Home/ Locations/ Ouray
$310
Avg. Nightly Rate
47%
Avg. Occupancy Rate
$3,900
Avg. Monthly Revenue
5-7%
Est. Cash-on-Cash ROI
HIGH
Seasonality
HEAVY
Regulatory Burden

* Market averages. Properties marketed by Cavmir typically exceed these figures by 25–45%. Data sourced from AirDNA, STR market reports, and Cavmir internal analytics.

The Market

Why Ouray is One of the World's Premier STR Markets

Ouray occupies the floor of a box canyon at about 7,800 feet, with the Uncompahgre Gorge below it and thirteen-thousand-foot peaks standing up on three sides so close that in midwinter the sun clears the ridge for only a few hours. The town was founded in 1876 as a mining camp and named for Chief Ouray of the Uncompahgre Ute. It got rich on silver and then on gold, and enough of the money stayed to build a main street of brick and stone that is still almost entirely intact, which is why the whole thing reads as a nineteenth-century town rather than a reconstruction of one. Hot water comes out of the ground here, and the town put a municipal pool on top of it. South out of town, US 550 climbs the Million Dollar Highway toward Red Mountain Pass with no guardrail and a long way down, which is either the best drive in Colorado or the worst, depending on the passenger. And in the gorge below Main Street, the town farms ice: pipes spray water down the canyon walls all winter to build climbing routes in what became the world's first public ice park. That is the market in one sentence. Ouray sells things that cannot be built anywhere else.

There are three separate governments regulating short-term rentals within a few miles of each other here, and confusing them is the most expensive mistake a buyer can make. The City of Ouray adopted a licence cap in 2021 set at 120 short-term rental licences, with new applicants going onto a waitlist once the cap is met. Unincorporated Ouray County runs an entirely separate regime under Ordinance No. 2024-01, which caps 50 Type 1 permits, 50 Type 2 permits and 25 Type 3 permits, with a possible 25 additional by resolution. The Town of Ridgway, ten miles north, has its own rules again. Then there is the tax, which is the part nobody warns you about. Inside the City of Ouray a short-term rental carries a 15% excise tax and a 3.5% lodging occupation tax, on top of 2.9% Colorado state sales tax and 2.55% Ouray County sales tax. Add those together and the number the guest sees at checkout is close to twenty-four points, which as far as we can tell is the heaviest stack of any market on this site. Separately, a 6% county lodging district tax took effect on 1 January 2026 for the unincorporated county, with the City of Ouray and the Town of Ridgway exempt because they levy their own. Verify all of it before you publish a rate.

Top Attractions & Landmarks

  • The Ouray Ice Park in the Uncompahgre Gorge below Main Street
  • Ouray Hot Springs Pool, fed by the springs the town grew around
  • Box Canyon Falls Park and the walkway into the gorge
  • The Million Dollar Highway over Red Mountain Pass to Silverton
  • The Perimeter Trail, a six-mile loop around the town
  • Yankee Boy Basin and the four-wheel-drive road to Imogene Pass
  • Main Street's intact nineteenth-century commercial district

Nearby Markets: Telluride  |  Durango  |  Crested Butte

Airbnb marketing services in Ouray, Colorado, USA
Postcards

Ouray through the lens

A few of the visual fingerprints we lean into when we shoot, brand and market a Ouray property — courtesy of the open Wikimedia Commons archive.

Uncompahgre peak — Ouray airbnb marketing
Local Color
Uncompahgre peak
Ouray Hot Springs Pool — Ouray airbnb marketing
Local Color
Ouray Hot Springs Pool
Beaumont Hotel Ouray Colorado — Ouray airbnb marketing
Local Color
Beaumont Hotel Ouray Colorado
Ouray CO — Ouray airbnb marketing
Local Color
Ouray CO
Why Cavmir

The Cavmir Advantage
in Ouray

Cavmir markets Ouray properties on the two seasons this town actually has, and the winter one is the opportunity. Summer sells itself: jeeps to Yankee Boy Basin, the Perimeter Trail, Box Canyon Falls, the drive to Silverton. Winter is where most owners give up, and that is exactly when Ouray does something no other town in Colorado does. The ice park draws climbers from around the world to a free, publicly accessible park in a gorge below Main Street, the Ice Festival runs in January, and those visitors book early, stay several nights, come in groups and return year after year. Almost no listing here is written for them. We write it. We also handle the tax conversation properly, because a guest comparing your nightly rate against a Telluride condo is going to meet a twenty-four point stack at checkout, and a booking flow that surprises them at the last screen loses the sale. Presenting the total honestly and early converts better than hiding it. We photograph the property with the canyon in it, write the arrival and parking honestly for a town where both are tight, build a direct booking site that can carry all of this, and keep the guest list that a market this seasonal depends on. We help position and market your property. We never manage it or touch your keys.

