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 year is to maximize resources by achieving sustainable funding from both public and private sources.
The long-term goal is to increase Lodging Tax from 2% to 4% and Car Rental Tax from 1% to 2%. For this initiative to be successful in the coming years, 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 is 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, 20,000+ 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
Y1 - 2017
Y2 - 2018
Y3 - 2019
Dues were held at 2019 levels in 2020 and 2021 to provide financial relief to partners during the pandemic
Y4 - 2022
Y5 - 2023