CASE STUDIES

Glenwood Springs Puts Residents First with New Destination Management Strategy

When Glenwood Springs’ tourism success led to concerns from residents and elected officials, Visit Glenwood Springs turned to Mission2Market to help adjust their approach. We developed a Destination Management and Strategic Marketing Plan that shifts the focus from attracting any visitor to recruiting highly-compatible travelers who enhance, rather than strain, community life.

With visitation and visitor spending reaching record highs, Glenwood Springs faced a growing need to manage tourism in a way that prioritized residents' quality of life. In 2024, the Tourism Management Board selected Mission2Market to create Glenwood's first-ever three-year Destination Management Strategy—marking a pivotal shift from traditional destination marketing to a more holistic, community-first model.

The resulting 2025–2027 plan reflects Glenwood Springs’ evolution from an emerging destination into an established one. It emphasizes attracting responsible visitors, protecting natural and cultural assets, supporting local businesses, and ensuring that tourism growth benefits both visitors and residents. Our work laid the foundation for a long-term, community-driven approach to sustainable tourism.

Overview

Glenwood Springs has always been a beloved destination, known for its natural hot springs, outdoor adventures, and historic charm. Over the past several decades, both the resident population and the tourism economy have boomed. Visitor spending has quadrupled since 1996, outpacing state growth and significantly strengthening the local economy.

However, rapid growth also brought challenges. By 2023, elected officials and community members voiced concerns about tourism’s impacts, from overcrowding to infrastructure strain. Visit Glenwood Springs recognized the need to rethink their approach, not by cutting tourism, but by managing it more intentionally.

Mission2Market led a research-driven, collaborative process to create a strategy that balances economic benefits with community well-being. Through stakeholder interviews, surveys, workshops, and national trend analysis, we crafted a plan rooted in one guiding mantra: Residents First.

Background

  • Established a three-year strategic framework focused on quality of life, not just economic growth.

  • Recommended clear actions to recruit responsible, highly compatible visitors.

  • Developed a “Residents First” approach for marketing, destination management, and local engagement.

  • Laid the groundwork for a future Tourism Master Plan in partnership with the City of Glenwood Springs.

  • Provided strategic recommendations to maintain Glenwood's economic momentum while reducing strain on local resources.

Key Results

Want to see how destination management can create a win-win for your community and visitors?
Contact us to learn more about our Destination Management Planning services.