Denver’s tourism engine reached new heights in 2024, with 37.1 million visitors generating $10.3 billion in direct spending – a figure on par with 2023’s record and marking the strongest performance in the city’s history. Overnight visitors contributed $8.7 billion, as strategic campaigns by Visit Denver drove a 14 percent rise in marketable trips, highlighting the city’s growing appeal to both leisure and business travellers.
This tourism boom resonates far beyond hospitality. Denver International Airport alone adds $47.2 billion annually to Colorado’s economy and supports over 244,000 jobs. The tourism sector also underpins more than 187,000 jobs statewide and contributes $1.8 billion in tax revenue, reinforcing its role as a pillar of the regional economy.
For SMEs in travel and tourism – hotels, eateries, transport services and cultural venues – the implications are clear: sustained visitor footfall brings stability and growth opportunities. The city’s competitive edge lies not only in its scenic surroundings and lively cultural scene, but also in effective marketing partnerships and quality infrastructure investments. For instance, Mayor Johnston’s initiative to revitalise downtown, with $58 million allocated to improvements around the 16th Street Mall and Convention Centre, has further enhanced visitor satisfaction and extended stays.
Looking ahead, Denver’s successful bid as an IPW travel trade show host underscores its ambition to attract international attention and diversify visitor demographics. However, sustained success will demand careful management of environmental and infrastructural pressures generated by high tourism volumes, balancing economic gain with sustainable urban planning.
