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Colorado tourism showed strength in 2011

Market share and tourism spending increase

Colorado’s share of the U.S. tourism market grew again slightly in 2011.

By Bob Berwyn

SUMMIT COUNTY — Scrapping against rivals with much larger marketing budgets, Colorado has managed to regain most of the tourism business it lost when state leaders cut funding some 20 years ago.

The fact that it took nearly two decades to make that comeback shows the importance of sustained funding, said Colorado Tourism Office director Al White, after announcing the results of the Colorado tourism report for 2011.

When the state stopped funding marketing efforts, Colorado’s national share of those so-called marketable trips dropped from 2.7 percent to 1.8 percent in just four years. It took until this year to reach that same level again, White said. Continue reading

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