City Park in Denver, Colorado

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Denver Tourism Roadmap

This strategic plan provides guidance for VISIT DENVER and its stakeholders to drive the visitor economy across The Mile High City.

Initiatives Related Projects

The Denver Tourism Roadmap is a long-term destination strategic plan that guides the organization’s approach to product development.

Originally developed in 2016, the Denver Tourism Roadmap examined all aspects of Denver as a visitor destination and provided a smart growth strategy to drive demand for new tourists and meetings while enhancing the quality of life for residents. 

In 2024, after several years of pandemic-related disruption, the VISIT DENVER leadership team decided that a new 10-year Tourism Roadmap was needed, building on the lessons of the 2016 version as well as the learnings from the COVID era.

The 2025 Roadmap includes seven areas of focus:

 

Denver Tourism Roadmap

  • VISIT DENVER received extensive board input on initiatives for the new report.  
  • NextFactor fielded the DestinationNext community input survey that was completed by more than 250 respondents across key stakeholder sectors.  
  • 12 sector-specific focus groups across leisure and hospitality sectors were attended by nearly 120 participants who discussed areas of focus, big ideas and sector-specific feedback.
  • Input from 17 members of VISIT DENVER’s Convention Advisory Board, who offered a unique outside perspective of the city’s hospitality industry.  
  • 21 one-on-one, in-depth interviews were conducted with stakeholders and elected officials including members of Denver City Council and Mayor Mike Johnston. Topics of discussion included opportunities for growing the visitor economy, issues to address and big ideas to consider.  
  • A resident sentiment survey polled nearly 620 people citywide, including representative samples within each City Council district, ages, ethnicities and income groups.