The Tourism and Prosperity Partnership, formerly known as the Gunnison-Crested Butte Tourism Association, was established in 2002 by a vote of Gunnison County residents to create a Local Marketing District dedicated to promoting the Gunnison Valley. Funded through a voter-approved lodging tax, the organization has led strategic, year-round marketing efforts to position the valley as a premier destination while strengthening the local economy.

Guided by a vision to enhance community prosperity through strategic tourism initiatives and diversified economic growth, TAPP leverages marketing district and grant funding to expand lodging revenues, support airline service, and foster sustainable outdoor recreation. In collaboration with the Sustainable Tourism and Outdoor Recreation Committee, local trail organizations, and land managers, TAPP promotes responsible visitation and stewardship. Through its economic development initiatives, including oversight of the ICELab at Western Colorado University, business recruitment, and entrepreneurial programs, TAPP advances innovation, creates high-quality jobs, and strengthens long-term economic vitality across Gunnison County.