This Longwoods International report chronicles how Colorado’s elimination of its state tourism marketing budget in the early 1990s led to a sharp decline in visitation, billions in lost revenue, and a diminished national profile. It follows the state’s path to recovery after funding was restored, documenting strong returns on investment and a full rebound in market share. The report also details how efforts to replace public funding with private-sector support failed, underscoring the importance of coordinated, statewide promotion. Through decades of data, it provides one of the clearest demonstrations of the economic consequences of cutting tourism marketing.

This flagship report outlines the far-reaching, community-wide benefits of destination promotion. It features quantitative and qualitative analysis across seven thematic chapters covering tax revenue, workforce development, culture, economic growth, brand perception, and tourism improvement district (TID) impact. The report provides compelling proof that destination promotion delivers value beyond hospitality metrics, influencing quality of life, community pride, and business development.

This federally funded report profiles Indiana’s ‘IN Indiana’ branding campaign as a case study within the larger Travel, Tourism, and Outdoor Recreation (TTOR) grant program. It showcases how strategic marketing, inclusive planning, and cross-sector collaboration helped Indiana use ARPA recovery funds to bolster economic resilience, create placemaking infrastructure, and engage diverse communities. Part of a broader national effort to evaluate TTOR outcomes across 50 states.