinations worldwide.
- Five Roaring Fork Valley tourism organisations have joined forces to launch The Roaring Fork Valley Destination Alliance, focusing on responsible travel.
- Vail Resorts has achieved 100% renewable electricity across its Colorado and North American resorts.
- The Colorado Tourism Office offers an award-winning educational campaign, “Do Colorado Right,” promoting responsible and sustainable travel practices. It was the first destination to partner with Leave No Trace.
Reflecting on the significance of this mission and these developments, several key statistics emerge:
- 2023 marks the first full year without COVID-19 travel restrictions for both Australia and New Zealand visitors to travel to and from Colorado. Year-on-year comparisons showed a remarkable surge in 2022, with a 1041% increase in Australian visitors and a 794% increase in New Zealand visitors over 2021.
- Despite the challenges posed by the pandemic in 2022, Colorado welcomed 50% of its 2019 Australian visitors and 60% of New Zealand visitors compared to 2019 levels.
- The anticipated recovery to reach pre-pandemic visitation levels from the AU/NZ market is expected by 2025.
- Colorado saw a record high of $27.7 billion in travel spending and 90 million total visitors in 2022.
- Direct travel-generated employment experienced a gain of approximately 15,700 jobs in 2022, with a total of 176,800. This was a nearly 10% increase in employment compared to 2021, with accommodations and Food Services accounting for 57% of that gain. In 2022, every $1 million in travel-related spending resulted in six jobs for the industry.
“We are thrilled with the 2022 results, particularly Denver and other areas that are still seeing recovery from previous years ” said CTO Director Timothy Wolfe. “Our focus in 2023 is to continue to grow back our international & group visitors as we advance our stewardship programming to balance the needs of our residents and visitors, while also enhancing our environment and communities. The Australia and New Zealand markets have always been a key international target for Colorado. These visitors have enjoyed Colorado’s 28 ski resorts for decades and the natural affinity for the great outdoors is something that Colorado can satisfy in abundance, while offering a distinct Old West culture and new this year – internationally recognised dining options with the introduction of the MICHELIN Guide Colorado.”
This mission exemplifies the unwavering dedication of the Colorado tourism industry to rebuild vital tourism relationships with Australia and New Zealand. Colorado’s natural wonders, outdoor adventures, vibrant culture, Michelin-starred culinary experiences, and commitment to sustainability continue to beckon travellers from Down Under.
Colorado remains committed to its role as a premier international destination. The delegation’s journey and the events held across Australia and New Zealand signify pivotal steps toward strengthening these enduring bonds, ensuring that Colorado remains the destination of choice for travellers from Down Under.
