In an unprecedented surge, Denver’s tourism sector reached new heights in 2023, welcoming 37.4 million domestic visitors, marking a 3% increase over the previous year. This remarkable growth underscores Denver’s appeal as a premier destination, blending urban allure with easy access to outdoor adventures.

According to VISIT DENVER, the city’s official tourism sales and marketing agency, these visitors generated an impressive $10.3 billion in tourism revenue, outstripping last year’s record of $9.4 billion by nearly 10%. “Tourism is vital to the Denver economy, and we are pleased to see our momentum continue in 2023, especially after the dramatic growth we saw in 2022,” stated Richard W. Scharf, President and CEO of VISIT DENVER. Scharf highlighted the pivotal role of small and locally owned businesses in this success, supporting almost 66,000 jobs across the metro area in 2023.

Dramatic Rise in Overnight Visitors and Spending

The data from the Longwoods International annual visitor profile study revealed that Denver saw 20.5 million overnight visitors, a 3% rise from 2022. These visitors spent $8.8 billion, a 10% increase compared to the previous year. Notably, overnight leisure visitors surged 5% to a record 17.5 million.

Amir Eylon, President and CEO of Longwoods International, remarked, “The 2023 study shows that travel trends both in terms of visitor numbers and spending are returning to levels more in line with 2019.” He emphasized that Denver’s unique combination of urban and outdoor experiences contributed to its higher growth than other destinations.

Year-Round Destination Appeal

Denver’s appeal as a year-round destination was evident, with visitor numbers spread evenly throughout the year. The city saw 23% of visitors in Q1, 25% in Q2, 28% in Q3, and 24% in Q4. This consistent flow underscores the city’s diverse attractions and robust tourism infrastructure.

The study also highlighted Denver International Airport’s crucial role, with 40% of overnight visitors arriving by plane, almost double the national average of 24%. This connectivity not only boosts Denver’s tourism but also serves as a gateway to the rest of Colorado, with visitors spending an average of 1.3 nights in other parts of the state.

Economic Impact and Spending Breakdown

The economic impact of tourism in Denver is substantial. Overnight visitors spent an average of $427 per person per trip. Transportation within the city reached nearly $3 billion, a 10.7% increase from 2022, while lodging expenditures climbed to $2.5 billion, up 9.1%. Spending on food and beverages soared to nearly $1.5 billion, a 9.7% rise, with retail purchases totalling just over $1 billion, marking a 7.8% increase. Recreation, sightseeing, and entertainment spending grew by 9.3%, reaching $749 million.

Top Sources of Visitors and Popular Attractions

Outside Colorado, California, Texas, Kansas, and Florida were the top states contributing to Denver’s overnight tourism. The leading cities sending visitors were Los Angeles, Albuquerque/Santa Fe, New York City, Dallas-Ft. Worth and Houston are all critical markets for VISIT DENVER’s advertising efforts.

Visitors visited Denver’s top attractions, including shopping and entertainment hubs like the Cherry Creek area, 16th Street Mall, and the Lower Downtown Historic District. Cultural venues such as Red Rocks Park & Amphitheatre, the Denver Performing Arts Complex, and the Denver Art Museum drew significant crowds. Family-friendly sites like the Denver Zoo, Children’s Museum, and Downtown Aquarium were among the top paid attractions.

Sports events were another major draw, with the Denver Broncos, Colorado Rockies, Denver Nuggets, Colorado Mammoth, and Colorado Avalanche attracting fans nationwide.

Conclusion

Denver’s record-breaking tourism performance in 2023 underscores its enduring appeal and robust economic impact. With strategic marketing and diverse attractions, the city is poised to sustain this growth trajectory, continuing to enchant visitors with its unique blend of urban charm and natural beauty.

Written by: Jason Smith

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