I don’t want to sound like a broken record here but it’s important not to deny the current economic state and its implications, more importantly it’s important we know what is being done about it so we can be sure to learn from the mistakes of our past.

An important part of the tourism in Colorado, a huge driving industry for the state itself is international travel. In 2008, international traveling spent $100 billion in the United States and in 2007 the tourism industry, alone brought in $13.7 billion in revenue for the state and employed 150,000 locals. The fact is internationally travelers spend on average three times more than domestic travelers on lodging, dining, and restaurants which is a vital part of state and national revenue.

Beyond the dollar amounts that tourists bring in is the priceless experiences they take with them that shape their perception of America and Colorado. When travelers have an unforgettable experience they are likely to come back and share our culture with their own societies and the perceptions will trickle out worldwide.

Declines in visitation have been on a downhill slope since 9/11 and have left a $182 billion shortfall in new visitor spending and without those dollars the potential of 245,000 jobs have not been created. In 2009 the number of overseas visitor dropped another 10 percent from 2008. The numbers of decline across Colorado have been similar, Summit County saw a 15 percent tax revenue declines on average between 2008 and 2009.

Lodging sales in Colorado dropped about 15.8 percent from the previous year, occupancy rates went down by 12.4 percent and the average room rate dropped 7.4 percent. The sings for the year to come seem to be slightly looking up but nobody has a crystal ball and we all have to prepare for another tight year.

We all know things have been on a downhill slope however, let’s focus on how we are moving out of this situation. A bill recently passed by the U.S. Senate, The Tourism Promotion Act of 2009 is meant to boost travel in tourism by helping market the U.S. to overseas tourist, create jobs related to the hospitality industry and in the end increase international travel to United States destinations including Colorado.

The Travel Promotion Act of 2009 would market travel in the United States to overseas tourists – including regions of the country that aren’t well-known destinations. The bill would:
• Establish the Corporation for Travel Promotion, an independent, non-profit corporation governed by an 11-member board of directors appointed by the Secretary of Commerce;
• Create an Office of Travel Promotion in the Department of Commerce to develop programs to increase the number of international visitors to the United States; and
• Set up a Travel Promotion Fund, financed by a public-private matching program. Much of the cost would be borne by international travelers, who would pay a $10 fee collected through the Electronic System for Travel Authorization.

“Colorado’s tourism industry is an economic engine we must keep strong,” said Colorado Senator Mark Udall, who co-sponsored the bill. “The Travel Promotion Act will help us market our ski slopes, rivers and parks overseas, boosting an industry that means jobs and prosperity for thousands of Coloradans.”

Supporters of the Travel Promotion Act estimate it will generate $4 billion in spending without any cost to taxpayers because the program is designed to pay for itself. While there have been some criticism and worry that the $10 fee will deter visitors, the response has been good and it is expected to see results.

Overall, the message is positive and there is a light at the end of this recession tunnel. We are moving forward, adjusting well, and it’s important to all come together and keep the integrity of Colorado what it has always been.

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