The Pagosa Springs Area Tourism Board met Dec. 3 to review and discuss the 2025 Visitor Sentiment Survey, as well as a report comparing visitor traffic by state within the last five years.
Executive Director Of Tourism Jennifer Green presented data collected through Placer.AI and Datafy that analyzed Colorado’s number of domestic visitors from 2023 to 2025, broken down by season and market, and national data comparing visitors by state.
Local and statewide data
Green explained visitor center traffic has been increasing over the last three years in Pagosa Springs, with data reporting 51,000 visitors in the last 12 months and only 15 percent being locals.
“Our visitor center traffic actually is more than what some of the state welcome centers in the state see,” she added. “So, we definitely have a pretty vibrant visitor center, traffic-wise.”
Data showed that, within the last five years, Texas, New Mexico and Colorado have remained the top-producing states.
Green noted that while the state’s core markets remain dominant, the order shifted this year. Colorado was ranked No. 1 in annual visitors in 2025, moving past New Mexico and Texas from its rank of No. 3 in 2023 and 2024.
The data found that Colorado’s visitors average a two-night stay, according to the presentation.
“The longer visitors have to drive, the longer they stay in the market,” Green shared, adding that it makes a significant difference as to what season visitors from other states are willing to visit Colorado in.
The presentation showed that nearby markets equal more-frequent, shorter trips, while farther markets yield a significantly higher economic value per visitor.
“If states as a whole are able to spend more money in their market, it’s going to benefit all of the businesses in the community,” Green said.
Seasonal traffic
Data showed Colorado had the highest number of spring visitors in both 2024 and 2025, moving up from its No. 2 ranking behind New Mexico in 2023.
The presentation also showed that Colorado, Texas and New Mexico all drive meaningful volumes, with Denver and Albuquerque, N.M., remaining as the top two spring designated market areas (DMAs).
Colorado also held the highest number of visitors in summer and fall of 2025, Green shared.
2025 winter data was consistent with previous years, showing Texas holding the highest number of visitors in the winter, followed by New Mexico, Colorado and Arizona. The data found that Denver and Colorado Springs are consistently among the top DMAs across all seasons, with Denver leading in fall and summer, according to the presentation, with Colorado’s strong seasonal appeal driven by summer activities and fall foliage.
Overall, Green shared, Colorado is dominant in both summer and fall compared to other states.
Spending
According to the presentation, 2025 data showed that Colorado accounts for 62 percent of the total spending by state, making it the highest contributor.
Data also found that Colorado’s strong performance in spending is driven by its position as a top visitor destination across all seasons, Green shared, with Denver and Colorado Springs being key markets.
Visitor Sentiment Survey
The board also saw the results of the 2025 Visitor Sentiment Survey, which outlined visitor demographics and behaviors and aims to use data to make actionable improvements for marketing and guest experience in Pagosa Springs.
“This is just to help us gauge what our visitors think when they come through Pagosa, or if they chose another destination,” Green said.
The survey yielded more than 750 responses as of Nov. 25, Green shared, surpassing its goal of 500 within a month of it being live.
The survey was linked on the welcome landing page of the Visit Pagosa Springs website and included in the monthly e-newsletter to more than 79,000 subscribers. The outreach campaign also encouraged local businesses to send a link to their audiences through a weekly email, and paid Meta ads to an expanded audience.
Visitor demographics
Based on responses from the survey, it was found that roughly half of respondents reported more than $100,000 in household income, which Green explained supports positioning Pagosa as a premium but good-value mountain getaway rather than a budget destination.
“Less than 50 percent was under $100,000 a year for household income, which I think does help for people having the ability to take a vacation or maybe travel more than that now,” she added.
The results also found that the current visitor base is strongly aged 55 and up, with relatively few younger adults, Green shared, adding that the age skew is strongly older and mid- to late-career adults. Data showed the highest percentage of visitors at age 65 and up, with 42 percent, and 23 percent between ages 55 and 64.
Green added that one goal is to increase the percentage of annual visitors between ages 35 and 54 to 25 percent, from 16 percent this year.
There was both a larger number of older people who answered the survey and a disproportionate number of older visitors compared to younger ages, Green explained.
“Just hanging out at the visitor center, we see the families during the summer, but the rest of the year, it’s going to be empty nesters a lot of times, or couples that don’t have children,” she said.
The survey also observed that nearly half who visit Pagosa Springs are frequent visitors, with around another 1 in 5 being brand-new, Green shared, which means Pagosa has both a loyal base and a healthy stream of first-timers. Of those surveyed, 47 percent said they have visited the town four or more times.
“Repeat visitation is key,” she added.
Visitor spending
Fifty-seven percent of visitors spend more than $500 per visit with the maximum being around $2,500 spent, which Green explained lends itself to the data on visitors’ average household income.
“We’re really pulling more of the more affluent people that are able to spend some money,” she said. “I would also say those may not be the ones that typically fill out surveys, but what we saw in this is at least from those that completed the survey, the booking window when they’re choosing a destination to go to is usually about one to three months before they arrive.”
