Snow finally arrived, only two months late. An extremely low snowpack does not only shape winter, it influences our river levels, fire risk and trail conditions – influencing visitor behavior months later and shaping our tourism economy year-round.
This winter has also reminded us of something important: While visitor activity was not as weak as the snowpack, our economy has been resilient. While traditional winter-specific businesses certainly have felt the strain, December 2025 sales tax collections remained healthy. Downtown activity was steady. Durango flagship visitor attractions, including the train and hot springs, saw solid attendance that were on par to best years. Overall, 2025 lodger’s tax collections were only 1.3% lower than a very strong 2024. January 2026 was nearly identical to January 2025, just different in composition.
The good news is this: Our economy has already shown signs of flexibility. Visitors came, just for different reasons. That adaptability is a strength we can build upon.
This is precisely why the value of Durango visitors and how we manage visitation matters more than ever. About a third of our local economy and workforce is connected to visitor activity in some way. These dollars come from non-residents, helping ease the tax burden on local households.
Resilience in tourism requires two complementary strategies: destination marketing and destination management. Destination marketing keeps the economic engine running. It helps ensure restaurants stay open, shops remain staffed, guides book trips and lodging properties can support year-round employment. In unpredictable winters, thoughtful marketing helps stimulate visitor activity that supports the third of our economy tied to tourism.
But marketing alone is not enough. Destination management is equally important, and increasingly central to Visit Durango’s work. Management means stewarding our natural assets, so they are not “loved to death.” It means leveling out seasonality, so our economy is less dependent on any single three-month window. It means educating visitors to recreate responsibly, respect local norms and act more like locals than tourists. It means balancing economic vitality with environmental protection and resident quality of life.
In 2025, Visit Durango’s integration into the city’s Prosperity Office strengthened this holistic approach. Tourism is no longer a siloed effort. It now sits at the table alongside housing strategy, community events and economic development, and integrated into the city’s long-term planning and decision-making. That alignment allows us to respond more thoughtfully when winters shift or summers grow drier.
If snow continues to arrive late, or arrives less frequently, we must adapt our broader economic mindset. We must think about diversified experiences, balanced visitation, wildfire resilience, water stewardship and year-round vitality.
Durango has always thrived by balancing natural beauty with entrepreneurial spirit. By pairing smart marketing with strong destination management, we can protect what makes this place special while strengthening the economic resilience that supports residents year-round.
Because resilience is not about hoping for a better winter. It is about preparing together for whatever season comes next.
Sarah-Jane Johnson is the new Tourism and Destination Services Manager at Visit Durango, which recently merged into the City of Durango’s new Prosperity Office. She can be reached at sarahjane.johnson@durangoco.gov.
