In advance of Memorial Day weekend, the Durango Chamber of Commerce partnered with the Business Improvement District to help clean and prepare downtown and North Main. Sidewalks were swept, trash was collected and storefronts were polished for the busy season ahead. In many ways, it felt a lot like preparing a home before guests arrive.
That effort matters because tourism remains one of the most important economic drivers in Southwest Colorado. Tourism supports local restaurants, hotels, retail shops, outdoor recreation businesses and countless jobs. Visitors don’t just contribute to the economy during a single weekend; their experiences influence whether they return and whether they encourage others to visit.
For many of us who live here, it’s easy to forget that what feels routine is often extraordinary to someone else. Camping without electricity, hiking and biking at elevation, rafting the Animas River and enjoying our historic downtown are commonplace for many of us, but uncommon in much of the country. There’s a reason we choose to live in Durango, and there’s a reason others want to experience it.
Being a gracious host doesn’t mean we have to sacrifice our community values. In fact, our culture is one of the things visitors are seeking out. Durango has built a reputation around outdoor recreation, environmental stewardship, local businesses and a strong sense of community. Many visitors arrive from places with very different lifestyles and expectations. Some may not immediately understand our pace, our customs or the things we prioritize.
A little kindness can shape someone’s entire perception of our town. Helping a visitor navigate downtown, answering a question about trails or extending patience during a busy weekend may feel small, but those moments leave lasting impressions.
At the same time, being a good steward of our community also means navigating real concerns closer to home. Drought conditions and wildfire risk across Southwest Colorado are serious this season. Dry conditions have increased the likelihood of fires in nearby wooded areas, and if fire activity occurs, clear and accurate communication becomes critically important for both residents and visitors.
In the past, misinformation spread quickly on social media during wildfire events. Conflicting reports about closures, evacuation zones or air quality conditions often created confusion for travelers trying to determine whether it was safe to visit or what areas remained accessible. Conditions can vary widely across the region, and closures in one area don’t necessarily mean all of Southwest Colorado is inaccessible. Some posts can unintentionally harm local businesses, create unnecessary panic and discourage visitors from supporting communities that remain open.
We all share a responsibility to communicate carefully during wildfire season. Before sharing updates online, lean on verified sources and trusted local agencies. Clear, factual information helps visitors make informed decisions and ensures our community remains both safe and welcoming during challenging moments.
Durango is our collective home. Every summer, we open our doors and invite others to experience what makes this place special. My hope is that visitors leave not only appreciating our mountains and downtown, but also the values that define this community. And once peak tourist season wraps up, we all get to enjoy shorter waits at our favorite restaurants and a little more room on the trails again.
Jeff Dupont is CEO of Durango Chamber of Commerce.