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From the Chamber: Summer visitation outlook

Sarah Leonard
CEO, Steamboat Springs Chamber
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Sarah Leonard is the chief executive officer of the Steamboat Springs Chamber of Commerce.
Courtesy photo

Summer has arrived in the Yampa Valley. All that melting snow is rushing through the Yampa River, trees are blooming, and Emerald Mountain is living up to its name. It’s time to get ready for a season filled with outdoor recreation, art fairs, rodeos, free concerts, and visitors to our mountain paradise.

As the Destination Organization for our area, through a contract with the City of Steamboat Springs, we’ve been working hard to create meaningful plans and strategies for the non-ski season months of 2025. Summer and fall are vibrant times of the year in our valley and are vital to our local economy.

So what does summer look like this year? That’s a tricky question. Paid lodging bookings show slight year-over-year growth in June, while July and August are pacing flat to below last year.



Beyond lodging bookings though, there is a lot of uncertainty. Ask any local cyclist, and they’ll tell you that tailwinds benefit you while headwinds hinder you. When we look at the summer visitation outlook, there are plenty of both.

For tailwinds, Steamboat Springs is a well-established vacation destination and has been for many years. Long-standing events like the Steamboat Marathon (congrats to all you local runners!), Art in the Park, and the weekly Pro Rodeo Series prove valuable draws and provide predictable visitation patterns.



Our incredible amenities, beautiful landscapes, and diverse dining scene make for memorable experiences. But what really makes Steamboat Springs special is our community. Our welcoming mountain hospitality, helpful locals, and genuine spirit are what bring visitors back time and again.

For headwinds, consumer confidence is lower than it has been in many years, and geopolitical and financial headlines seem to change every 30 minutes. Competition for the summer traveler is strong; there are many destinations working hard to attract visitors.

And those visitors are booking last minute, employing a “wait and see” style of vacation planning. But vacations are as much a part of summer as ice cream and long days on the water, and Americans’ intent to travel is still strong. Summer travel might just look a bit different this year.

Our Destination Stewardship work considers the tailwinds, headwinds, and more when setting goals and priorities for the year. Our vision is a vibrant Steamboat Springs where locals thrive, and tourism serves as a force for good. How do we achieve harmony between our incredible quality of life and the need for visitors, ensuring that the benefits of tourism outweigh its impacts?

This year, we’re evolving our Do Steamboat Springs Right campaign to incorporate more opportunities for engagement and a stronger presence throughout the City. We’re collaborating with even more local non-profits and businesses to emphasize river stewardship and trail etiquette. Additionally, we’re providing visitors with tools and resources to be good stewards of Steamboat Springs.

It’s also important to keep a close eye on bookings and tax collections. During the 2024/2025 ski season, visitors contributed over 78% of all restaurant sales, and we rely on the millions of dollars in sales tax that visitors pay. When bookings and tax collections are down, our local jobs and economy suffer. That’s why we plan to launch a late summer and fall campaign to promote visitation during that area of opportunity.

Summer is also the time of year when friends and family come to visit our mountain town, and they’re incredibly important guests. If you find yourself playing host this summer, we hope you enjoy Steamboat Springs to the fullest.

Take your guests out to eat, to a local park, or down the Howler Alpine Slide. Shop for cowboy hats together and take in the thrills at one of the best Pro Rodeos in the country. And practice patience with those around you; after all, the person in traffic next to you could be your neighbor’s mom visiting from Nebraska.

Yes, the business outlook for this summer is a little murky. That means we’ll continue to stay on top of bookings, trends, and forecasts and work hard to maintain vitality in the Valley. We’ll provide visitors with education and resources while engaging with both residents and visitors throughout the summer.

Stop by and say hi to Chamber staff at the Visitor Center, the Farmers’ Market, or the July 4th Parade. Come learn where we’re at with our three-year Destination Stewardship plan and how we’re working to maximize tourism’s benefits and minimize its impacts. But most importantly, enjoy this incredible season in this beautiful place.

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