A number of indicators suggest the tourism industry in Montezuma County has rebounded to its highest levels since the Great Recession.
That was message relayed to city leaders this week by Mesa Verde Country tourism director Heather Hughes.
She reported municipal lodging taxes were up 14 percent over last year as of July 31; Welcome Center visitation was up 13 percent; Anasazi Heritage Center visits ticked up 3 percent; and tourists at Mesa Verde National Park were up 9 percent over 2013. Nearly 400,000 have visited the national park east of Cortez this year.
“The percentage increase of visitors to Mesa Verde National Park is higher than any other national park in the state,” said Hughes.
During a presentation at a Cortez city council workshop on Tuesday, Sept. 23, Hughes credited an improving national economy for the local rally. Across the country, Hughes said more miles were driven over the summer than at any point since the 2008 recession.
Serving as tourism director since May 2013, Hughes said the gains could also be attributed to local marketing efforts and improved Internet and social media outreach. Mesa Verde Country recently launched a new marketing campaign to promote Montezuma County as a tourism destination.
“‘One day just isn’t enough’ is our new tagline,” said Hughes.
Hughes said the message is reaching audiences, saying local lodgers reported 98 percent occupancy rates this summer. Hughes added that persuading tourists to spend just one night in the area would benefit other local business.
“We have to get our name and message out,” said Hughes.
According to Hughes, the word “Cortez” used for online search terms has also dramatically increased. She hopes to capitalize on the momentum by partnering with the Grand Circle Association to attract more tourists. Encompassing portions of five states – Arizona, New Mexico, Colorado, Utah and Nevada – the Grand Circle contains America’s largest concentration of national parks and monuments. The association is expected to hold its quarterly meeting at Far View Lodge at Mesa Verde National Park this weekend.
“There’s a potential big pie out there, and we’re hopeful that we get a bigger slice,” said Hughes.
German, French, Canadian and Japanese tourists account for the most international travelers to Montezuma County. Colorado and Texas represent the highest number of local visitors from across the country.
Two city council members serve on the Mesa Verde Country board of directors. Another serves as an alternate board member.
Annual municipal appropriations to Mesa Verde Country include $163,000 from sales taxes and $172,000 from lodging taxes.
For more, visit the redesigned mesaverdecountry.com website, which was launched last month.
tbaker@cortezjournal.com