When fewer visitors come, everything from employee paychecks to valley-wide bus service declines. Tourism isn’t a luxury for us here in the central Rockies; it’s our economic foundation. It supports local businesses, funds public services through taxes, and sustains jobs while shaping the character of our community. Sales tax drives our local services, and sales tax is dependent on visitor spending.

Because of this, it’s easy to see our guests as a quick revenue source. After all, they don’t vote here. But higher taxes can be short-sighted, risking the industry that keeps us thriving. Not all taxes are bad, and collaboration between government and industry is crucial.

Economic pressure is rising nationwide. Consumer confidence is down. Interest rates squeeze budgets. Discretionary spending is shrinking. For many, vacations (especially ski trips and mountain vacations) are less frequent or replaced by cheaper alternatives.

In this context, deciding when and if to raise fees and taxes becomes crucial. Local governments need to work with industry, listen to feedback, and create collaborative and meaningful programs that balance community priorities with long-term competitiveness.

Everyone can agree that Eagle County must remain competitive. Tourism is an elastic market, and we’re not the only destination with beautiful mountains. Visitors are savvy. They compare costs between Aspen, Park City, Summit County, Telluride, Whistler, and Jackson Hole. If we become known as overpriced or inconsistent in the application of taxes, they’ll go elsewhere. We’ve seen this in some of our peer destinations.

Guests care about the total cost. And when the total gets too high, they simply don’t book. Tax increases hit more than just property owners. It affects restaurants, activity providers, retail shops, and transportation providers. Fewer bookings mean less economic activity and fewer jobs - a ripple effect across the entire community. It is vital that local governments actively engage industry stakeholders to best determine how to address community goals rather than increasing fees or banning products.

Supporters of tax increases consistently argue that we need more revenue for public projects. That may very well be true, and taxes might be the best way (and only realistic way) to pay for them. But the process matters, collaboration matters, and how we reach the determination of the best funding source matters. We must first focus on using existing resources more efficiently, prioritizing wisely, and working within our current means.

Voters have a strong track record of supporting well-reasoned tax measures. We’ve invested in open space, housing, transportation, and education when the need was clear, and the proposal made sense. New taxes must be timely, strategic, and equitable. Core Transit remains a best-in-class case study of collaboration and the process of government working with the private sector to build something new, impactful, and supported by both the private sector and a majority of voters.

We should also continue to focus on growing our visitor economy the right way by extending stays, encouraging off-peak travel, and improving the guest experience to drive more sales tax collections. We should strengthen our partnerships with the business community and local stakeholders and work together to develop funding strategies to address much-needed community solutions. We should avoid banning products or increasing fees on things we “don’t like”.

Tourism has brought tremendous prosperity to our valley. Strong collaboration between the public and private sectors drives sustainable economic growth, fosters innovation, and ensures that community needs are effectively met. Let’s be sure to never take collaboration for granted. Let’s protect it and help it thrive, especially in uncertain times, by embracing the process and ensuring we remain focused on working with the private sector to ensure better outcomes.

Chris Romer is president & CEO of Vail Valley Partnership, 3-time national chamber of the year. Learn more at VailValleyPartnership.com