Case Study: The Story of Colorado Tourism—A Cautionary Tale

“This is a question few of our clients would dare to ask. In 1993, however, one of them did,” says Longwoods International. What follows is the story of Colorado tourism. The story continues…

“That was the year Colorado became the only state to eliminate its tourism marketing function when it cut its $12 million promotion budget to zero. As a result, Colorado’s domestic market share plunged 30% within two years, representing a loss of over $1.4 billion in tourism revenue annually. Over time, the revenue loss increased to well over $2 billion yearly.” Read more here.

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