Breckenridge Tourism Office is bracing now for a lean summer.
At its annual summer preview this morning, BTO director Lucy Kay and her team shared bleak numbers from local and international firms.
- – Down 11%… summer lodging and short-term rentals in Summit (Key Data)
- – Down 17%… consumer confidence since November (Conference Board)
- – Down 13%… consumer sentiment through September (University of Michigan)
“It’s across all segments,” Kay said. “It’s across all ages, all incomes, all levels of wealth. It’s not surprising.”
Maybe the most damning figure came from international travel watchdog Tourism Economics, showing travel into the U.S. will sink 9% this summer. That same group predicted a return to pre-COVID tourism just a few months ago.
“That is political as well as economic,” Kay said of the international data. “That swing represents $18 billion in 2025. It’s that big.”
In the audience today were hotel managers, coffee shop owners, tour guide operators, and town officials from across the county. Questions were rare and shied away from how much Breck might lose this summer, instead focusing on a rumored “Main Street carnival” for Independence Day. (Yes, it’s happening, and it’s made to keep people in town after the morning parade.)
This is when Kay stepped in to remind the group that Breck has a history of soaring, or at least swimming, when other destinations are sinking.
“Breckenridge historically weathers these economic storms better than most,” Kay said. “We’re accessible, we have a wide range of options, whether it’s lodging, whether it’s activities, and our fly-drive market is about 50-50. Even a lot of the fly market (here) can drive if prices get too crazy or flights are canceled.”
Kay then gave a pep talk on resilience in 2020 and 2008, when most Americans could hardly afford a road trip. Even this worked out for Breck.
“Think about how we came through COVID, how we came through the 2008 Recession,” she said. “Breckenridge bounces well. We have a lot of tools, a very committed community, and a very competitive business community that will compete to win the business.”