Visit Estes Park Focuses on Sustainable Tourism and Visitor Engagement Under New VP Leadership, Get the Details Here

Published on March 3, 2026

Image generated with Ai

The appointment of Amanda Scherlin as the new Vice President of Visitor Experience, a key position that is expected to play a vital role in enhancing the visitor experience and meeting the interests of the community with the increasing demand for tourism in Estes Park, Colorado, has been announced by the Visit Estes Park. With over 15 years of experience in destination marketing and branding, this appointment is expected to play a vital role in creating a memorable experience for tourists while deepening the relationship between the community and the tourism industry.

Image generated with Ai

New Leadership at Visit Estes Park to Strengthen Tourism Efforts

Estes Park, a picturesque town nestled at the base of Rocky Mountain National Park in Colorado, has been experiencing growing interest from tourists worldwide. With its breathtaking mountain views, outdoor activities, and vibrant community, Estes Park continues to be a top destination for both domestic and international visitors. In response to increasing visitation, Visit Estes Park has selected Amanda Scherlin to oversee the strategic direction of the region’s tourism and visitor experience efforts.

Scherlin’s appointment comes at a pivotal time for Estes Park, as the region seeks to enhance its position in the competitive tourism market while ensuring that the benefits of tourism are maximized for the local community. Her role will focus on improving the entire visitor lifecycle, from the initial marketing and engagement efforts to in-market experiences, ensuring that visitors have a seamless and enriching journey through Estes Park and its surrounding areas.

Enhancing the Visitor Experience and Driving Community Alignment

One of Scherlin’s primary objectives in her new role will be to focus on creating meaningful and memorable experiences for visitors, an essential part of maintaining Estes Park’s appeal as a destination. Her experience in destination marketing, branding, and integrated strategy positions her well to shape a visitor experience that is both impactful and sustainable.

By aligning destination marketing efforts with local stakeholders, businesses, and public agencies, Scherlin will ensure that the region’s tourism strategy not only attracts visitors but also supports local initiatives, sustainability efforts, and the long-term success of Estes Park. Her work will involve overseeing digital engagement strategies, marketing campaigns, visitor services, and the development of initiatives that enhance the in-market experience for all travelers.

A Strong Tourism Economy in Estes Park

Tourism is a key economic driver in Estes Park, supporting thousands of local jobs and contributing significantly to the region’s economy. In 2024, visitors to Estes Park generated $510.8 million in direct travel spending, which is a 2.4% increase over 2023. This influx of tourists also resulted in $29 million in local tax revenue, a crucial component in supporting public services, workforce housing, and community development initiatives.

With tourism accounting for 82% of the town’s sales tax revenue, the economic benefits of the travel industry are evident. The tourism sector provides 3,419 local jobs, and without tourism, residents would face an additional $5,110 in annual taxes to sustain the local economy. Each day, visitors contribute approximately $1.4 million to the local economy and generate nearly $80,000 in local tax revenue, underscoring the importance of maintaining and growing the region’s tourism sector.

The Role of Visit Estes Park in Promoting Sustainable Tourism

Visit Estes Park is responsible for marketing and managing the destination in a way that balances the needs of tourists with the well-being of the local community. Under Scherlin’s leadership, the organization aims to strengthen the alignment between tourism efforts and local goals for sustainability, stewardship, and resident quality of life. This will include creating a long-term tourism strategy that ensures the region’s natural beauty and resources are preserved while enhancing the visitor experience.

By focusing on sustainable tourism, Visit Estes Park will not only protect the environment but also support economic development and improve the quality of life for residents. The integration of sustainability practices into the tourism framework is particularly important for a region that attracts nature-focused travelers seeking to enjoy the outdoors while minimizing their environmental impact.

The Impact of Destination Marketing in Estes Park’s Tourism Growth

Schrelin’s appointment to VP of Visitor Experience comes as Estes Park continues to be recognized as a prime destination for tourists seeking outdoor adventures and natural beauty. Known for its proximity to Rocky Mountain National Park, Estes Park offers unparalleled access to hiking, wildlife viewing, and scenic drives. It is also home to a vibrant downtown with local businesses, restaurants, and cultural landmarks that make it a desirable destination year-round.

Destination marketing efforts will focus on promoting Estes Park’s natural and cultural offerings to a global audience, while also maintaining strong ties with local businesses and residents. By highlighting the unique characteristics of Estes Park and the surrounding region, Visit Estes Park aims to attract a diverse group of travelers, from families looking for outdoor activities to adventure seekers and cultural enthusiasts.

The increase in visitation also presents an opportunity for the town to expand its tourism offerings and infrastructure, ensuring that Estes Park remains a welcoming destination for visitors while addressing any challenges posed by increased foot traffic.

Collaborating with Local Stakeholders to Enhance the Visitor Experience

As VP of Visitor Experience, Scherlin will work closely with local stakeholders, including tourism partners, business owners, and community leaders, to create a cohesive and welcoming environment for visitors. This collaboration will include aligning marketing and operational strategies with the town’s long-term sustainability goals and ensuring that local businesses and residents are actively involved in the tourism process.

Her leadership will be instrumental in strengthening the connection between the community and the tourism sector, creating a positive impact for both visitors and residents. Through this partnership, Estes Park will continue to thrive as a top-tier destination, supporting both the local economy and the cultural richness that makes the area unique.

Estes Park’s Bright Future Under New Leadership

With Amanda Scherlin’s appointment as Vice President of Visitor Experience, Visit Estes Park is poised to continue its growth as a premier destination in Colorado. Scherlin’s expertise in destination marketing and branding, combined with her deep appreciation for the region, will help ensure that Estes Park remains a top choice for travelers seeking a blend of outdoor adventure, cultural enrichment, and natural beauty.