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In a move that would make a seasoned travel writer sigh with delight and a ski bunny reach for their thermals, Colorado has rolled out the red carpet for Australian travellers — or more precisely, flown halfway across the globe to do just that.

The Colorado Tourism Office (CTO), in a confident flex of international intent, has wrapped up a whirlwind 12-day mission across Brisbane, the Gold Coast, Melbourne and Sydney. The goal? To plant the Centennial State firmly in the hearts, minds and holiday calendars of Australian snow lovers, adventurers and epicureans.

Joining the mission were heavyweights from the state’s alpine aristocracy — Visit Telluride, Aspen Snowmass, IKON Pass and Vail Resorts. Together, this well-heeled posse painted a vivid portrait of Colorado’s year-round appeal, from powder-dusted peaks to MICHELIN-starred feasts, and — here’s the headline-grabber — the relocation of the Sundance Film Festival to Boulder from 2027 onwards.

If Colorado were courting Australia, it’s safe to say the bouquet has been delivered, the champagne’s on ice, and the courtship is well underway.

Snow Business Is Serious Business

Australia’s obsession with snow holidays — particularly among east coast families and millennial thrill-seekers — is no secret. The Colorado Tourism Office made sure to promote the ski aspect heavily.

From consumer-facing snow expos in Melbourne and Sydney to hands-on training with specialist agents, the CTO’s mission was less promotional tour and more full-throttle sales campaign. Their stand at the expos wasn’t just another brochure bazaar — it was a mini-Colorado come to life. Visitors sipped Coors beer at the dedicated bar, kids got creative at the Visit Denver-sponsored colouring zone, and the Instagram-happy crowd queued for chairlift photo ops. Meanwhile, Sunrise Weekend broadcasts live weather crosses from the Sydney expo, adding a healthy dose of Aussie media sparkle to the festivities.

: Telluride Winter Gondola CR_ Visit Telluride

: Colorado Tourism and partners at Snow Expo 2025

“Do Colorado Right”: A Mantra for Modern Tourism

Beyond ski lifts and selfies, the tourism office is championing a more thoughtful kind of travel — one that urges visitors to “Do Colorado Right”. The campaign advocates for sustainable tourism that honours both the environment and the local communities that call Colorado’s mountain towns home.

“This message resonates deeply with Australian travellers,” said Andrea Blankenship, Deputy Director of International Tourism at CTO. “We’ve always known Australians have a profound respect for nature, and our campaign simply channels that into mindful exploration.”

It’s not just eco sentiment, either — it’s savvy strategy. With overtourism rearing its ugly head in hotspots worldwide, Colorado’s move to position itself as both an escape and a steward of its resources is timely.

Boulder Books the Sundance Spotlight

Perhaps the most significant coup in Colorado’s tourism narrative is the relocation of the legendary Sundance Film Festival from Utah to Boulder in 2027. For a state already bursting with Rocky Mountain vistas and creative verve, Sundance is the final feather in the cap—or ski helmet, if you will.

The 2024 edition of the festival attracted more than 24,000 out-of-state visitors, each spending an average of USD$ 735 a day. That’s serious business — and the economic uplift expected in Boulder is nothing short of scene-stealing.

Why Boulder? According to the CTO, it offers the ideal blend: spectacular scenery, a thriving creative class, hotel bed stock, and seamless domestic and international airlift via Denver International Airport.

: Breckenridge Skiers High Resolution CR Breckenridge Tourism Office

: Aspen Skiing Company 20-C-36 CR Dan Bayer

MICHELIN Magic and High Country Cuisine

Australians are no strangers to great food, and Colorado is plating up something special. In September 2024, the state joined the elite club of MICHELIN destinations. The guide’s inaugural selection includes 46 restaurants, spanning 15 cuisine types.

Among the standouts: Alma Fonda Fina earned a MICHELIN Star for its elevated Mexican fare in Denver, while MAKfam claimed Bib Gourmand honours for its modern Asian comfort food. It’s all part of a broader push to present Colorado as not just a nature lover’s dream, but a gourmand’s paradise as well.

Rail, Resorts and Remarkable Upgrades

The snow isn’t the only thing falling in Colorado — serious tourism investment is raining down too.

At Snowmass, major lift upgrades are on the cards for the 2025/26 season. A high-speed 6-pack lift will replace the beloved Elk Camp quad, and the Cirque T-bar will modernise access to the area’s jaw-dropping alpine terrain.

Meanwhile, Ikon Pass Holders can now enjoy unlimited access to Arapahoe Basin, one of North America’s most beloved — and high-altitude — ski areas.

And for those who like their holidays at a more leisurely pace, Rocky Mountaineer has launched two new luxury train brands — Armstrong Collective and Canyon Spirit. From 2026, travellers can opt for a three-day Rockies to the Red Rocks rail journey linking Denver with Salt Lake City, rolling out from the beautifully restored Union Station.

Australians Are Already Taking Notice

Colorado’s charm offensive seems to be working. Since ramping up marketing efforts in Australia in 2018, the state has jumped five spots to become the 12th most visited U.S. destination for Australians.

Blankenship is optimistic: “The support we’ve received from the Australian travel trade during this mission has been incredible. There’s a genuine affection for Colorado here. And with the increase in knowledge, agent confidence, and consumer appetite, we see the potential for even greater growth.”

Australian travellers can connect to Denver via major U.S. gateways including Los Angeles (LAX), San Francisco (SFO), Houston (HOU) and Dallas/Fort Worth (DFW) — a swift hop, skip and a nap from the ski slopes.

A Winter of Opportunity — And More to Come

From its towering peaks to its MICHELIN kitchens, Colorado has made a confident and compelling case for itself in the Australian market. This wasn’t just a trade visit. It was an audition for the leading role on Aussie travel itineraries — and all signs point to a standing ovation.

Whether you’re craving the perfect turn in Champagne powder, a seat at an acclaimed dinner table, or a Sundance red carpet moment in the Rockies, Colorado’s calling, and thanks to a strategically executed Australian mission, the phones are starting to ring.