DENVER, Oct. 25, 2001 - Travel trends and research results took center stage at the Governor�s Conference on Travel and Tourism at the Holiday Inn DIA this morning.  PRACO Public Relations and Advertising, the Colorado Tourism Office�s (CTO) marketing agency, outlined results of its ongoing research for the CTO, conducted since the Sept. 11 attacks.

The morning session, moderated by Bob Lee, director of the Office of Economic Development and International Trade, began with a taped speech from Governor Bill Owens, who is in Washington on official business.  The speech was followed by a marketing presentation and research findings, and a roundtable discussion about travel trends.  There were several break-out sessions focused on topics such as �Customer Relations,� �Transportation Issues,� �Training and Education in Tourism� and �Outdoor Recreation.� Tomorrow�s session will focus on topics such as �Best Practices in Sustainable Tourism,� �Marketing on the Internet� and �Getting Your Message to the Right Media.�
The events of Sept. 11 prompted the CTO to initiate three ongoing research projects to determine the status of the tourism industry both nationally and within Colorado.  CTO partnered with Colorado Ski Country USA on two surveys to assess consumers� mindset and travel habits following Sept. 11.  In another research effort, the CTO surveyed members of the Colorado tourism industry to determine how they have reacted in the wake of the terrorist strikes.  The research identified areas of concern both within the travel industry and with consumers.  It also revealed encouraging news for the future of the industry and opportunities for the CTO and the Colorado tourism industry as a whole to help revitalize tourism in Colorado.

Areas of Concern

Fifty percent of the Colorado businesses surveyed anticipate ending this year below last year�s figures.  The research revealed that members of Colorado�s tourism industry are also concerned about issues such as:

• Access to capital;
• Liquidity;
• Ability to hire/retain employees;
• Going out of business � one-fifth of the businesses surveyed said they might have to close their operation within one year; and
• Reduction in workforce � according to the survey, the majority of employees who will potentially be cut are seasonal and part-time workers.

In addition to altering business strategies, industry members also plan to make changes in the following areas:

• Marketing plans and strategies (63 percent)
• Capital purchases/purchasing (53 percent)
• Number of employees (34 percent)
• Business expansion (24 percent)
• Scope of services (15 percent)

Those who are altering their travel are more likely to stay at or close to home and are more likely to visit friends or family.  According to the research, they are also more likely to drive and are less likely to take an international trip.  Frequent skiers said that they are more likely to alter their plans due to the economy than due to fear.  And half of the people who indicated they would alter their travel indicated that they are less likely to take a ski trip.

The Good News

The research did turn up positive points for the tourism industry in general and for Colorado specifically.  Seventy-three percent of Americans say they have no intention of changing their travel plans, and many are more determined to travel now than before the attacks.  Potential travelers rate Colorado as �extremely� or �very� desirable, with 22 percent �extremely/very likely� to visit Colorado within the next 12 months.  This figure is up slightly from the 2000 YPB Yankelovich Travel Monitor.  Of skiers surveyed, 75 percent said they are planning to take a ski/board trip this season and 85 percent of the planned ski trips are to Colorado.  However, only 32 percent of those trips have been booked.

�There is huge potential here,� says Bill Jensen, chair 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.�

Tourism Awards Presented at Conference

Awards for �Outstanding Individual Contribution to Colorado Tourism� and �Outstanding Community Tourism Initiative� were presented during the Governor�s Conference on Tourism.  The purpose of the awards is to honor individuals and communities that have demonstrated dedication, leadership and innovation, as well as created coalitions which contributed to the success of Colorado�s tourism industry.  The CTO received many outstanding nominations, and the judging committee had to make some difficult decisions.  This year�s winners are: