A healthy tourism economy is built and supported by Destination Marketing Organizations (DMOs) such as VISIT DENVER, The Convention & Visitors Bureau, that use a portion of the local Lodger's tax and private membership dollars to market Denver as a visitors' destination.

Denver visitors stimulate the local economy and benefit hotels, meeting facilities, attractions, restaurants, cultural institutions, tour companies, transportation providers, local farmers and countless other businesses.

  • Denver had a record 17.3 million total overnight visitors in 2016, up 6 percent over the 16.4 million in 2015.
  • Denver visitors generated a total of $5.3 billion in spending in 2016, up 5 percent from $5 billion in 2015.
  • Tourism supports nearly 57,000 jobs in metro Denver.
  • Tourism saves every metro Denver household $513 annually in taxes (this is the amount of tax dollars residents would have to pay if not for the more than $1.2 billion in state and local taxes paid annually by visitors).
  • Lodging expenditures in 2016 accounted for $1.58 billion in visitor spending, while overnight visitors spent an additional $1.05 billion in Denver's food and beverage establishments
  • Expenditures by overnight visitors on transportation in Denver, including gas and car rentals, totaled $1.52 billion in 2016, and purchases at retail stores totaled approximately $660 million.
  • Overnight visitors spent $476 million last year at Denver's paid attractions and on other recreational and sightseeing activities.
  • VISIT DENVER focuses its marketing efforts on "Marketable Visitors," those who respond to marketing messages and have a choice on where they vacation. They spend an average of $142 per day, while business travelers spend $145 per day, much more than the $69 per day spent by people staying with friends and relatives, and the $64 per day spent by day visitors. 


Sources: Dean Runyan Associates, Colorado Travel Impacts 1996-2016; Longwoods International, Travel Year 2016