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Denver Skyline. Credit: Captain Colorado Photography
In 2024, Denver’s tourism industry successfully matched the high performance of the previous year, maintaining a steady influx of visitors and significant spending. According to Visit Denver, the city’s official tourism marketing agency, the city welcomed 37.1 million domestic visitors and saw $10.3 billion in tourism-related expenditures.
Visitor Statistics and Economic Impact Denver continued to attract many visitors in 2024, with 37.1 million domestic tourists, matching the record numbers from 2023. The city saw a notable increase in marketable trips, which Visit Denver specifically targets. These trips rose 14% to 8.7 million, the highest recorded ever. Overnight visitors, who play a crucial role in tourism spending, remained strong at 19.8 million, contributing $8.7 billion to the local economy.
The tourism sector bolstered Denver’s economy through visitor spending and supported substantial employment. According to a study by Dean Runyan Associates, the industry supported 73,500 jobs across the metro area in 2024.
Economic Contributions and Visitor Spending The average expenditure by overnight visitors was $437 per person per trip, with significant spending across various sectors: – Transportation within Denver nearly reached $3 billion. – Lodging expenses were close to $2.5 billion. – Spending on food and beverages in restaurants approached $1.5 billion. – Retail purchases surpassed $1 billion, with a notable preference for locally-owned businesses. – Recreation, sightseeing, and entertainment expenditures totaled $735 million.
Key Markets and Travel Patterns The majority of overnight trips originated from four key U.S. states: Texas, California, Florida, and Arizona. The top cities visiting Denver included Los Angeles, New York, Dallas-Fort Worth. Worth, Phoenix, and Chicago. Denver International Airport played a pivotal role, with 36% of overnight visitors arriving by plane, highlighting its importance in facilitating tourist arrivals.
Attractions and Seasonal Trends Denver’s appeal as a year-round destination was evident, with overnight visitation evenly spread throughout the year. The city’s top attractions varied from shopping centers and historic districts to arts venues and sports events catering to diverse interests.
Advertising Impact and Future Outlook A Return on Investment (ROI) study from Longwoods International highlighted the effectiveness of Visit Denver’s advertising campaigns. The 2024 spring/summer campaign generated 3 million incremental trips and $1.3 billion in incremental spending. Looking ahead, Visit Denver plans to continue monitoring international travel trends, particularly from Canada, and adapt its strategies to maintain its tourism success.