Branding for Ouray Airbnb
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Ouray Branding & Direction
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State of the Industry · History

The Ouray STR Market — Past & Present

Ouray was founded in 1876, the year Colorado became a state, after prospectors working up the Uncompahgre found silver in the canyon walls. It was named for Chief Ouray of the Uncompahgre Ute, who had negotiated with the federal government on behalf of his people and whose reward was to watch the treaty that bore those negotiations broken within a few years. The town grew fast in a space that had almost no room for it, which is why the street grid stops abruptly against cliff on three sides. Silver built the first fortune and the Sherman Silver Purchase Act's repeal in 1893 took most of it away. Gold saved the town: Thomas Walsh, an Irish immigrant, worked out that the waste rock at a played-out property up Canyon Creek was full of gold-bearing quartz, bought up the claims, and turned the Camp Bird Mine into one of the richest gold operations in Colorado. Walsh became enormously wealthy, moved to Washington, and his daughter Evalyn Walsh McLean later bought the Hope Diamond. The mining money is why Ouray's main street looks the way it does, built in brick and stone in the 1880s and 1890s and never subsequently rebuilt, because the town was too poor to modernise and then too smart to. The Beaumont Hotel opened in 1886. The hot springs, which the Ute had used long before anyone filed a claim, were eventually captured into a municipal pool. And in the 1990s a few climbers started spraying water down the gorge in winter to make ice, which turned into the first public ice park in the world.

Pricing Strategy & Seasonality

Pricing, Seasonality & When to Capture ROI

Pricing Strategy

Ouray has two demand seasons with completely different economics and most owners only price for one. Summer, roughly June through September, is the obvious peak: jeep tours to Yankee Boy Basin, the Perimeter Trail, Box Canyon Falls, the drive over Red Mountain Pass and the hot springs pool. Those weeks should be priced early and held, with firm minimum stays on holiday weekends. The second season is winter, and it belongs to the ice park. Climbers arrive from around the world for a free, publicly accessible park in the gorge below Main Street, they book several nights rather than two, they come in groups that fill a whole house, and they return annually with something close to religious regularity. The Ice Festival in January is the anchor. Rates in that market are set by group economics rather than by nightly comparison, and a house that sleeps eight with somewhere to dry gear and a garage for a rack of ropes is worth more than a smarter house without those things. The critical pricing consideration in Ouray, though, is the tax stack. With a 15% excise tax and a 3.5% lodging occupation tax on top of state and county sales tax, the guest sees close to twenty-four points added at checkout. Build that into how you display pricing rather than letting it appear at the last screen, because an unexpected quarter added to a total is an abandoned booking.

Seasonality & ROI Windows

Two peaks, two troughs. Summer from June through September is the strongest, with July and August at the top. Winter runs from roughly late December through February on the back of the ice park and the Ice Festival in January. April and May are mud season and genuinely quiet, and November into mid-December is the same. Altitude and canyon geometry are part of the operating picture: at nearly 7,800 feet in a box canyon, midwinter days get very little direct sun, and mountain passes including the Million Dollar Highway can close in storms, which cancels arrivals.

