CASE STUDIES
Destination Stewardship in Action: A Regional Roadmap for Sustainable Tourism in Denver & Northern Colorado
In partnership with the Colorado Tourism Office, Dave Santucci and Andrea Dietz supported the development of the Denver and Northern Colorado Regional Destination Stewardship Strategic Plan, a 10-year roadmap for aligning tourism growth with community well-being. This case study explores how the plan came together, what priorities emerged, and how the region is charting a more sustainable path forward.
When Urban Growth Meets Stewardship Values
Through a yearlong stakeholder process, the Colorado Tourism Office partnered with Solimar International and a team of regional consultants to develop a 10-year Destination Stewardship Strategic Plan tailored to the needs of this diverse region. Under this initiative, Dave Santucci (under contract with Solimar International) and Andrea Dietz partnered with the Colorado Tourism Office to develop both the statewide Colorado Destination Stewardship Strategic Plan and the Denver and Northern Colorado Regional Plan. These groundbreaking plans offer a visionary framework for balancing visitor engagement with the protection of Colorado’s natural, cultural, and social resources.
The Denver and Northern Colorado travel region—home to bustling urban centers, thriving creative districts, and the iconic Front Range—faces a unique set of stewardship challenges and opportunities. As population and visitation have steadily increased, so too has the need to address housing affordability, congestion, inclusivity, and natural resource conservation.
From the trails of Boulder to the venues of Fort Collins and the neighborhoods of Denver, local leaders voiced a clear message: Destination stewardship must serve both visitors and residents—and must reflect the cultural, environmental, and economic realities on the ground.
The plan’s strategies were co-created with input from more than 200 stakeholders through workshops, interviews, surveys, and a regional roadshow. It builds upon existing initiatives like Visit Denver’s sustainability leadership, NoCo Places’ outdoor collaboration model, and Fort Collins’ creative economy efforts, while setting a bold vision for regional stewardship across public, private, and nonprofit sectors.
Local Voices, Regional Vision
Create a Youth Stewardship Program: Foster the next generation of environmental leaders through outdoor education and mentorship programs.
Address Workforce Housing Challenges: Support data-informed solutions, from employer-assisted housing to short-term rental conversion incentives.
Elevate the Music Scene: Build on the region’s identity as a top music destination through venue promotion, artist partnerships, and visitor-facing music guides.
The plan identifies 13 interconnected strategies to guide collective action over the next decade. Highlights include:
Expand Inclusivity and Accessibility: Promote affordable travel, train businesses to welcome diverse audiences, and highlight hyper-local cultural experiences.
Train Frontline Ambassadors: Equip hospitality workers, outfitters, and volunteers with stewardship messaging and cross-promotion tools.
Top Priorities that Emerged
Making Stewardship Easy, Visible, and Valuable
The plan also includes innovative approaches like integrating art into outdoor recreation areas, recognizing stewardship champions through regional awards, and developing a low-impact travel network that connects welcome centers, trailheads, and attractions via electric transit, cycling, and walking paths.
A cornerstone of the strategy is the creation of a Denver and NoCo “Do Colorado Right” guide to align regional stewardship priorities with statewide messaging. This effort is designed to influence visitor behavior before arrival and throughout their trip, encouraging responsible recreation and deeper connections with place.
The Denver and Northern Colorado plan is a blueprint for how fast-growing regions can balance development with conservation. It provides a model for collaboration across jurisdictions and sets the stage for long-term partnerships with DMOs, land agencies, municipalities, nonprofits, and residents.
This is not just a tourism plan—it’s a roadmap for building more resilient communities, more meaningful visitor experiences, and a shared commitment to stewardship that reflects the character and values of Northern Colorado.
Looking Ahead
Ready to turn big ideas into action in your community? Reach out to our team to explore how we can support your destination stewardship goals.