In 2024, Denver’s tourism sector celebrated remarkable achievements, continuing its impressive growth trajectory established in the previous year.
The city welcomed 37.1 million visitors, matching the high visitation figures of 2023, according to insights from Visit Denver, the official tourism marketing agency.
This steady stream of visitors reflects Denver’s enduring appeal to domestic travelers, even amidst a complex global tourism landscape and various economic hurdles.
The tourism spending in Denver reached an astonishing $10.3 billion, marking the biggest economic impact in the city’s tourism history.
This figure encompasses expenditures from both overnight and day visitors, underlining the fundamental role that tourism plays in Denver’s economic structure.
The impressive growth rate of this sector indicates that Denver has not only rebounded from the challenges posed by the COVID-19 pandemic but has also exceeded pre-pandemic expectations.
Notably, the number of marketable trips to Denver soared by 14% in 2024, reaching a total of 8.7 million visitors, a testament to the successful promotional strategies employed by Visit Denver.
Richard W. Scharf, President and CEO of Visit Denver, expressed his satisfaction with the steady tourism numbers, emphasizing that sustained growth following impressive figures from 2023 signifies the strength of Denver’s tourism offerings and effective marketing initiatives.
Employment within the tourism industry remains robust, with the sector providing approximately 73,500 jobs across the Denver metro area in 2024.
Additionally, tourism-related taxes contributed significantly to public finances, generating $19.1 million in state and local taxes, thus highlighting the economic weight of the tourism sector.
A closer look at the financial impact of Denver’s tourism unveils interesting spending patterns among visitors.
The overall $10.3 billion in tourism spending included $8.7 billion from overnight guests, while day visitors contributed another $1.7 billion to the city’s economy.
On average, overnight visitors spent $437 per person during their trips, a figure that marks an increase from the prior year.
Transportation spending totaled nearly $3 billion, reflecting the vital role of accessible transport in attracting visitors to the city.
In terms of accommodation, lodging expenses reached $2.5 billion, underscoring the critical importance of having a diverse range of accommodation options.
Moreover, visitors forked out $1.5 billion on dining, favoring locally-owned eateries in an investment in Denver’s vibrant culinary scene.
Retail expenditures also played a significant role, with $1 billion spent on shopping; notably, 57% of visitors opted to shop at local businesses, surpassing the national average of 48%.
In the sphere of recreational activities, sightseeing, and entertainment, visitors spent approximately $735 million, showcasing the diverse range of experiences that Denver offers—from the Denver Zoo to the iconic Red Rocks Park & Amphitheatre, and numerous museums and outdoor attractions.
The demographic data gathered in a 2024 study from Longwoods International further illustrates the attractiveness of Denver as a year-round destination.
The study reveals that 80% of overnight visitors were repeat travelers, underscoring the city’s capacity to cultivate returning guests.
The visitor profile indicates that the top five U.S. states contributing to visitation were Texas, California, Florida, Arizona, and Colorado, aligning with Visit Denver’s targeted marketing campaigns.
Internationally, the leading cities sending tourists to Denver included Los Angeles, New York, Dallas-Fort Worth, Phoenix, and Chicago, all critical markets identified for advertising efforts by Visit Denver.
Denver’s unique charm lies in its ability to fuse urban living with exciting outdoor adventures, appealing to a diverse range of travelers.
As Amir Eylon, President and CEO of Longwoods International, articulated, Denver’s positioning as a destination that offers “the best of both worlds” continues to resonate well with visitors seeking unique and unforgettable vacation experiences.
The city’s role as a gateway to Colorado’s Rocky Mountains is particularly appealing, providing tourists access to premiere skiing, hiking, and mountain activities, while the urban core delivers a plethora of cultural, culinary, and entertainment options that are both vibrant and diverse.
This combination makes Denver an ideal destination for various segments, including families in search of outdoor adventures and business travelers attending events and conferences in the bustling downtown area.
Visitor traffic throughout the year reveals a consistent demand for Denver’s offerings, with visitor distribution showcasing a balanced spread.
The breakdown for 2024 revealed: 22% of visitors in the first quarter, 26% in the second quarter, 28% in the third quarter—the peak summer months—and 23% in the fourth quarter, demonstrating the city’s ability to attract tourists even during off-peak times.
Denver International Airport (DEN) emerged as a crucial player in supporting and fostering this growth in tourism.
With 36% of overnight visitors arriving by airplane, the airport’s significance in enhancing Denver’s tourism appeal is evident, especially as it far exceeds the national average of 24%.
Throughout 2024, DEN maintained its pivotal role, facilitating a high volume of both domestic and international flights, enabling travelers to access Denver from various locations across the globe.
The airport serves as a significant entry point for tourists, many of whom spend an average of 2.7 nights in Denver before exploring other beautiful regions of Colorado.
Strategic advertising initiatives coupled with infrastructure investment have further bolstered Denver’s tourism sector.
A Return on Investment (ROI) analysis from Longwoods International indicated that Visit Denver’s targeted advertising campaign during the 2024 spring and summer seasons was instrumental in generating: 3 million incremental trips, $1.3 billion in additional spending, and $143 million in incremental state and local taxes, with over $106 million accruing to Denver.
This data highlights the effectiveness of Denver’s marketing strategies, which translated into increased visitation numbers and significant economic benefits for the city.
For every dollar invested in advertising, Denver experienced an impressive ROI of $217 in incremental spending and $24 in incremental tax revenues.
Looking ahead, the prospects for Denver’s tourism sector remain bright and promising.
With the ongoing development of new hotels, sports complexes, and tourism attractions, the city is positioning itself to sustain its growth trajectory in the coming years.
The continued expansion of Denver International Airport will also play a vital role in preserving Denver’s status as a top U.S. tourist destination.
As Denver proactively embraces sustainable tourism practices, enhances its rich cultural features, and improves tourism infrastructure, it is set to lure a wide variety of travelers for years to come.
Visit Denver’s mission is clear: to maintain this momentum by promoting the city as a year-round destination suitable for all types of visitors.
In conclusion, Denver’s tourism sector in 2024 has demonstrated remarkable resilience, with continued growth despite global challenges.
With strategic marketing, infrastructure investments, and collaborative community efforts, Denver stands ready to thrive as a key destination for tourism.
The city’s unique combination of urban culture and outdoor adventure positions it as a prime choice for visitors seeking a diverse array of experiences.
With exciting new developments on the horizon, it’s clear that Denver’s tourism industry is well-equipped to maintain its upward momentum and remain one of the leading travel destinations in the United States.
image source from：travelandtourworld