Regulation & Licensing · 2026

What the Law Requires in Ouray

Three governments regulate short-term rentals within a few miles of one another here and they do not share a rulebook. The City of Ouray adopted a cap in 2021 limiting the Community Development Department to 120 short-term rental licences, with applicants going onto a waitlist once the cap is met. Unincorporated Ouray County operates a wholly separate regime under Ordinance No. 2024-01, adopted by the Board of County Commissioners, which caps permits by type: 50 Type 1, 50 Type 2 and 25 Type 3, with a possible additional 25 by resolution. The Town of Ridgway, ten miles down the valley, has adopted its own regulations again. So the first question on any property here is not what the rules are, it is whose rules apply, and a Ouray postal address does not answer it. The tax position is where this market genuinely stands apart. Inside the City of Ouray, a short-term rental carries a 15% excise tax on top of a 3.5% lodging occupation tax, and the owner is also responsible for remitting 2.9% Colorado state sales tax and 2.55% Ouray County sales tax. Combined, that is close to twenty-four points added to a guest's bill, which we believe is the heaviest stack of any market on this site. Separately, a 6% Ouray County lodging district tax took effect on 1 January 2026 applying to the unincorporated county, with the City of Ouray and the Town of Ridgway exempt because they levy their own lodging taxes. Verify every one of these figures with the relevant authority before you publish a rate, because Colorado lodging taxation has been moving quickly.

Market-Specific Tips & Challenges

Local Tips & Unique Market Challenges

Tips That Actually Move Revenue in Ouray

Write for the climbers. Ouray's winter market is one of the most loyal and least contested guest groups in Colorado, and almost no listing here speaks to it. Say whether there is a garage or mudroom for wet gear, somewhere to hang ropes, a drying space, a place to sort racks that is not the dining table, and how far it is to walk to the ice park entrance. Those details decide the booking for a group that will come back for a decade. Second, deal with the tax openly. A guest comparing your nightly rate to a Telluride condo will hit close to a quarter added at checkout, and the cure is to present the total early and confidently rather than to hope they do not notice. Third, sell the canyon. Ouray is visually extraordinary and most listings photograph the kitchen. Get the cliffs in the frame. Fourth, be honest about winter sun: the canyon walls block a lot of it in December and January, and a guest expecting an alpine sun deck will be surprised. Fifth, mention the drive. The Million Dollar Highway is a genuine attraction and a genuine anxiety, and telling people what it is like, including that it closes in storms, positions you as someone who knows the place. Sixth, sell September. The aspens turn, the jeep roads are still open, the crowds have gone and rates typically drop before demand does.

Unique Ouray Challenges

The tax stack is the biggest single obstacle, and it is not something marketing can remove, only present well. The licence cap means entry into the city market is not simply a purchase decision. Mud seasons in spring and late autumn are close to empty and there is no fixing them. The canyon's geography limits parking, restricts building and puts many properties on steep access that is difficult in winter. Passes close in storms, which cancels arrivals with no notice. And the town is small enough that neighbour relations and code enforcement are personal rather than bureaucratic, which cuts both ways.

From a played-out mine to the Hope Diamond
Thomas Walsh arrived in Colorado from Ireland with very little and spent years failing at mining. In the 1890s, working around abandoned workings up Canyon Creek above Ouray, he noticed that the waste rock other miners had discarded was full of gold-bearing quartz. He quietly bought up the claims and developed them into the Camp Bird Mine, which became one of the richest gold mines in the state. Walsh moved to Washington and became rich enough to move in presidential circles. His daughter, Evalyn Walsh McLean, later purchased the Hope Diamond, wore it routinely, and let her dog wear it occasionally. The fortune behind one of the most famous gemstones in the world came out of a canyon above a Colorado town of a few hundred people, from rock that everyone else had thrown away.
Finance Essentials — Ouray
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Insurance

Ouray properties carry a specific set of exposures and a generic policy will miss most of them. Name short-term rental use explicitly and set liability limits with the guest profile in mind: this is a market where a meaningful share of visitors arrive to go ice climbing, four-wheeling on shelf roads and hiking above treeline, and while their activities are not your liability, their condition on arrival home sometimes becomes your problem. Snow load matters on roofs at this altitude and insurers ask about it. Freeze exposure is significant in a house that may sit empty through mud season, so read the vacancy conditions carefully. Wildfire risk applies here as everywhere in western Colorado and is assessed by location and defensible space. If the property has a hot tub, a steep external stair or a driveway that ices, get each confirmed as covered. And if you supply anything at all for guest use, from snowshoes to a jeep, ask about it specifically. A broker who writes San Juan mountain hospitality will know these questions already.

