The city of Denver maintained its record-setting momentum in 2024, welcoming 37.1 million domestic visitors and generating an impressive $10.3 billion in tourism spending, according to data released by Visit Denver—the city’s official tourism and marketing agency.
After a landmark year in 2023, the Mile High City continued to captivate travelers with its blend of urban sophistication and outdoor adventure, holding steady in a competitive and economically challenging environment. The number of overnight leisure visitors reached 17.4 million, while “marketable” trips—those targeted through promotional campaigns—surged 14% to an all-time high of 8.7 million.
“Tourism remains a pillar of our economy, and matching the performance of 2023 is a true testament to Denver’s enduring appeal,” said Richard W. Scharf, President and CEO of Visit Denver. “We’re not only drawing more visitors but also seeing their trips translate into job creation and meaningful tax revenue for the city.”
Economic Impact and Job Creation
Tourism in Denver supported approximately 73,500 jobs in the metro area in 2024, with key sectors such as lodging, dining, transportation, and entertainment benefitting directly. According to the Dean Runyan Associates 2024 Economic Impact of Travel Study, visitor spending also generated millions in local and state taxes, vital for infrastructure and community services.
Breakdown of the $10.3 billion in tourism spending:
- $8.7 billion from overnight visitors
- $1.7 billion from day visitors
Spending per overnight visitor averaged $437 per trip, a notable increase from the previous year.
Key spending categories:
- Transportation: $3 billion
- Lodging: $2.5 billion
- Food & Beverage: $1.5 billion
- Retail: $1 billion (with 57% shopping locally)
- Recreation & Entertainment: $735 million
Visitor Trends and Seasonality
Data from Longwoods International’s 2024 annual visitor profile study confirmed that Denver continues to thrive as a year-round destination, with visitation spread fairly evenly across all quarters:
- Q1: 22%
- Q2: 26%
- Q3: 28%
- Q4: 23%
More than 80% of overnight visitors were repeat travelers, highlighting high satisfaction and loyalty among tourists.
Notably, 36% of overnight visitors arrived by air, significantly above the national average of 24%, emphasizing the crucial role played by Denver International Airport and its extensive connectivity. Most visitors stayed an average of 2.7 nights, spending nearly 70% of their trip in Denver before exploring other parts of Colorado.
Top Source Markets and Attractions
The leading U.S. states contributing to overnight travel to Denver outside Colorado were:
- Texas
- California
- Florida
- Arizona
Top cities generating the highest number of visitors:
- Los Angeles
- New York City
- Dallas-Fort Worth
- Phoenix
- Chicago
Among the most visited attractions in Denver:
- Cherry Creek Shopping Center & neighborhood
- 16th Street Mall and Lower Downtown (LoDo)
- Red Rocks Amphitheatre
- Denver Zoo
- Denver Botanic Gardens
- Meow Wolf Denver
- Denver Art Museum
- Denver Museum of Nature & Science
- Downtown Aquarium
The city’s thriving sports scene also drew significant attention, with major events hosted by the Denver Broncos (NFL), Colorado Rockies (MLB), Denver Nuggets (NBA), Colorado Avalanche (NHL), and Colorado Mammoth (Lacrosse).
Advertising ROI and Future Campaigns
A separate ROI study by Longwoods International demonstrated measurable success from Visit Denver’s 2024 spring/summer advertising campaign:
- 3 million incremental trips
- $1.3 billion in incremental visitor spending
- $143 million in incremental tax revenue
- $106 million allocated to the City of Denver
Each advertising dollar yielded $217 in incremental spending and $24 in tax returns, showcasing high efficiency and impactful marketing.
Outlook and International Travel
Looking ahead, Visit Denver plans to deepen its collaboration with the Colorado Tourism Office and other industry partners to enhance international inbound travel, with a strong focus on Canadian markets and emerging global segments.
Though forecasts indicate U.S. travelers may curb spending during summer 2025, Denver’s positioning as a versatile gateway to urban culture and natural escapes is expected to sustain demand.
“Denver’s dual identity as a vibrant city and the doorstep to the Rockies gives us a unique edge in the tourism landscape,” noted Amir Eylon, CEO of Longwoods International. “We’ve seen continued success in attracting high-value travelers who seek enriching, authentic experiences.”
About Visit Denver
Founded over a century ago, Visit Denver is a nonprofit organization that partners with the City of Denver to promote the Mile High City as a premier travel destination. In 2024, the city welcomed 37.1 million visitors, supporting one of the largest employment sectors and generating over $10 billion in tourism-driven revenue. The organization focuses on increasing economic impact, fostering job creation, and enhancing Denver’s global travel reputation.
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