The Power of Destination Marketing What happens when you stop marketing… The Colorado Case 30% loss in market share of overnight leisure trips $1.4 billion in lost traveler spending in first year $2.4 billion lost traveler spending per year within four years of closing $134 million in lost state and local tax receipts Tourism office back in game in 2000 Funding increased to $19 million based on ROI of 12:1 The Rocky Mountains were there long before the Colorado Tourism Board and they’d be there long after.