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Property & Income Tax

This is the heaviest tax stack on the site and owners need to understand it before they set a rate. Inside the City of Ouray, a short-term rental carries a 15% excise tax and a 3.5% lodging occupation tax levied by the city, plus 2.9% Colorado state sales tax and 2.55% Ouray County sales tax remitted by the owner. Added together, that is close to twenty-four percentage points on the guest's bill. In the unincorporated county a 6% lodging district tax took effect on 1 January 2026, from which the City of Ouray and the Town of Ridgway are exempt because they levy their own lodging taxes. Confirm exactly which of these a booking platform collects on your behalf and which you must file yourself, because the mix differs by tax and by platform and the liability for getting it wrong is yours. Practically, the right response is not to absorb the tax into a lower nightly rate, which simply destroys your margin, but to display the all-in figure early so the guest makes their decision with the real number. Ask your accountant about deductibility and about how the excise tax is treated in your books, since it behaves differently from a straightforward sales tax.

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Mortgages & Financing

Ouray is a small market with thin comparables, and that shapes the lending conversation more than anything else. Appraisers have limited recent sales to work from, particularly for the older Main Street-adjacent housing stock, so valuations can be slow and conservative. The licence cap adds a second complication: a lender considering short-term rental income needs confidence that the licence exists and will continue, and in a capped market with a waitlist that is a question worth documenting properly rather than asserting. Expect a larger deposit than for a comparable purchase in a deeper market. Older buildings at altitude bring their own survey issues around roofs, foundations on steep ground, heating systems and water lines. If you are looking at unincorporated county property instead, the questions change to well, septic, access and whether the road is maintained in winter, all of which lenders will ask about. Insurance cost is a meaningful input into affordability here. Use a mortgage broker who has closed in Ouray County specifically, because the ones who have will know which lenders will not consider it at all.

Future Outlook · 2027 & Beyond

Where Ouray is Headed Next

Ouray has chosen scarcity deliberately, and everything about the regulatory picture points the same direction. The city cap has been in place since 2021, the county built its own three-tier cap in 2024, and Colorado voters have continued approving new lodging taxes, with the county's 6% lodging district tax taking effect at the start of 2026. Nothing in that pattern suggests loosening. For an owner, the implications are clear enough. An existing licence is a scarce operating right and should be treated as an asset in its own right. The tax burden is unlikely to fall and should be built into the business model rather than hoped away. And because the town cannot physically expand, the supply of properties will not grow much regardless of what any council decides. The demand side is more comfortable. The ice park is unique, the Million Dollar Highway is not going anywhere, and the San Juans continue to draw people who are prepared to drive a long way to reach them. The right strategy in a market like this is to stop competing on nightly rate against a shrinking pool of legal operators and to build a direct relationship with the guests who come back every January for the same week of ice.

From the Desk of Sofie Sinag

Why We Love Marketing in Ouray

Ouray is at the bottom of a box canyon and there is genuinely nowhere for it to go. Cliffs stand up on three sides close enough that in December the sun clears the ridge for a few hours and then goes again, and the whole town sits in blue shadow with the lights on at three in the afternoon. Main Street is brick and stone from the 1880s and 1890s, almost completely intact, because the money left after the silver crash and nobody could afford to modernise it, and by the time anyone could afford to they had the sense not to. There is a hot springs pool in the middle of town where you can sit in steam at seven in the morning and watch the peaks turn pink. Box Canyon Falls comes down a slot so narrow you feel the noise in your chest. And in winter, in the gorge just below the main street, the town farms ice: pipes run along the canyon rim spraying water down the walls all season to build climbing routes, and the result is the first public ice park in the world, free to climb, with people flying in from Europe and Japan to use it. That is a genuinely strange and wonderful thing for a town of a few hundred people to have built. South out of town US 550 climbs the Million Dollar Highway toward Silverton with no guardrail and several hundred feet of air off the shoulder, which is either the finest drive in Colorado or an ordeal, and the disagreement is usually settled inside the same car.

Why It Matters

A great property in Ouray doesn't just want a listing — it wants a point of view, an audience, and a brand the city itself would recognise.

Cavmir's Ouray Cheat Sheet

The Picks We Recommend for Your Welcome Book

Eight things that shape a stay in a town squeezed into a box canyon, where three different governments and one very large tax bill are all in play.

The ice

Ouray Ice Park

The world's first public ice park, built by spraying water down the gorge walls all winter. Free to climb, and the anchor of the winter season.

The festival

January

The Ouray Ice Festival brings climbers from around the world and fills the town in the middle of a Colorado winter.

