Denver’s tourism industry will continue to see strong growth in 2023 – Image by Alex Mertz on Unsplash
Visitor numbers and spending continued to grow, with revenue reaching $10.3 billion and domestic visitation reaching 37.4 million.
Today, VISIT DENVER, the City of Denver’s official tourism sales and marketing agency, announced that Denver will welcome a record 37.4 million domestic tourists in 2023, a 3% increase over the previous record set in 2022. This record number of visitors spent more money than ever in Denver, generating $10.3 billion in tourism revenue, nearly 10% above last year’s record amount of $9.4 billion.
“Tourism is vital to Denver’s economy and we are pleased to see continued momentum in 2023 after experiencing dramatic growth in 2022,” said Richard W. Scharf, president and CEO of VISIT DENVER. “Denver’s tourism businesses, many of which are small and locally owned, rely on these visitors to drive their success and help us continue to employ approximately 66,000 people across the metro area in 2023 and generate millions of dollars in state and local taxes.” (Job numbers source: Dean Runyan Associates 2023 Travel Economic Impact Study)
Overnight visitation was 20.5 million, up 3% from 2022, and spending was $8.8 billion, up 10% from 2018. Overnight leisure visitors led the growth, increasing 5% year-over-year to a record high of 17.5 million.
Longwoods International provided Denver visitor data through its annual Visitor Profile Survey, which it has conducted in Denver since 1994. Top tourist destinations around the country and world rely on Longwoods research and peer-reviewed methodologies to provide standardized visitor tracking tools.
“The 2023 survey indicates that travel trends, both in terms of visitation and spending, are returning to levels closer to 2019,” said Amir Eilon, president and CEO of Longwoods International. “When compared to other destinations, Denver is experiencing relatively high growth, suggesting it is benefiting from its unique position of offering visitors both a popular urban experience and easy access to outdoor activities.”
The study confirmed that Denver is a year-round tourist destination, with overnight stays evenly distributed throughout the year, with slight increases during the warmer months. Denver saw 23% more visitors in the first quarter, 25% in the second quarter, 28% in the third quarter, and 24% in the fourth quarter.
Additionally, the data shows how important Denver International Airport and its air services are to continuing Denver’s positive tourism trends. In 2023, 40% of overnight guests to Denver will arrive by air, nearly double the national average of 24%. With overnight guests to Denver spending an average of 1.3 nights, or 32% of their trip, in other parts of the Centennial State, the airport and Colorado Tourism’s VISIT DENVER partners are key to establishing Denver as both a destination and a gateway to the rest of the state.
Key data for 2023
Denver will welcome a total of 37.4 million visitors in 2023, of which 20.5 million were overnight guests and 16 million were day visitors. Overnight leisure visitors totaled 17.5 million in 2023, up 5% from 2022. Denver visitors will spend $10.3 billion in 2023, of which $8.8 billion was spent by overnight guests and $1.6 billion was spent by day visitors. Total spending increased nearly 10% from 2022. Overnight guest spending averaged $427 per person per trip, up year-over-year in each category tracked. In-destination transportation spending reached nearly $3 billion, up 10.7% from 2022. Lodging spending reached $2.5 billion, up 9.1%. Restaurant food and beverage spending reached nearly $1.5 billion, up 9.7%. Retail purchases totaled more than $1 billion, up 7.8%. Recreation, tourism and entertainment totaled $749 million, up 9.3 percent.
The top four states outside Colorado that will be the starting point for overnight trips to Denver in 2023 are:
California Texas Kansas Florida
The top five cities sending overnight tourists to Denver from outside Colorado in 2023 are:
Los Angeles Albuquerque/Santa Fe (New Mexico) New York Dallas-Fort Worth Houston
*All are VISIT DENVER advertising markets
The most popular tourist attractions for visitors to Denver include a variety of attractions throughout the area.
Shopping and Entertainment:
Cherry Creek District (shopping center and neighborhoods)
16th Street Mall
“LoDo” Downtown Lower Historic District
Denver Pavilions
Colorado Mills
Arts and Performing Arts:
Red Rocks Park and Amphitheater
Arts District/Art Gallery District
Denver Performing Arts Complex
Paid museums and attractions:
Denver Zoo
Children’s Museum of Denver
Downtown Aquarium
Colorado State Capitol
Denver Botanic Gardens
Denver Museum of Nature and Science/Infinity Theater
Coors Brewery
Meow Wolf
Denver Art Museum
Sporting Events and Activities:
denver broncos football
Colorado Rockies Baseball
Denver Nuggets Basketball
Colorado Mammoth Lacrosse
Colorado Avalanche Hockey
Unless otherwise noted, all data is taken from the Longwoods International 2023 Annual Visitor Profile Survey.
