DENVER (CBS4)– Gov. John Hickenlooper said the Colorado brand needs a makeover so everyone knows what amazing opportunities the state has to offer. He made his proposal at Tourism Day at the state Capitol on Tuesday.

Hickenlooper told state lawmakers on Tuesday about as plan to re-brand Colorado so the rest of the country and the world knows there is more to do here than ski and snowboard.

He would like the new brand to focus on all aspects including tourism, education, business and agriculture.

“Not just the ski resorts or even how the ski resorts function in the summer, but all the aspects of Colorado’s identity. How people see that identity, not just nationally and internationally but also in our own state,” said Hickenlooper.

Tourism leaders also discussed the industry’s importance to Colorado’s economy. Visitor spending in 2011 was up nine percent from the year before, totalling $16 billion.


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