International journey to La Plata County drops in first half of 2025

Durango official says tourism could also be getting into a ‘new normal’

Tourism to La Plata County, measured by aggregated resort occupancy, fell by 8% from April by way of June, and by about 1.5% within the first quarter of the yr. (Jerry McBride/Durango Herald file)

Tourism to La Plata County, together with worldwide journey, is on the decline, in keeping with the town of Durango.

Based on aggregated resort occupancy, tourism fell by 8% from April by way of June – the second quarter of the fiscal yr – and by about 1.5% within the first quarter, mentioned Durango Prosperity Officer Mike French.

For reference, La Plata County’s quarterly resort room provide is 219,600 rooms. In Q1, the whole occupancy charge was practically 49% – about 107,400 rooms booked.

Visitation from Canada and Mexico – the county’s high overseas tourism markets – is down, with the Canadian market dropping greater than 50% from final yr, French mentioned.

Purgatory Resort General Manager Dave Rathbun mentioned Canada is the resort’s main worldwide market, though different Colorado ski locations obtain much more Canadian vacationers.

He mentioned Canadian journey throughout Colorado is down about 55%, primarily based on bookings.

Canadian guests spent $97,100 from January by way of May this yr, in contrast with $132,800 throughout the identical interval final yr, in keeping with Visa Destination Insights, which supplies tourism information to the town.

Visa Destination Insights is a data-sharing program that collects and supplies aggregated, depersonalized spending information from Visa cardholder transactions, mentioned Rachel Welch, Visit Durango spokeswoman. It helps vacation spot entrepreneurs and governments perceive customer conduct and worldwide markets.

The Mexico journey market fared higher, although it additionally had much less visitation this yr in comparison with final yr. Mexican vacationers spent $171,500 from January by way of May this yr, in contrast with $196,000 throughout the identical interval in 2024.

Other worldwide guests spent these quantities in La Plata County from January by way of May this yr:

Hotels generated $12.3 million in income from January by way of March this yr, in contrast with $12.5 million final yr and $12.6 million in 2023, in keeping with Smith Travel Research, one other dataset utilized by the town.

French mentioned nationwide and worldwide politics are main elements in lowered worldwide tourism to La Plata County from its high overseas markets.

“One hundred percent,” he mentioned. “For different reasons. (The) Canadian market is really centered around tariffs. The Mexican market is centered around immigration policies.”

The Trump administration has imposed a ten% tariff on vitality and vitality assets imported from Canada, a ten% tariff on non-duty-free potash and a 25% tariff on different Canadian imports, in keeping with the Trade Compliance Resource Hub.

Rathbun, who grew up on the U.S.-Canadian border, mentioned he couldn’t communicate to how tariffs affected Canadian journey however believes political rhetoric has had an impression.

“Having a lot of family and friends that are Canadian, I will tell you that suggesting that Canada might become the 51st state probably had a bigger psychological impact on behavior than a lot of the other things,” he mentioned.

He was referring to statements made by President Donald Trump throughout commerce talks, suggesting the United States ought to annex Canada.

“Frankly, Canada should be the 51st state, they really should. Because Canada relies entirely on the United States, we don’t rely on Canada,” Trump mentioned in a June 27 interview on Fox News’ Sunday Morning Futures.

Rathbun added that Canada has traditionally been delicate to the energy of the U.S. greenback.

Economic uncertainty and altering customer traits

He mentioned he couldn’t communicate as to whether the Trump administration’s beefed up immigration enforcement has affected Mexican visitation to Purgatory however believes basic uncertainty impacts visitation total.

French mentioned tourism officers anticipate a comfortable market, which means a slight lower in income in comparison with the previous three years, which had been significantly robust.

“The last two to three years have been exceptionally strong. I don’t think that’s sustainable given today’s economic climate,” he mentioned.

In June, Ellen Babers, the town’s neighborhood occasions specialist, mentioned a outstanding development amongst home vacationers this yr is ready till 24 or 48 hours earlier than making resort reservations.

Visit Durango Interim Executive Director Barbara Bowman attributed last-minute bookings to financial uncertainty.

“People are a little bit fearful,” she mentioned. “They still want to travel, but they’re holding off and waiting to book until the last minute.”

She mentioned she expects a “shorter drive market” to develop – the place vacationers will drive shorter distances, keep fewer days, spend much less and ebook lodging with shorter lead occasions.

What does much less worldwide and home journey imply for La Plata County’s tourism business?

French mentioned the Tourism Commission, Visit Durango and business professionals should be extra strategic in advertising and marketing efforts and contemplate who these campaigns are concentrating on.

He mentioned it’s an excellent time for the town to ponder the worth of a customer – not simply how a lot they spend, however how they contribute to the neighborhood, what expectations exist, and tips on how to stability high quality of life for residents and guests.

“Things are going to settle. We’re going to have a good remainder of the summer,” French mentioned. “But we might be in a little bit of a new normal in terms of what we can expect.”

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