DENVER -- About half of Colorado's tourism businesses expect to end
this year below last year's figures, according to recent surveys
conducted for the Colorado Tourism Office and Colorado Ski Country
However, there was good news in the findings. Thirty-seven
percent of travelers surveyed on Sept. 12 said they would alter
their leisure travel plans but that number dropped to 27% on Oct.
19, showing that consumer confidence is increasing, researchers
According to the findings, travelers are more likely to drive
and are less likely to take an international trip. But the economy
is playing a big role in those decisions.
Frequent skiers said that they are more likely to alter their
plans due to economic concerns than for fear of flying.
Of the skiers surveyed, 75% said they are planning to take a ski
or snowboard trip this season and 85% said Colorado is the
destination they plan to visit. However, only 32% have booked their
"There is huge potential here," said Bill Jensen, chairman of
the Colorado Tourism Office board. "We have to reinforce the
Colorado brand again and again so that when consumers are ready to
act, Colorado will be top of mind."
One survey of Colorado tourism businesses showed businesspeople
concerned about access to capital, liquidity, hiring and retaining
One-fifth of those surveyed said they may have to close their
operation within a year.