Visit Colorado Springs Rolls Out Three-Year Strategic Roadmap

The roadmap serves as an update to the 2018 Destination Master Plan

Colorado Springs, Colo. – July 25, 2025 – Earlier this week, Visit Colorado Springs presented its “2025-2028 Strategic Roadmap” to Colorado Springs City Council. The roadmap is an update to the organization’s 2018 10-year Destination Master Plan (DMP).

The strategic roadmap builds on the momentum of the past seven years of local tourism efforts while creating a sharp focus on how to make the most of the next three years.

“Our Destination Master Plan has served us well over the past seven years, guiding us through major destination successes like the opening of the City for Champions projects,” said Doug Price, President & CEO of VCOS. “The strategic roadmap builds upon the great progress that has already been made and refines our focus to align with where we are now in 2025.”

The initiatives outlined in both the original DMP and updated strategic roadmap are not solely the responsibility of VCOS. The work reflects a collaborative effort across all Tourism Sector Entities (TSEs), which include VCOS, the Colorado Springs Chamber & EDC, the Colorado Springs Sports Corporation, the Cultural Office of the Pikes Peak Region and the City of Colorado Springs Parks and Recreation.

The strategic roadmap planning process was facilitated by Better Destinations LLC and brought together the VCOS Board of Directors, 11 dedicated members of the Roadmap Working Group and the VCOS executive leadership team. The main actions of the group were to outline key imperatives from the original DMP, identify the initiatives VCOS should lead versus advocate or support and update language to reflect the current industry landscape.

The three imperatives that were determined by the working group include:

  1. Secure additional promotional funding for Visit Colorado Springs to build year-round visitation and increase the length of overnight stays.
  2. Grow overnight visitation in the off-season to create a more balanced and sustainable visitor economy.
  3. Increase the average length of stay to enhance economic impact and better support local businesses.

“This document is a guide to building a strong, resilient and healthy visitor economy, and our collaborative work across the community is what will ensure we deliver successful outcomes,” said Michelle Talarico, VCOS Board Chair and owner of Picnic Basket Catering.

Members from the following organizations were part of the Roadmap Working Group: Colorado Springs Airport, Colorado Springs Chamber & EDC, El Paso County, Flying Horse Resort & Club, Pikes Peak Outdoor Recreation Alliance, Pikes Peak Region Attractions and the U.S. Olympic & Paralympic Museum.

Work is already underway to support the key initiatives; these include efforts such as the creation of the Pikes Peak Neighborhoods/Areas hub, development of a new winter leisure campaign and formation of working committees led by board members.

Success will be measured by tracking growth in Lodgers & Automobile Tax (LART) revenue, growth in local sales tax revenue and growth in overnight visitation.

Visit the Destination Master Plan page for more information and to download the full strategic roadmap.

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About Visit Colorado Springs
Visit Colorado Springs is the leading marketing organization for group and leisure travel and tourism to the Colorado Springs – Olympic City USA and the Pikes Peak Region. The organization is dedicated to a strong national and international presence so that tourism is a primary contributor to a thriving local economy. We create economic vitality through memorable visits to the wonders of Colorado Springs and the Pikes Peak Region.

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