The tax

Close to 24 points

A 15% city excise tax and 3.5% lodging occupation tax, plus 2.9% state and 2.55% county sales tax. Show the total early.

The jurisdiction

Three rulebooks

City of Ouray, unincorporated Ouray County and the Town of Ridgway all regulate separately. A postal address does not tell you which applies.

The drive

Million Dollar Highway

US 550 over Red Mountain Pass to Silverton, no guardrails and a long drop. A genuine attraction and a genuine anxiety.

The water

Ouray Hot Springs Pool

A municipal pool fed by the springs the town was built around, and the reason a winter afternoon here works at all.

The loop

The Perimeter Trail

Six miles right around the town, up onto the canyon walls and back. The best way to understand the geography in an afternoon.

The sun

Or the lack of it

In midwinter the canyon walls block direct sun for most of the day. Guests expecting an alpine sun deck should be told in advance.

Local Work · Composite Case Vignettes

What Cavmir Has Done for Ouray Properties

The three examples below are composite and illustrative. They reflect patterns we see across capped, high-tax mountain markets rather than any single Ouray client, and no real business is described.

A house that closed for winter
The Brief

An owner shut the property from November to April on the assumption that nobody visits a Colorado box canyon in the snow, and carried the fixed costs through five empty months every year.

What We Did

We built a winter presentation aimed squarely at ice climbers: gear drying, a mudroom, rope storage, walking distance to the park entrance, and group-friendly sleeping arrangements, then marketed it ahead of the January festival.

The Result

Winter became a real season rather than a shutdown, filled with multi-night group bookings from a guest base that returns annually.

Abandoned bookings at checkout
The Brief

A well-presented property was getting strong enquiry volume and losing an unusual share of bookings at the final screen, where roughly a quarter appeared on top of the quoted nightly rate.

What We Did

We rebuilt the pricing presentation so the all-in figure appeared early and was explained plainly as the town's tax structure rather than a surprise fee, on both the listing and the direct site.

The Result

Conversion improved without any change to the underlying rate, because guests were making the decision against the real number from the start.

The wrong rulebook
The Brief

A buyer looking at a property with an Ouray postal address had planned around the city's licensing process, when the parcel was in fact in unincorporated Ouray County under an entirely different ordinance with different permit types and caps.

What We Did

The jurisdiction question was settled before any marketing plan was written, and the positioning was built around the permit type the property could actually hold.

The Result

The owner entered the market with the right permission and accurate expectations, rather than discovering the mismatch after committing to a purchase.

Market Intelligence · Seasonality

Airbnb seasonality in Ouray, month by month

Demand in Ouray peaks around July through August and runs quietest around April and November. Here is how the year actually books — and what to do about each stretch of the calendar.

Peak demandSteadyQuiet

Peak season

Two peaks with completely different guests. Summer from June through September is the jeep, hiking and hot springs season and the busiest. Winter from late December through February belongs to the ice park and brings multi-night group bookings from climbers. Both should be priced early, and the guest-facing total should be shown up front given the tax structure.

The shoulders

Early June and late September are the sweet spots. The aspens turn in the last week or two of September while the high roads are still open, which is the most under-priced window of the year. Both respond to email sent to past guests rather than to a rate cut.

The quiet stretch

April and May are mud season and November into mid-December is the same. Much of the town winds down. There is no rate strategy that fixes it, so take the maintenance window, reshoot in the other season and keep the calendar relaxed.

Dates that fill first

Ouray Ice FestivalJanuary
Brings climbers from around the world into the middle of a Colorado winter and anchors the entire off-season.
Ice climbing seasonlate December through February
Group bookings of several nights from a guest base that returns annually with remarkable consistency.
Aspen colourlate September
A short spectacular window while the high roads are still open, and consistently cheaper than it should be.
Summer jeep seasonJune through September
The high passes open and the four-wheel-drive roads to Yankee Boy Basin and Imogene fill the town.
Holiday weekendsthroughout summer
Every three-day weekend behaves like peak July and deserves firm minimum stays.
Market Intelligence · Guests

Who books Ouray Airbnbs — and how far ahead

Ice climbers
Winter groups booking several nights. They want gear drying, rope storage and a short walk to the park entrance, and they come back every year.
Summer jeep and hiking visitors
Here for the high passes and the basins. Parking for a vehicle with a rack and honest directions matter.
Hot springs and scenic drive travellers
Often older couples doing the San Juan Skyway. They want comfort, easy access and a walkable town.
Photographers and autumn colour travellers
Short-notice, small-group visitors chasing the aspens in late September when rates have already dropped.

