DENVER ~ Denver, CO - The Colorado Tourism Office (CTO) is gearing up to celebrate National Travel and Tourism Week (NTTW) from May 3-9, 2026. This year's theme, "Travel is Essential," highlights the crucial role of travelers in driving economic growth, fostering strong communities, creating job opportunities, and improving quality of life.

Governor Jared Polis expressed his excitement for the upcoming week, stating that "Colorado's natural beauty, endless adventure, and rich arts and culture offer something for everyone to love." He also emphasized the importance of welcoming visitors to the state as it supports Colorado's thriving economy and all its communities.

Since its inception in 1983, NTTW has showcased how travel fosters connection and builds the foundation for the quintessential American experience. This year's theme emphasizes how travel is a foundational pillar of growth in every corner of the country. In Colorado alone, visitors spent a staggering $28.5 billion in 2024 and employed over 457,000 people. This spending also generated $10.4 billion in earnings and contributed $1.9 billion in local and state revenues.

Eve Lieberman, Executive Director of OEDIT, highlighted the critical role played by CTO in promoting Colorado's iconic destinations while also encouraging responsible tourism across the state. She stated that "Colorado's tourism industry contributes $28.5 billion to the economy and employs over 457,000 people across the state."

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Apart from driving economic growth, CTO is committed to fostering responsible tourism across Colorado. In 2024, they released a landmark Destination Stewardship Strategic Plan developed with input from over 1,000 stakeholders across the state. The plan aims to balance quality of life for residents with visitor experience while safeguarding Colorado's natural environment, cultural heritage, and vibrant communities.

CTO Director Timothy Wolfe emphasized that "Colorado's tourism economy is powered by the people, places, and experiences that make our state extraordinary." He also reminded everyone of their shared responsibility to support communities and protect what makes Colorado special, ensuring the state continues to thrive for residents and visitors alike.

For more information about National Travel and Tourism Week, please visit www.ustravel.org/events/national-travel-and-tourism-week.

The Colorado Tourism Office (CTO) is a division of the Governor's Office of Economic Development and International Trade. Their mission is to inspire the world to explore Colorado responsibly and respectfully. The CTO works towards advancing the strength and resilience of the entire industry through collaboration, inclusivity, innovation, and leadership. In 2024 alone, travelers in Colorado spent $28.5 billion in the state and supported over 457,000 jobs.

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The Colorado Office of Economic Development and International Trade (OEDIT) works towards empowering all individuals to thrive in Colorado's economy. They collaborate with economic development partners across the state to foster a thriving business environment through funding programs, training, consulting, and informational resources across industries and regions. Their goal is to promote economic growth and long-term job creation by recruiting, retaining, and expanding businesses in Colorado while also supporting entrepreneurs at every stage of growth.

In conclusion, National Travel and Tourism Week is not only a celebration of the impact of tourism but also a reminder of our shared responsibility to support communities while protecting what makes Colorado special. With its natural beauty, endless adventure opportunities, rich arts and culture scene, it's no wonder that travelers continue to flock to this beautiful state year after year. For more information about NTTW or CTO's efforts in promoting responsible tourism in Colorado, please visit their websites at www.colorado.com or www.choosecolorado.com respectively.

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