With the upcoming elections in Durango and the tax hike on the subtenants (1-A) on the ballot, there are many questions circulating on one critical topic: sustainable tourism.

Durango is the first Colorado city to put “sustainable tourism marketing” on the ballot. We should be proud of this progressive step because it is groundbreaking. The city of Durango is leading the transition from Destination Marketing to Destination Management and Marketing.

If you regularly use my “Tourism effectIn this column you will know that I have been committed to target management in the La Plata county since my first job as General Manager of Visit Durango.

Sustainable tourism marketingThe taxpayers don’t pay – vote yes on the 1-A committee that recently commissioned sustainable tourism White paper, written by All In Strategic Consulting. The results of this paper are compelling and would serve as a starting point for Durango’s new marketing direction for sustainable tourism.

The most common misconception about sustainable tourism is that it focuses only on the natural environment, land, flora and fauna of the area. That’s only part of sustainability. Visit Durango’s practicing definition of sustainable tourism: “Tourism that takes full account of current and future economic, social and environmental impacts while addressing the needs of everyone involved: visitors, the tourism industry, the environment and host communities.”

Progress so farVisit Durango has already made great strides towards sustainable tourism. In 2019 our organization was restructured from a DMO to a DMMO (Destination Management and Marketing Organization). In April 2020, Visit Durango established a Sustainable and Responsible Tourism Task Force that includes local stakeholders from a variety of public and private entities, including the City of Durango, Local First, Durango Trails, 4CORE, the Southern Ute Indian Tribe, and the San Juan Mountains Association. Fort Lewis College Environmental Center and others. Visit Durango conducted the region’s first sentiment poll to identify key issues facing the community. We used these findings as a guide when we launched the Care for Durango campaign in partnership with the city of Durango. The campaign included Main Avenue banners, social media videos, informational posters, ski-shaped sidewalk stickers, and supportive communications. These public information messages urged visitors to respect the community and its resources. In response to the COVID-19 pandemic, new responsible travel messages were developed and promoted in 2020: “Mask Up” and “Enjoy Durango (Responsibly)”.

Earlier this year, Visit Durango partnered with the San Juan Mountains Association to provide a Forest Ambassador to the Durango Welcome Center this summer to educate visitors on the proper use of the trails. Typically, such partnerships are chargeable and require time and resources on the part of employees. Additional money would improve Visit Durango’s ability to work with more local and national organizations.

Future of Sustainable Tourism in DurangoCreating a well-functioning tourism ecosystem that benefits visitors and residents is a priority for Visit Durango. While progress has been made, increasing funding would help industry do more to protect our community, cultural and natural assets in an effective and sustainable way. Visit Durango has a wish list of innovative plans for potentially increasing funding:

Create a Sustainable Tourism and Policy Department at Visit Durango.Off-season marketing and promotion for a healthier economy.Advertising specifically aimed at responsible travelers.Other partnerships with local and national organizations and campaigns (Promise to the Wilderness, Global Sustainable Tourism Council, Leave No Trace, etc.).Get Mountain IDEAL certified.Hire a consultant with expertise in diversity, equity and inclusion.Get Travel Unity certified to identify and develop opportunities for improvement.Complete the Destination Marketing Accreditation Program.Make sustainable improvements to the Durango Welcome Center, including an interactive exhibit that provides information about the local area.Year-round forest ambassador at the Durango Welcome Center.Create a sustainable tourism and DEI training program and possible certification for local hotel professionals.Advocate more infrastructure like charging stations for electric vehicles, rubbish bins at river entrances, protecting public properties, etc.Trail maintenance and cleaning days.Explore a Trail Ambassador program or partnership.Economic impact study carried out by an external specialist.Keep collecting community feedback to develop new techniques, practices, and strategies.Visit Durango is committed to sustainable tourism marketing regardless of the election results. However, funding will enable other programs and partnerships to succeed. We hope to improve the level and quality of tourism management for La Plata County today, tomorrow, and in the years to come.

Rachel Brown is the Managing Director of Visit Durango. She can be reached at (970) 261-1052 or rachel@durango.org.