Denver's Tourism Retains Momentum with Robust Visitor Figures
Denver’s Tourism Thrives with Record Visitor Numbers
Denver’s vibrant tourism scene continues to impress, showing remarkable resilience and growth. In a noteworthy alignment with previous figures, the tourism industry welcomed 37.1 million domestic visitors while generating a staggering $10.3 billion in spending. This consistency from the previous year reflects the city's ongoing appeal and robust marketing efforts.
Growth in Marketable Trips
Significant Increases in Targeted Visitor Engagement
A recent report highlights a 14% increase in marketable trips to Denver, amounting to 8.7 million visitors. This segment is crucial as it encapsulates tourists who are particularly responsive to promotional campaigns. With these record figures, it’s clear that Denver remains an attractive destination for travelers seeking unique experiences.
Impact on Local Economy
Richard W. Scharf, President and CEO of Visit Denver, underscored the importance of these tourism numbers to the local economy. He noted that the ability to maintain these figures, especially during competitive times and economic headwinds, illustrates the strength of Denver’s attractions and promotional efforts. In 2024, tourism directly supported approximately 73,500 jobs, underscoring its significance within the region.
Visitor Spending Insights
Overnight and Day Visitor Contributions
Of the total visitors, 19.8 million were overnight guests who contributed $8.7 billion in spending. This figure mirrors the record highs set in previous years, indicating strong ongoing appeal. The leisure sector continued to thrive, with 17.4 million overnight leisure visitors recorded. This steady demand showcases Denver's ability to attract repeat visitors.
The annual visitor profile study from Longwoods International reveals key areas where Denver excels. The city’s tourism still significantly outperforms many markets that struggled to recover fully. With total visitation reflecting an upward trend of 16% compared to pre-COVID figures from 2019 and a notable 45% increase in overnight spending, the city's appeal is reinforcing itself.
Year-Round Destination
One impressive aspect of Denver’s tourism is its consistency throughout the year. Visitors showed a balanced desire to explore all seasons, with distribution across quarters indicating that travelers genuinely enjoy their experiences, as evidenced by an 80% return rate among overnight visitors.
A Key Transportation Hub
Denver’s Airport Role in Tourism
Denver International Airport plays a crucial role in sustaining these tourism trends. In 2024, an impressive 36% of overnight visitors arrived by airplane, significantly above the national average. The airport's connectivity, paired with the strategic efforts from Visit Denver, enhances the city’s status as both a primary destination and a launching point for wider Colorado explorations.
Marketing Success and Visitor Trends
A new Return on Investment (ROI) study highlighted the achievements of Visit Denver’s spring/summer advertising campaign, illustrating how targeted marketing helped attract an additional 3 million trips, resulting in an economic boost of $1.3 billion in spending. The campaign proved incredibly effective, yielding an impressive $217 return for every $1 spent on advertising.
Exploring Key Findings
Highlights from the 2024 Visitor Report
- Denver saw a total of 37.1 million visitors, consisting of 19.8 million overnight and 17.3 million day visitors.
- The overnight leisure visitor count remained high at 17.4 million, with 8.7 million marketable visitors—a 14% increase from the previous year.
- Total visitor spending reached $10.3 billion, consistently impressive across all demographics.
- Spending per overnight visitor averaged $437, supporting various local businesses and sectors.
- Travelers from Texas, California, Florida, and Arizona ranked as the top states visiting Denver, reflecting iconic cities such as Los Angeles and New York sending the highest number of overnight visitors.
Attractions and Activities
Denver boasts a myriad of attractions catering to diverse interests. Popular shopping venues such as the Cherry Creek area and 16th Street Mall attract many visitors. Cultural experiences at the Denver Performing Arts Complex or Red Rocks Park and Amphitheatre also showcase the city's vibrant arts scene.
Many tourists indulge in the recreational options available, viewing sports events from major teams like the Denver Broncos and Colorado Rockies. With an extensive list of paid attractions, including the Denver Zoo and the Denver Art Museum, visitors have plenty of engaging options at their fingertips.
Strategizing for Future Growth
Looking ahead, Visit Denver is poised to collaborate with industry experts to monitor travel patterns closely and adapt to upcoming trends, emphasizing the importance of international tourism. As travel preferences evolve, the organization is set to navigate changes effectively, ensuring Denver remains a competitive player in the global tourism market.
About Visit Denver
Established over a century ago, Visit Denver is dedicated to showcasing the Mile High City as an attractive destination for both conventions and leisure travel. By driving economic growth, creating jobs, and generating significant tax revenue, the organization plays a pivotal role in supporting the local economy.
Frequently Asked Questions
What are the latest visitor statistics for Denver?
In 2024, Denver welcomed 37.1 million domestic visitors, generating $10.3 billion in tourism spending.
How does Denver's tourism impact the local economy?
The tourism industry supports approximately 73,500 jobs in the Denver metro area and generates substantial tax revenue for local governments.
Which states provide the most overnight visitors to Denver?
Texas, California, Florida, and Arizona were the top states contributing to overnight visits.
What attractions draw visitors to Denver?
Popular attractions include the Denver Zoo, Denver Art Museum, Red Rocks Park, Cherry Creek shopping area, and various sports events.
How does Visit Denver aim to increase international travel?
Visit Denver plans to work with industry partners to monitor trends and enhance strategies to attract international tourists, particularly from Canada.
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