When the Colorado Tourism Office (CTO) first launched its "Do Colorado Right" campaign in 2020, the goal was simple: Keep travelers safe during the pandemic. But over the past five years, the campaign has evolved into a robust statewide movement that invites visitors to protect what they came to enjoy — and to have fun doing it.
"Unlike most educational campaigns, Do Colorado Right entertains in place of finger-wagging," said Shelley Cooper, deputy director of marketing for the Colorado Tourism Office.
At the heart of the campaign is storytelling that resonates. Instead of relying on top-down messaging, the CTO showcases small business owners, local guides and travelers who exemplify responsible tourism.
"The CTO has developed a library of educational content with subject matter experts including Colorado Search & Rescue, the Colorado Department of Transportation and Colorado Parks and Wildlife," Cooper said. "Topics covered include public transportation, backcountry safety, fire mitigation, water safety, trash disposal and more."
The campaign includes more than 30 educational videos, tip cards and visuals featuring real Coloradans and experts to convey messages on backcountry safety, wildfire prevention and "leave no trace" ethics — all specifically tailored to visitors.
A Long-Term Vision for Sustainable Tourism
While Do Colorado Right started as a pandemic-era safety initiative, it is now central to delivering the state's 10-year Destination Stewardship Strategic Plan. The plan's long-term vision is to balance exceptional visitor experiences with resident quality of life while maintaining Colorado's cultural and natural heritage.
"We have made this plan available to the public and tourism industry so that other states or regions can replicate any work that is relevant to their destination," Cooper said.
The CTO tracks metrics including campaign engagement and impressions, but also less conventional ones, such as gallons of water saved, cans recycled and reusable bags distributed. In surveys, visitors who've seen Do Colorado Right content consistently report stronger intentions to protect natural resources and be better prepared for their activities.
So far, more than 20 destinations across Colorado have adapted the campaign to their own needs, with custom initiatives — Do Steamboat Springs Right, Do Estes Right and Do Grand Junction Right are just a few examples — helping to localize the message while maintaining statewide impact.
The campaign's most recent addition is the Colorado Tourism Climate Champions Program, which provides destination organizations with the tools and education needed to create actionable, localized climate strategies. Developed in partnership with The Travel Foundation, the program offers access to online training, peer sessions and a dedicated coach to guide the development of tailored climate plans.
The first four communities selected for the program — Aspen, Snowmass, Mount Crested Butte and Durango — are now launching zero-waste events, carbon-neutral travel initiatives and low-impact visitor activities.
"All of these initiatives will support travelers to more easily Do Colorado Right," said Hilary Lewkowitz, director of destination development and sustainability for the CTO.
For travel advisors with sustainability-focused clients, Do Colorado Right also serves as a roadmap to voluntourism experiences. The CTO has partnered with a variety of nonprofit and grassroots organizations that welcome travelers into their stewardship efforts, giving visitors countless ways to leave a positive impact. Whether clients are passionate about the outdoors, history or community-building, there's a meaningful way to get involved — no prior experience necessary.
Here are a few options to recommend.
Volunteer on the Trail
For outdoorsy clients, the Colorado Trail Foundation offers multi-day volunteer trips to maintain the iconic 500-mile path from Denver to Durango. Participants spend a week camping under the stars and working on preserving the wild landscape.
The Colorado Fourteeners Initiative invites visitors to help restore fragile alpine ecosystems across the state's highest peaks, while the Colorado Mountain Bicycle Association connects mountain bikers with trail upkeep opportunities.
So far, more than 20 destinations across Colorado have adapted the campaign to their own needs, with custom initiatives to localize the message while maintaining statewide impact.
Credit: 2025 Colorado Tourism OfficeRestore Habitats and History
Wildlands Restoration volunteers lead hands-on conservation projects, such as building rock structures or preserving habitats. Meanwhile, for clients more drawn to cultural and historical preservation, HistoriCorps invites volunteers to help preserve historic structures including fire lookout towers, frontier-era cabins and ranger stations through guided restoration work.
Join a Local Stewardship Day
The CTO also hosts Do Colorado Right Days, in partnership with grassroots organizations and community groups. During these events, visitors join locals for cleanups, trail projects and workshops.
"All of the state's Do Colorado Right Days are important to their communities," Cooper said. "We'd encourage visitors to select an activity they enjoy or volunteer in a destination that they love."
From replanting alpine meadows to restoring ghost towns, these programs make it easy for clients to leave Colorado better than they found it.
As traveler values continue to shift, Do Colorado Right stands out as a replicable model that combines environmental responsibility with memorable, marketable experiences. For advisors with sustainability-minded clients, the campaign offers opportunities to promote meaningful travel that gives back, without compromising comfort, adventure or enjoyment.
