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Grand County tourism board to tap reserves, boost off-season marketing and try AI itineraries
Summary
The Grand County Tourism Board told commissioners it will draw reserves to fund a 2026 budget shortfall, increase off-season marketing and pilot an AI itinerary tool to attract longer-stay visitors and international travelers, while commissioners pressed for clear grant priorities.
Representatives from the Grand County Tourism Board presented a proposed 2026 budget showing a planned drawdown of reserves and new investments in marketing and an AI-driven itinerary feature.
"I'm Gaylene Orr with the Grand County Tourism Board," Gaylene Orr told commissioners, outlining a plan to spend approximately $434,000 from reserves over the next five years while prioritizing shoulder-season marketing and collaboration with the Colorado Tourism Office to attract longer-stay visitors. The board said the new AI itinerary feature will help prospective visitors plan multi-day trips across county attractions.
Commissioners asked about grant philosophy and whether chambers and districts can adapt to lower grant levels. Tourism members said recent pandemic-era increases in grant awards were not sustainable and that the board expects to use reserves carefully while shifting to marketing tools aimed at increasing nights-per-visitor.
The tourism presentation also tied into lodging-tax allocation discussions: staff summarized the 50/30/20 split (50% traditional marketing, 30% alternate uses including housing and childcare, 20% flexible), and commissioners agreed to keep annual flexibility while requesting better district-level grant transparency.
