DENVER (KDVR) — The Denver Tourism Board’s latest tourism survey shows people visiting the Mile High City are spending more money than ever before.
A report released Monday said 37.4 million domestic tourists visited Denver, up 3% from the city’s previous tourism record of 2022. The Denver Tourism Bureau said that number of visitors generated $10.3 billion in tourism revenue, nearly 10% above last year’s record of $9.4 billion.
“This means people can stay in business, contribute to their local economies, employ tens of thousands of people across the metro area and generate significant tax revenue for the city and state,” said Justin Bressler, executive vice president and chief marketing officer for the Denver Tourism Bureau.
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Domestic tourism in Denver included 20.5 million overnight guests and 16 million day visitors. Of the $9.4 billion in tourism receipts, $8.8 billion came from overnight guests and $1.6 billion came from day visitors.
Denver visitation returns to pre-pandemic levels
According to the survey, the top places that bring out-of-state tourists to Denver are:
California Texas Kansas Florida
Here are the top five cities that send tourists to Colorado:
Los Angeles Albuquerque/Santa Fe, New Mexico New York Dallas Fort Worth Houston
The Denver Tourism Bureau said the cities are areas in which it advertises.
According to the report, guests still spent during their 2023 visits, spending an average of $427 per person per trip, with year-over-year increases in every category tracked, including:
Transportation: Approximately $3 billion spent within the destination. Lodging: $2.5 billion. Restaurant food and beverage: Approximately $1.5 billion. Retail purchases: Over $1 billion. Recreation, tourism, and entertainment: $749 million. WWE hosts NXT No Mercy and Monday Night Raw in Denver.
The study found that overnight visitors will be 20.5 million, up 3% from 2022. These visitors will generate spending of $8.8 billion, up 10% from 2022. Overnight leisure visitors will lead the growth, up 5% from 2023 to a record high of 17.5 million.
“Tourism is vital to Denver’s economy, and we’re pleased to see that momentum continue into 2023, especially after the dramatic growth we saw in 2022,” Richard W. Scharf, president and CEO of the Denver Tourism Bureau, said in the release.
Denver’s downtown skyline with the Flatirons and Long’s Peak in the background (Getty Images)
One-third of tourists use Denver as a gateway to the Rocky Mountains.
The Denver Tourism Bureau reported that overnight travel was down 15.8% in 2020 during the pandemic, but has since risen above pre-pandemic rates. Day trip rates also surpassed pre-COVID-19 figures.
“Denver’s tourism businesses, many of which are small and locally owned, rely on these visitors to drive their success, helping to employ approximately 66,000 people across the metro area in 2023 and generating millions of dollars in state and local taxes,” Scharf said in a Denver Tourism Bureau release, citing a Dean Runyan Associates study titled “The Economic Impact of Tourism 2023.”
The most popular tourist attractions in Denver fall into several categories: shopping and entertainment, arts and performances, and paid museums and attractions. Popular attractions in these categories include:
Cherry Creek Shopping Center and Neighborhood 16th Street Mall Red Rocks Park and Amphitheatre Arts District/Art Gallery District Denver Zoo Conservation Alliance Denver Children’s Museum
The most popular sporting events and activities for visitors from far and wide are:
The tourism bureau noted that about a third of visitors to the Mile High City also spend time and money in other parts of the state, mostly in the high country: The study found that overnight visitors from Denver spend an average of 1.3 nights, or 32% of their trip, in other parts of the state.
The study also found that Denver International Airport is “critically important” to continuing Denver’s tourism trends: Last year, 40 percent of Denver’s overnight visitors arrived by plane, compared with the national average of 24 percent.
Amir Eilon, president and CEO of Longwoods International, which conducts the annual tourism survey, said the survey shows travel trends and spending are returning to 2019 levels.
“Compared to other destinations, Denver has experienced relatively high growth rates, suggesting it is benefiting from its unique location that offers visitors both a popular urban experience and easy access to outdoor activities,” Aylon said in a statement.
Peña Boulevard reduced to one lane for more than a week
“Denver is a year-round tourist destination, with overnight visitation evenly distributed throughout the year, with slight increases during warmer months,” according to a city-funded study. Denver reported that tourism will increase by 23% in the first quarter of 2023, 25% in the second quarter, 28% in the third quarter and 24% in the fourth quarter.