For those who have never visited, survey results found that the main reason is not resistance but timing, with 62 percent responding that they plan to visit, but have not had the chance.
Lodging and attractions
Based on those that completed the survey, Green continued, hotels were the single largest category chosen for lodging. Short-term rentals and Wyndham accounted for about 36 percent.
The survey showed dining, hot springs and outdoor activities as the three strongest draws for visitors of Pagosa Springs, with 64 percent of visitors motivated by scenic beauty, 57 percent by the hot springs and 45 percent by outdoor recreation.
Those surveyed reported being open to visiting during all four seasons, data showed, with fall as the top “would consider” season.
Green added that this is a big opportunity for shoulder-season growth.
“From those that completed the survey, we’re not seeing events necessarily play a driving role in bringing visitors as much as giving them something else to do when they’re in the market,” she said. “So, there’s an opportunity to perhaps change that.”
Friction points
Survey respondents reported their main visit issues being cost, disruption by construction, restaurants, food, downtown, parking/traffic and the resort. Considering traffic and construction, one-third of visitors saw no impact on their visit and about 23 percent experienced moderate or major disruption, while another third at least noticed delays.
“As we dug in a little more on this, the construction and traffic frustrations are not damaging our loyalty to Pagosa,” Green added. “It’s just a frustration. So, it may have a negative connotation to their experience, but again, they’re still going to visit.”
She continued, “The good news is, when construction is over, we have a whole bunch of people that may have to delay their trip in 2026 until we’re done, and they will all be ready to come back. I think there’s an opportunity for a big campaign to say, ‘Hey, we’re done.’”
Green explained that the visitors surveyed are also asking for more indoor options when they visit, even though they come because of the scenery and outdoor recreation.
“Some of these themes, again, the perceived expense, there’s an opportunity to maybe change that narrative that there’s a psychological value over the affordability of it,” she continued. “So, I think that we need to tailor the messaging to be focused on the experience and [that] it’s worth it.”
Return rates
According to the presentation, those surveyed reported an overall satisfaction rating of 4.62 out of 5, with a welcoming score of 4.54 and a recommendation score 4.68. Eighty-four percent of visitors said they plan to return within two years and 63 percent within a year.
This shows very strong loyalty and suggests good potential for repeat-focused campaigns, Green shared.
The general, big-picture takeaway from the survey results, she continued, is that visitors really like Pagosa Springs.
“We have strong loyalty; they feel welcomed by us,” she continued, adding that the net promoter score was very high, which is good. “That means that they’re going back and they’re talking to their friends and family and telling them about Pagosa.”
2026 Visit Pagosa Springs marketing plan
Green explained that the data sets on visitor traffic and results of the Visitor Sentiment Survey are used in shaping the town’s annual marketing plan.
Strategic priorities of the 2026 plan include maximizing high-value, long-stay markets like Texas, Arizona and Oklahoma while nurturing short-stay destinations like Colorado and New Mexico, and shifting that demand into shoulder seasons like fall and spring while maintaining a summer audience.
Other strategic priorities include reframing the perception of Pagosa Springs as “expensive,” Green shared, and growing younger family segments between ages 35 and 54 without alienating the 55 and older base.
Green added that the plan can be adjusted as needed to optimize results and address current situations.
One major change to take into consideration in 2026, Green explained, is the increase in the amount of information available to potential visitors, adding that where there were three to five main touch points in advertising before, there are now 17 to 20.
“We know that they’re interested in visiting Colorado,” Green continued. “We just have to differentiate ourselves from other destinations.”
Different touch points for advertising in different places is going to help with brand retention and make sure that people are aware of Pagosa, she noted.
Green explained that the tourism board is looking to make sure it utilizes a broad mix of tactics and marketing campaigns.
“What I have in the marketing plan is for us to be flexible,” she shared. “As we’re seeing different campaigns be very successful, we can move more money and put more money into that so that we’re capitalizing on those that are, in fact, performing well.”
The presentation showed that Pagosa Springs also has funding from the state marketing grant to hire a videographer, which would bring new professional drone footage.
Green emphasized that this would be especially important to showcase downtown after major construction is finished, which is likely to be prioritized in the 2027 budget.
The tourism board has been maintaining a constant effort to make sure it is making as strong of an impact as possible with the limited advertising dollars available, Green continued.
“I understand, from a Pagosa perspective, we have a large budget,” she said. “Compared to pretty much every other destination in Colorado, we have a very small advertising budget.”
Green shared that the 2026 marketing plan will tailor campaigns seasonally, running shoulder-season promotions and emphasizing special attractions like fall foliage. There will also be a focus on destination management efforts for things like fire restriction and water level education, Leave No Trace campaigns and road maintenance.
The marketing plan aims to grow emerging markets, increase local business engagement and participation through the town’s free programs and take advantage of social media tools like the ambassador program.
“While campaigns are running, we are constantly optimizing them to make sure that we’re getting the best results,” Green said.
The plan is structured around the board’s goal of being as flexible as possible, she continued, allowing room to address different challenges and persistent headwinds as they arise.
eslade@orourkemediagroup.com
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