In Brief: Denver recorded its highest-ever number of domestic visitors and tourism spending in 2025, with 37.6 million visitors and $10.5 billion in expenditures, according to data from Longwoods International, marking a 1.4% increase over the previous year and outpacing pre-pandemic levels.
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Denver Skyline Credit @captaincoloradophotography and Visit Denver
Tourism Growth and Economic Impact
Visit Denver, reported that in 2025, Denver welcomed 37.6 million domestic visitors, a 1.4% increase over 2024, according to Longwoods International’s annual visitor profile study. Tourism spending also reached a record $10.5 billion, surpassing previous highs. The growth in visitation and spending aligns with national trends.
The tourism sector supported 73,200 jobs in the Denver metropolitan area in 2025, based on data from Dean Runyan Associates. Tourism-generated state and local taxes provided significant fiscal benefits, with the industry estimated to have saved each Denver household nearly $1,850 in taxes last year.
Visitor Demographics and Spending
Of the total visitors, 20.1 million were overnight visitors, generating $8.7 billion in spending. Both figures represent slight increases over 2024. Overnight leisure visitors reached a record 17.9 million, marking a 3% increase from the previous year. This segment included 9.7 million “marketable” visitors, defined as those most responsive to marketing and advertising, which increased by 12% over 2024.
Day visitors accounted for 17.6 million trips and contributed an additional $1.7 billion in spending. Since 2019, total visitation to Denver has increased by 18%, and overnight visitor spending has risen by 46%.
Visitor Origins and Travel Patterns
The majority of leisure visitors (82%) came from out of state, a 7% increase over 2024. The top four states sending overnight visitors to Denver, excluding Colorado, were California, Texas, Illinois, and Florida. The top five cities outside Colorado were Los Angeles, New York, Dallas-Ft. Worth, Chicago, and Houston. All are targeted advertising markets for Visit Denver.
Denver International Airport played a significant role in visitor arrivals, with 42% of overnight visitors arriving by plane, compared to a national average of 28%. Overnight visitors spent an average of 2.8 nights in Denver, accounting for nearly 70% of their trip, with the remainder spent in other parts of Colorado.
Seasonal Distribution and Events
Overnight visitation to Denver was spread throughout the year: 22% in Q1, 27% in Q2, 28% in Q3, and 24% in Q4. The city’s event calendar contributed to consistent visitation, with major conventions, festivals, and sports events drawing visitors. Signature summer events included Outside Days, Denver PrideFest, and the Cherry Creek Arts Festival. Sports events such as Colorado Rockies games, the Colorado Rapids’ 30th anniversary season, and the Rugby Nations Cup also attracted attendees.
Denver’s arts and entertainment offerings included the 85th anniversary of Red Rocks Amphitheatre and various outdoor concert series. The History Colorado Center marked the state’s 150th anniversary with exhibitions featuring historical artifacts and documents.
Marketing and Return on Investment
A separate study by Longwoods International measured the impact of Visit Denver’s 2025 spring/summer advertising campaign. The campaign generated 3.6 million incremental trips, $1.6 billion in incremental spending, and $180 million in incremental state and local taxes, including nearly $134 million for Denver. The return on investment was calculated at $219 in incremental spending and $25 in incremental taxes for every $1 spent on advertising.
Tourism Infrastructure and Attractions
Denver’s tourism infrastructure includes walkable neighborhoods, dining options, and access to outdoor recreation. The city offers 5,000 acres of green spaces and proximity to the Rocky Mountains. Family-oriented attractions include the Denver Zoo Conservation Alliance, Denver Museum of Nature & Science, Downtown Aquarium, and Elitch Gardens. The city’s climate, with approximately 300 days of sunshine annually, supports a range of outdoor activities.
Conclusion
Denver’s tourism industry achieved record levels in 2025, with increases in both visitation and spending. The city’s combination of events, attractions, and marketing efforts contributed to its growth, while the sector continued to provide significant economic and fiscal benefits to the region.
