Tourism is a foundational piece of our regional economy. In the greater Durango area, tourism accounts for roughly one-third of our economic viability. That means every third dollar circulating through our community, whether through retail, lodging, dining or recreation, is tied directly to our visitors.
Our key attractions continue to drive this success. The Durango & Silverton Narrow Gauge Railroad, Purgatory Resort and Mesa Verde National Park remain major draws. They anchor a broader visitor experience that includes our trail systems, hot springs, downtown shopping, cultural events, music and local food. These are the pieces that not only fuel tourism, but they also help shape our identity as a community.
Tourism dollars support infrastructure improvements, strengthen our tax base and help fund everything from workforce housing and roads to public transit and community art. Tourism also creates jobs: directly in hospitality and recreation, and indirectly through construction, marketing, transportation and supply chains that keep the industry running year-round. These economic benefits create a ripple effect, increasing demand for locally made products, and supporting year-round business stability for small employers. The impact of our tourism economy benefits residents and businesses across the board.
That’s why the relationship between our visitors and our community matters. Our hotels, retail shops and restaurants depend on our guests having a positive experience, not just with the product or service they purchase, but with the town itself. When visitors feel welcomed and valued, they come back. They bring friends and family. That kind of return on their experience is something we can collectively influence.
At times, visitors may not fully understand or reflect our community. But we have an opportunity to influence behavior, even in small ways. Many guests are interacting with our community values for the first time, like prioritizing sustainability, choosing to walk or bike as a commuting option, or drinking from reusable containers. How we prioritize access to public lands, choose function over fashion and emphasize physical activity, have the potential to leave a lasting impression. For some, this may be their first time experiencing a place that operates with those principles at the forefront.
Visit Durango, our community’s tourism office, has done an excellent job marketing these values through its Responsible Tourism Campaign, aimed at creating sustainable and equitable tourism. Promoting a tourism industry that benefits local communities and minimizes environmental impact. But marketing is only part of the solution. It’s how we show up as locals that reinforces these values in a meaningful way.
Peak seasons can bring added pressure – busy trailheads, long lift lines, packed restaurants and the occasional double-parked vehicle downtown. But it’s worth remembering that our visitors are contributing in real ways, and many are simply navigating an unfamiliar place the best they know how. A bit of patience and grace can go a long way in creating the kind of experience that makes people want to return.
Tourism is one of our most reliable and impactful economic engines. Let’s continue to treat it like the long-term investment it is.
Jeff Dupont is CEO of Durango Chamber of Commerce.
