FOR IMMEDIATE RELEASE
Sarah Leonard, Visit Longmont CEO | Sleonard@visitlongmont.orgLongmont Invests in New, Added Value Tourism Funding
Longmont, CO – Visit Longmont and hotel partners located in the City of Longmont, successfully advocated for the formation of a Longmont Tourism Improvement District or LTID to support tourism promotion and destination development. After months of planning and collaboration, the LTID was officially created by a city ordinance establishing a 2 percent fee on hotel lodging which is estimated to generate an annual budget of over $450,000.
This milestone marks the beginning of a new chapter for Longmont’s tourism industry, one that has used the current lodgers’ tax to help promote Longmont to potential travelers seeking an affordable home base to the area’s outdoor recreation opportunities, cultural experiences, meeting spaces, and emerging food and award-winning craft spirit scenes.
"The formation of the Longmont Tourism Improvement District is a win for Longmont hotels, local businesses, and the City of Longmont. With this added investment, we can thoughtfully share Longmont stories, attracting high-quality visitors who will spend their time and money strengthening our local economy,” said Visit Longmont’s CEO Sarah Leonard. “Enhanced economic activity by visitors supports services, jobs, and amenities that enhance the quality of life for Longmont residents, too.”
The conversation began with a feasibility study in January 2024 and grew into collaborative discussions with the hotel sector, city, and community partners. The Longmont City Council passed the ordinance approving the formation of the LTID last month.
The LTID will enable Visit Longmont to expand its sales, marketing, and communications programs that enhance the visitor experience. The additional support will provide added value funding for:
• Dedicated marketing and sales initiatives focused on groups, meetings, and events
• Campaigns focused on off-peak seasons and year-round experiences
• Tourism infrastructure, including feasibility studies, strengthening Longmont’s competitiveness for year-round events
• Sustainability programs that reduce tourism’s impact and preserve local resources
• Research measuring the effectiveness of marketing efforts
These tourism promotional efforts are designed to attract visitors but also to support the quality of life for residents and sustain what makes Longmont a special and welcoming community.
"We’re proud to be part of the new Longmont Tourism Improvement District. It’s a smart investment that gives hotels and businesses the tools to reach more travelers. Visitors are discovering that Longmont offers something authentic and welcoming, and with the Longmont TID and intentional destination marketing, we can create more awareness about what Longmont has to offer,” Mark Aleman, Candlewood Suites, GM and LTID Board Director.
“By coming together to invest in tourism, Longmont is continuing its journey toward managed and intentional growth, increased visibility, and a more resilient local economy,” Leonard added.