“Colorado’s tourism industry contributes $28.5 billion to our economy and supports over 470,525 jobs across the state. We are grateful to this year’s honorees’ work to elevate this important part of our culture and economy,” said Gov. Jared Polis.
This year’s conference was set against the stunning backdrop of the new Hotel Polaris, which is part of an Air Force Academy affiliated development supported by the state’s Regional Tourism Act managed by OEDIT, in recognition of its unique potential to attract new, out-of-state visitors to Colorado.
Conference attendees engaged in a diverse range of sessions addressing the dynamic changes and emerging trends shaping the future of travel in Colorado, including destination stewardship, accessible and inclusive travel, AI in tourism, international travel data and more. This year, the America 250 – Colorado 150 Commission was also in attendance to raise awareness about the America 250 – Colorado 150 Commemoration. Celebrations throughout 2026 will honor the 250th anniversary of American independence and the 150th anniversary of Colorado’s statehood.
“The Colorado Governor’s Tourism Conference is a testament to the collective spirit and dedication that drives our state’s tourism industry forward,” said Eve Lieberman, OEDIT Executive Director. “The remarkable contributions of this year’s award winners are vital in fostering innovation, promoting stewardship, and ensuring that tourism continues to be a powerful engine for economic growth, enabling all Coloradans to thrive.”
The 2025 Governor’s Awards for Outstanding Colorado Tourism Efforts recognized seven individuals and four organizations, including Frontline Hospitality Tourism Worker Awards, the Governor’s Award for Exemplary Destination Stewardship Initiative, Rising Tourism Star and Outstanding Colorado Tourism Champion.
“The Colorado Governor’s Tourism Conference is a powerful platform that underscores our collective commitment to advancing Colorado’s tourism industry with a focus on innovation, stewardship and inclusivity,” said Timothy Wolfe, Colorado Tourism Office Director. “This year’s award ceremony has once again highlighted the forward-thinking work that’s helping ensure Colorado remains a top destination for travelers worldwide, for generations to come.”
The 2025 Governor’s Awards for Outstanding Colorado Tourism Efforts included Jim Watson, a volunteer at Dinosaur Ridge who was given “The Jack Snow Award for Outstanding Volunteer,” which celebrates an individual who selflessly dedicated time and energy to furthering tourism in Colorado and bettering the visitor experience in the state.
Jim Watson was recognized for his knowledge and creativity at Dinosaur Ridge, volunteering more than 1,400 hours and making every experience memorable for visitors. Jim also volunteers at other places including Bear Creek Lake Park and was on staff with Visit Denver for years.
