Colorado Tourism targets security messaging at TX vacationers

The marketing campaign features local celebrities urging tourists to follow local and state health guidelines.

COLORADO, USA – The Colorado Tourism Office is trying to prepare spring break travelers from Texas for the tougher COVID-19 restrictions they find here compared to their home state.

Republican Governor Greg Abbott announced on March 2 that Texas would no longer be subject to a statewide mask mandate.

Cathy Ritter, director of the Colorado Tourist Officetook note of the move.

“There is suddenly a concern that the law in Texas is changing regarding the wearing of masks,” said Ritter.

Colorado is a popular vacation spot among Texans.

In 2019, it was only California as the top out-of-state market for overnight vacation in Colorado, and according to Ritter, the spring break is one of the busiest travel seasons during our winter season.

To get around the confusion about COVID-19 health restrictions in Colorado this spring break, the Tourism Bureau is stepping up the safety news in other states, particularly Texas.

“We’re taking extra steps to make sure people who visit our state from Texas know that Colorado is still a lot of mask-wearing,” said Ritter.

The Do Colorado right Campaign is part of that effort.

Local celebrities like Bachelor Ben Higgins and snowboarder Red Gerard as well as 9Health expert Dr. Payal Kohli displayed urging tourists to follow local and state health guidelines.

“One of the markets that has been most responsive to these videos and has been most concerned with them is Texas,” said Ritter.

The idea is to face Texans who have already booked or have shown intention to vacation in Colorado.

The tourism bureau says it is only promoting safety news for out-of-state markets.

Some popular tourist spots in Colorado will take security measures into their own hands during this spring break.

The city of Breckenridge is hiring additional positions to enforce the mask mandate there and to ensure security.

Ritter is confident that Coloradans will protect themselves and encourage foreign visitors to do the same during this spring break.

“There may be some challenges, but I am optimistic that the people of Colorado are united behind this message and ready to share it with others,” she said.

In 2019, Colorado direct travel spending exceeded $ 24 billion, supported over 180,000 jobs, and generated local and state taxes of $ 1.5 billion.

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