- IPW 2018 Could Generate $1.7B in New International Tourism Revenue -
Washington D.C. (June 7, 2017) – Denver Mayor Michael B. Hancock and VISIT DENVER tourism officials joined U.S. Travel Association president and CEO, Roger Dow, to reveal plans for welcoming more than 5,000 international tourism delegates from 70 countries to Denver and Colorado for IPW, formerly known as “International Pow Wow.”
“This is a milestone that will highlight the best of Denver and generate significant new international tourism business for our city,” said Hancock. “IPW is essential for global travel professionals and is the most prolific international marketplace in the U.S. travel industry.”
Each year, only one U.S. city is awarded the privilege of hosting IPW, which has proven to generate over 700,000 new international visitors and $1.7 billion in new tourism revenue for host cities within three years.
“There is simply no single greater opportunity for us to showcase the Denver tourism brand on a global stage, and we plan to put our best foot forward,” said Richard Scharf, president & CEO of VISIT DENVER. “IPW brings the world to us and gives us direct access to an international audience we could not reach otherwise.”
From May 19-23, 2018, IPW will bring more than 1,000 travel organizations from every region of the U.S. and about 1,300 international and domestic travel buyers to conduct business negotiations at the Colorado Convention Center and throughout the city generating more than $4.7 billion in future travel to the U.S. Additionally, about 600 journalists from across the globe will attend the Brand USA Media Marketplace seeking new travel story topics in six hours of intensive meetings with U.S. travel destinations.
Outside of marketplace hours, VISIT DENVER has set plans to host IPW delegates to a series of events and tours that will showcase the best of Denver’s culinary, arts, culture, beer and music scenes. Following the marketplace, official familiarization tours will bring delegates to key tourism hot spots across the state of Colorado.
“An incredible amount of business takes place within the walls of the convention center during IPW,” said Scharf. “But after business hours, more than 5,000 travel executives and journalists from around the world will spread out across our city, and we want to ensure we create an immersive experience for them that is both memorable and productive for future tourism business.”
Hosting IPW is also part of a larger tourism strategy and a key component of the Denver Tourism Roadmap, a long-term, strategic vision for Denver tourism that was created through a year-long, community-wide process and launched last November by Mayor Hancock and VISIT DENVER. Putting on an event like IPW couldn’t be possible without the Colorado Tourism Office, Denver International Airport, Ski Country USA and the many tourism partners throughout the state. Dozens of resort and destination marketing organizations from across Colorado will be supporting and participating in this one-of-a-kind showcase.
Benefits of hosting IPW:
- Previous host cities have seen an increase of over 700,000 international visitors and $1.7 billion in international tourism revenue within three years of hosting IPW.
- IPW is the U.S. travel industry's premier international marketplace and the largest generator of travel to the U.S.
- IPW exposes host cities to more than 5,000 tourism delegates including 1,000 U.S. travel organizations and nearly 1,300 international and domestic buyers from more than 70 countries.
- Nearly 600 journalists from across the globe attend IPW each year generating invaluable domestic and international media coverage for the host city.
- IPW generates new international tourism demand for host cities that could potentially help to stimulate demand for new non-stop international flights from key markets.
- The global brand exposure generated by IPW would be the equivalent of paying for tourism advertising in more than 70 countries.