Sarah Leonard appointed CEO of Visit Estes Park

ESTES PARK, COLO. – Visit Estes Park has announced that Sarah Leonard will assume the role of Chief Executive Officer on December 1, 2025, following a nationwide search for a leader who can drive sustainable tourism and strengthen community engagement in one of Colorado’s most visited destinations.

Leonard brings more than two decades of experience across tourism strategy, destination development and nonprofit leadership. Her background includes senior roles with Arizona State Parks and more than ten years with the Alaska Travel Industry Association, where she served as President and CEO. Most recently, she led Visit Longmont, guiding the organization’s strategic growth and helping establish a Tourism Improvement District to support local economic development.

“After conducting an extensive nationwide search, the board was thrilled to select Sarah for this critical leadership role,” said Sean Jurgens, chair of the Visit Estes Park Board of Directors. “Her strategic approach to sustainable tourism, community engagement, marketing, and destination stewardship made her the perfect candidate. She brings a proven record of strong leadership, community collaboration, and a deep passion for tourism advocacy. She is going to be an incredible asset to our community.”

“I’m honored to join the talented VEP team, its dedicated board, and this vibrant community to promote one of Colorado’s most inspiring destinations,” Leonard said. “The opportunity to lead an organization at the heart of the community’s economic vitality and set within such an iconic setting near Rocky Mountain National Park, is truly exciting. I look forward to listening, learning, and working collaboratively to foster sustainable growth and a strong sense of place.”

“We are delighted to welcome Sarah as VEP’s new CEO. She brings a remarkable wealth of knowledge and experience from across the travel and tourism industry, particularly in sustainability, government relations, brand stewardship, and destination marketing and management. Her strategic, visionary, and humble leadership makes her the ideal individual to guide VEP to even greater heights,” said Estes Park Mayor Gary Hall.

Tourism remains a major economic engine for the Estes Park Local Marketing District. In 2024, the sector generated more than USD 510 million in direct visitor spending, USD 29 million in local tax revenue and supported over 3,400 jobs. Industry-driven revenue helps fund community services, workforce housing and childcare initiatives.

Leonard’s appointment underscores Visit Estes Park’s commitment to balancing destination appeal with long-term community resilience—an increasingly important priority for U.S. mountain destinations adapting to visitor growth and sustainability expectations.

Her leadership begins as the organization continues to position Estes Park as a responsible, vibrant gateway to Rocky Mountain National Park, supporting travel trade partners with strengthened product offerings and an enhanced visitor experience.

The article Sarah Leonard appointed CEO of Visit Estes Park first appeared in TravelDailyNews International.

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