Aspen Chamber Resort Association Announces 2025 Resident Study Findings

Report Reveals Resident Sentiment on Tourism Benefits and Areas for Improvement

ASPEN, Colo. (May 27, 2025) – Today the Aspen Chamber Resort Association (ACRA) shared the results of its most recent resident sentiment study. The survey, conducted this past winter, collected data and insights as well as opportunities and challenges from Aspen’s community members regarding their sentiment and perceptions of the tourism industry and its impact. 

Key findings include:

• Half of respondents (50%) reported an improvement in their overall quality of life compared to a year ago – an increase of 11.5 points from the previous study. However, perceived quality of life among non-resident workers decreased compared to the previous study.
• Residents continue to view tourism’s employment and economic impacts more positively than personal and community impacts. While more than half of respondents agree that tourists contribute to the success of their business or workplace, a majority believe Aspen is overly dependent on tourism.
• Agreement that tourism contributes to and supports community amenities, events, and environmental improvement projects has decreased compared to the previous study.
• Awareness of ACRA’s responsible tourism initiatives and the Aspen Destination Management Plan (ADMP) remains robust and has increased since the previous study.
• Four in ten tourism workers or business owners report high satisfaction levels with their industry employment experience.

"This study provides valuable insights into the evolving perspectives of Aspen residents and non-resident workers on tourism's role in our community," says Eliza Voss, ACRA Vice President of Destination Marketing. "While we see positive trends in overall quality of life and appreciation for tourism's economic contributions, the decrease in positive sentiment regarding personal and community impacts, particularly among non-resident workers, requires continued work in these areas and underscores the need to focus on transportation solutions. We are committed to building on the positive momentum with our emphasis on responsible tourism and addressing the concerns raised by residents, and working collaboratively to ensure that Aspen remains a vibrant place to live, work, and play.”

Future Partners implemented an online survey of Aspen area residents and workers distributed to respondents sourced from ACRA and its partners’ owned audiences. The final report presents data from 1,120 completed surveys gathered from Jan. 27, 2025, through March 14, 2025. Respondents were all 18 years or older and live, work, and/or own a second home in the Aspen area. 

The resident sentiment study and its findings are a key component of the Aspen Destination Management Plan (ADMP). The ADMP aims to enhance resiliency in the community while protecting the quality of life for Aspen residents and preserve the very reason people enjoy coming to Aspen. The three pillars identified by the plan are address visitor pressure, enhance the Aspen experience, and preserve small-town character. 

The executive report is available on aspenchamber.org. 

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Media Contact:

Jessie Vandenhouten, Backbone

[email protected] 

About ACRA

Aspen Chamber Resort Association (ACRA) is a non-profit organization dedicated to supporting Aspen’s business community and enhancing the visitor experience. ACRA is a unique blend of a traditional chamber of commerce and a visitors' and convention bureau made up of approximately 750+ local businesses, a strong, diverse board of directors, and a dedicated staff.  ACRA’s four departments which support the Aspen business community are Destination Marketing and Group Sales, Membership, Special Events, and Visitor Services. For more information visit www.aspenchamber.org or call 970-925-1940.