Breckenridge Tourism Office Unveils Ambitious Marketing Plans for 2025

Breckenridge Tourism Office's Vision for 2025

As the Breckenridge Tourism Office transitions from a year of flat visitation, it is setting its sights on 2025, finalizing its budget and marketing strategy. The proposed budget for 2025 is approximately $5.4 million, reflecting a 9% increase from the previous year, primarily due to inflation and enhanced funding for events and destination media.

Downtown Breckenridge is pictured in September 2023. The Breckenridge Tourism Office is finalizing its budget and marketing strategies for 2025. Tripp Fay/For Summit Daily News

The destination media budget will see an increase of $100,000, which will likely remain in contingency until summer, focusing on marketing to out-of-state visitors during the summer and fall.

Addressing Visitor Data Challenges

Recent challenges arose when initial data indicated a 20% decline in lodging occupancy for summer 2024. However, this was later corrected to a mere 2% decrease, thanks to a technical correction in collaboration with Key Data. The office aims for a 3-4% growth in occupancy each year and is optimistic about summer marketing opportunities.

Event Budgets and Staffing Enhancements

The events budget will increase significantly, including $65,000 earmarked for events like 10 Mile Pride. Most of the budget derives from the town's accommodations tax, with additional revenue from events.

Marketing Strategies: Top of the Funnel Focus

The marketing approach remains consistent with previous years, employing top of the funnel tactics to attract potential visitors who may be unfamiliar with Breckenridge. This includes broad outreach to raise awareness. The office also plans to adapt strategies to mid-funnel tactics if lodging volumes do not meet expectations, targeting those already considering a visit.

Adjusting to Accurate Forecasts

With a more accurate forecast indicating stronger visitation, the Tourism Office may reconsider its mid-funnel marketing plans for 2025, balancing awareness with conversion strategies. This adaptive approach aims to maximize the effectiveness of the marketing budget while ensuring a robust visitor experience in Breckenridge.