LUXlife, a premium travel magazine, recently honored Visit Glenwood Springs, the tourism and marketing arm for the hot springs town, with the title Best Destination Marketing and Management Organization for 2024, but visitors to the hot springs town already know that Glenwood Springs is a winning vacation destination.
Thanks to the efforts of travel and marketing professionals, vacationers are well acquainted with the fact that Glenwood Springs is the ultimate place to go for relaxation and recreation in the Colorado mountains. That kind of visibility doesn’t just happen on its own.
Leadership & Vision
At the heart of the hot springs’ town beats the dedicated efforts of Visit Glenwood Springs, under the leadership of Lisa Langer. As the Director of Tourism, Langer has spearheaded initiatives that primarily promote tourism through various platforms, collaborations, and innovations while at the same time advocating for sustainability practices and the preservation of natural resources. The results caught the attention of LUXlife, an international magazine that annually selects winners in various tourism categories from around the globe. The publication named Visit Glenwood Springs “Best Destination Marketing and Management Organization 2024.”
Promoting Natural Treasures
Glenwood Springs’ ongoing allure stems from its trove of natural treasures which the Visit Glenwood team vigorously promotes. The town’s top attractions are among the best in Colorado and include its trio of geothermal amenities, Hanging Lake in Glenwood Canyon, and Glenwood Caverns Adventure Park with its stunning underground caves. Outdoor activities are yet another draw that captivates visitors whether it’s whitewater rafting on the Colorado River, fishing on the area’s Gold Medal waters, hiking and biking on miles of trails, or even paragliding from the summit of in-town peaks.
Among recent honors, the U.S. Secretary of the Interior jointly named Glenwood Caverns Adventure Park and Iron Mountain Hot Springs a National Natural Landmark in 2023. The accolade highlights the inherent natural beauty of both locations and more importantly, both properties’ efforts to preserve and protect the ecosystems unique to caves and hot springs for future generations.
Building Connections
Under Langer’s guidance, Visit Glenwood Springs has flourished, fostering collaborations within the tourism industry, such as with the Colorado Historic Hot Springs Loop and the Roaring Fork Valley Destination Alliance. These partnerships amplify the city’s marketing efforts, piggybacking with other entities to maximize tourism marketing dollars while simultaneously drawing attention to all the town has to offer vacationers.
In another collaboration, Visit Glenwood Springs is an active partner with the Colorado Tourism Office’s Destination Stewardship Coalition and Inclusivity in Tourism Coalition and will be implementing new stewardship and DEIA strategies beginning in 2024.
The Power of Resilience
This strategic and proactive approach has enabled Visit Glenwood Springs to also navigate inevitable challenges that come from living in a mountain environment with resilience and adaptability. “Visit Glenwood Springs works in a nimble and flexible style that allows us to shift our resources and messaging, when necessary,” Langer said. She cites occasional challenges that sometimes affect vacation travel in the mountains. “We have faced wildfire, weather, and other natural events in recent years and have been able to offer valuable, timely information for the best outcomes for our cherished guests,” Langer said. “Whatever the challenges, we are committed to excellence in all we do.”
Ongoing Innovation
As a result of a CO Tourism Office Management Grant, Glenwood Springs Visitor Center is receiving a refresh with ‘Do Colorado Right’ messaging that educates visitors and promotes responsible tourism. As part of this grant, a Wander Maps wayfinding platform, aimed at enhancing visitor experiences and promoting sustainable travel within the city, has been added to Visitglenwood.com. This forward-thinking initiative underscores Glenwood Tourism’s dedication to protecting Glenwood Springs’ natural environment and heritage.
While this accolade is a feather in the cap of Visit Glenwood Springs, what matters most to Langer and her team is that visitors have the time of their lives while on vacation in Colorado’s favorite hot springs town. Learn more and make plans to visit Glenwood Springs today!