The booking window

Summer books a few months ahead with holiday weekends going first. The Ice Festival and the January climbing weeks sell early and to returning guests. Autumn colour moves late because the turn depends on the season, which is exactly why it stays under-priced.

Typical stays

Summer is two and three nights with longer stays around holidays. Winter is longer, because climbing trips run several days and groups take whole houses. Mud season sees almost nothing, so annual performance depends on how hard you work the two real seasons.

Where guests drive from

DenverGrand JunctionAlbuquerqueColorado SpringsSalt Lake City

Where guests fly from

DallasHoustonPhoenixChicagoAtlanta
Most guests fly into Denver, Grand Junction or Montrose and drive, so the drive and fly markets overlap heavily. Montrose is the nearest airport and its seasonal service directly affects how easy this town is to reach.
Market Intelligence · What Wins

The Airbnb that wins in Ouray

Whole houses that sleep a group win in both seasons, for different reasons: summer families and winter climbing parties both want the same thing, which is bedrooms and somewhere to put equipment. Walkability to Main Street and the hot springs pool is worth a genuine premium in a town where parking is tight.

Amenities that move bookings here

gear drying and storage spacehot tubwalkable to Main Streetoff-street parkingfull kitchenwood or gas fireplacefast wifi
Write specifically for winter climbers. It is the least contested guest segment in Colorado and almost no listing in this town speaks to them directly.
Straight Answers

Ouray Airbnb marketing questions, answered

How do I market my Airbnb in Ouray?

Start with photography that shows what a guest actually gets here, then write the listing around a real itinerary rather than a feature list. Build a direct-booking site so returning guests can come back without going through a platform, and keep an email list segmented by season so you can reach last year's visitors before the calendar opens. Local search matters more than people expect in a market this size, because guests search the destination and the attraction rather than the word rental. A marketing agency layer handles the photography, the listing copy, the direct-booking site and the local SEO as one system instead of four disconnected jobs.

When is peak season for Ouray Airbnbs?

Two peaks. June through September is the summer season of jeep roads, hiking and hot springs. Late December through February belongs to the ice park and the January Ice Festival, which brings climbers from around the world. April, May, November and early December are mud season and genuinely quiet.

How far in advance do guests book Ouray Airbnbs?

Summer fills a few months ahead with holiday weekends going first, and the January climbing weeks sell early to returning guests who book the same dates each year. The late-September aspen window moves late because the turn depends on the season, which is a large part of why it stays cheap.

Where do most Ouray Airbnb guests come from?

Most visitors fly into Denver, Grand Junction or Montrose and then drive, so the drive and fly markets overlap. Denver, Albuquerque, Colorado Springs and Salt Lake City are all realistic drives. Montrose is the nearest airport and its seasonal service has a direct effect on how reachable the town feels.

What amenities matter most for a Ouray Airbnb?

Somewhere to dry and store gear is the amenity that wins the winter climbing market, and almost nobody offers it deliberately. A hot tub, a fireplace and off-street parking all convert. Being able to walk to Main Street and the hot springs pool is worth a real premium in a town where parking is genuinely tight.

Keep exploring

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Real registry data
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Nearby market
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Service
Calendar empty? Why listings stop booking
From the blog
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Free Tools · Websites That Book

See what your listing in Ouray is leaving on the table

Run your Airbnb, Vrbo, or website through Cavmir's free grader. It checks the things that decide whether guests book in Ouray — photos, listing copy, page speed, local search — and shows you where bookings leak. Takes about a minute, and there's no sales call attached.

If the report says your booking engine is the weak link, that's fixable: a direct-booking website of your own means repeat guests stop paying platform fees to come back to you. That's the work Cavmir does — see Airbnb website design in Ouray.

What the grader measures

  • ✓Photos and the first-impression frame
  • ✓Listing title and copy
  • ✓Your direct-booking website (or the lack of one)
  • ✓Page speed and mobile experience
  • ✓Local search and Google visibility
Grade My Listing — Free
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