City Park in Denver, Colorado

1 / 1

Tourism Pays for Denver

Destination marketing brings millions to Denver and billions into our economy.

Key numbers for 2024 include:

  • Denver welcomed 37.1 million total visitors, including 19.8 million overnight visitors and 17.3 million day visitors.
  • There were a record 8.7 million "marketable" leisure visitors in 2024, a 14% increase over 2023. This segment has the most discretion on where to vacation and responds to tourism marketing. This audience is the primary focus of much of Visit Denver's marketing efforts and spends more time and money in-market than any other leisure visitor type.
  • Denver visitors spent $10.3 billion in 2024, including $8.7 billion from overnight visitors and an additional $1.7 billion in spending from day visitors.
  • Denver overnight visitors spent nearly $2.5 billion on accommodations and nearly $1.5 billion on food and beverages.
  • Expenditures by overnight visitors on transportation reached nearly $3 billion. Retail purchases were $1 billion, while overnight visitors spent $735 million on paid attractions and other recreational and sightseeing activities.
  • On average in 2024, the biggest spenders were marketable leisure travelers, who spent $241 per day, while business visitors spent $160 per day. Day visitors spent $96 per day.
  • Out-of-state overnight leisure travelers comprised 75 percent of visitors.

2024 Tax Saving​s:

  • The average Denver City and County resident saved $839.48 in state and local taxes
  • The average Denver City and County household saved $1,856.92 in state and local taxes
  • The average Denver Metro resident saved $289.99 in state and local taxes
  • The average Denver Metro household saved $737.55 in state and local taxes

Industry Employment:

The tourism industry is a major source of employment in Denver and the surrounding metro area. In 2024:

  • The tourism industry employed 44,920 people in Denver City & County 
  • The tourism industry employed 73,500 people in the Denver metro area

The cost-benefit analysis involves the following two components:

  • Examination of the social impacts, which gauges the resident's viewpoint on tourism
  • Quantitative analysis that considers the costs and benefits of tourism from the viewpoint of residents and the City of Denver

Results:

  • Denver residents received $2.767 billion of income supported by tourism and suffered $19.7 million in losses due to congestion (i.e. lost fuel or time). Residents therefore received a net benefit of $2.747 billion or $9,333 per household.
  • Denver residents received $140.48 of benefit for every dollar of cost.
  • The City of Denver received $589 million in local taxes supported by tourism and dedicated $130 million to the tourism sector. The City of Denver therefore received a net benefit of $459 million or a benefit of $1,559 per household.
  • For every dollar spent directly on the tourism industry, the City of Denver gained $4.52 in revenue.

Business and leisure travelers to Denver are having a positive financial impact locally. Meet some of the business owners and industry professionals who make their living and create jobs through the power of tourism.

About Tourism Pays

Tourism Careers

Resources

Testimonials

Tourism Pays for the U.S.

Tourism Pays for Colorado