Visit Colorado Springs has invested in robust research from respected experts such as Tourism Economics, Destination Marketing Association International and Longwoods International, indicating that the region's tourism budget is underfunded.
These findings helped VCOS leadership develop a road map for sustained success. As a response to these findings, our main goal for the coming years is to maximize resources by achieving sustainable funding from both public and private sources.
The long-term goal is to increase Lodging Tax and Car Rental Tax. For this initiative to be successful, incremental funding from the private sector is critical. Additional marketing dollars allow us to effectively stay top-of-mind with travelers, compete for visitation and remain at the forefront of communications and booking technology.
The first step to success was working with key stakeholders to develop a restructured dues model that is equitable to all Partners and achieves a proportional investment from each of our Partner categories. The long-term benefits of combined public and private funding are many. We must come together as an industry to maximize the vitality of the region's tourism industry.
Tourism promotion continues to be a sound investment for our community. Lower annual taxes for residents, 40,000+ jobs and a larger general fund are a few of the important ways that we all benefit from this thriving economic engine. See more ways tourism pays here.
Dues Increase Timeline
The final year of this dues increase program will be 2024. In future years, we anticipate getting back to modest increases each year.