As Director of the Colorado Tourism Office since December 2015, Cathy Ritter leads a $20 million initiative to maximize the potential of tourism in a state that generated nearly $21 billion in economic impact and attracted about 85 million visitors during 2017. With the support of the statewide tourism industry, she initiated development of the Colorado Tourism Roadmap, a strategic plan identifying opportunities to build the state’s competitive edge while promoting sustainable tourism and inspiring travelers to try less-visited destinations. She also led an initiative last year to establish new Colorado travel regions, which are inspiring instant adoption. Cathy was named in March 2018 to serve on the Executive Committee of the U.S. Travel Association and was just elected vice chair of the National Council of State Tourism Directors by her peers. Previously, Cathy was Illinois’ third state travel director, serving from 1999 to 2003.