Eliza Voss, Vice President of Destination Marketing at the Aspen Chamber Resort Association (ACRA), provides fascinating insights into the delicate balance of managing Aspen's tourism while maintaining the quality of life for its residents. A look at the highlights of her discussion with Stephen Ekstrom, CEO of Learn Tourism.

The Role of Destination Marketing in Aspen

Eliza explains that Aspen's ACRA operates as both a chamber of commerce and a destination marketing organization (DMO). Funded primarily by a 2% lodging tax, the ACRA promotes tourism under a contract with the City of Aspen. Her mission is to ensure that tourism not only contributes to the economy but also aligns with the town's values and long-term sustainability.

Balancing Tourism with Community Needs

Aspen's tourism strategy emphasizes balance:

Shifting Seasons: Initially tasked with extending tourism beyond the summer peak, Eliza notes they've now succeeded in promoting spring and fall visits. However, the focus has shifted again, prioritizing preservation of off-seasons for the well-being of residents and frontline workers.

Quality Over Quantity: Eliza emphasizes a shift from attracting sheer numbers of tourists to targeting visitors who align with Aspen's values, particularly in sustainability and community stewardship.

Sustainability as a Core Value

Sustainability underpins Aspen’s tourism efforts. The city has adopted strategies that look beyond short-term gains, focusing instead on a century-long vision. Examples include:

Minimizing Environmental Impact: Aspen embraces initiatives that support environmental stewardship, such as reducing reliance on disposable materials.

Psychographics over Demographics: ACRA targets visitors based on interests and values rather than broad demographic metrics, ensuring alignment with community priorities.

Regenerative Practices: Inspired by global examples like Destination Queenstown’s Carbon Zero 2030, Eliza advocates for projects that leave a lasting, positive impact on the environment and the community.

The Human Element of Tourism

Eliza’s small-town roots give her a deep empathy for business owners who depend on tourism. Her personal understanding helps her connect with stakeholders and prioritize initiatives that benefit everyone, from visitors to residents. She highlights:

Fostering Community Spirit: Despite Aspen's prominence as a tourist destination, its "neighborly" culture remains intact. Eliza sees part of her role as teaching tourists to integrate respectfully into the community's fabric.

Storytelling for Impact: By telling the stories behind headline events, such as how Jazz Aspen Snowmass supports local music education, ACRA communicates the deeper values of Aspen to visitors.

Tourism's Transformational Power

Eliza believes in travel's capacity to inspire. Whether through environmental initiatives or cultural education, she sees tourism as an opportunity to influence visitors positively, encouraging them to bring those lessons back home.

Challenges and Future Goals

Looking ahead, Eliza identifies two major challenges:

Educating Stakeholders: Helping local businesses see the value of long-term planning over short-term profitability.

Keystone Sustainability Initiatives: Learning from international best practices to develop Aspen's signature sustainability projects.

Aspen’s Legacy of Tourism

Tourism has long been part of Aspen's identity. The town transitioned from mining and agriculture to a tourism hub post-World War II, propelled by the vision of Walter and Elizabeth Pepke. Their focus on creating a place where mind, body, and spirit flourish laid the groundwork for the Aspen we know today.

Final Thoughts

Eliza’s passion for Aspen shines through in her strategic vision and her personal connection to the community. From her early dreams of working on a yacht to becoming a leader in destination marketing, her journey reflects the transformative power of place. Aspen, with its stunning natural beauty and strong community ties, serves as both her muse and her mission.

For more about visiting Aspen, check out Aspen Chamber Resort Association or follow them on social media at @AspenCO.

Listen to the podcast here: https://podcasts.apple.com/us/podcast/business-class-the-tourism-industrys-podcast/id1573913521

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.