≡-Denver Tourism Sector Sustains Momentum in 2024 With 8.7 Million Marketable Visitors Driving 10.3 Billion Dollars in Revenue: New Update You Need To Know – Viral of Today

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Home » Latest Travel News of United States » Denver Tourism Sector Sustains Momentum in 2024 With 8.7 Million Marketable Visitors Driving 10.3 Billion Dollars in Revenue: New Update You Need To Know Wednesday, June 18, 2025Denver’s tourism industry demonstrated remarkable consistency in 2024, matching the historic success of the previous year. The city drew 37.1 million domestic visitors who collectively spent $10.3 billion on travel-related activities. This strong performance confirms Denver’s position as one of the nation’s top destinations. Marketable trips—those from travelers most receptive to tourism promotions—rose 14% to reach a new peak of 8.7 million visitors, reflecting the effectiveness of targeted marketing efforts.Overnight visitors totaled 19.8 million, contributing $8.7 billion in spending, maintaining the high levels recorded in 2023. Leisure travelers accounted for 17.4 million of these overnight visitors, sustaining the record-setting numbers from the prior year. These figures highlight Denver’s broad appeal as a destination for both day-trippers and longer-stay visitors seeking immersive experiences.Data from a long-established tourism research organization, trusted worldwide for its rigorous and peer-reviewed methodology, underscores Denver’s steady growth since the pre-pandemic period. Total visitation to the city has increased 16% compared to 2019, while spending by overnight visitors has surged 45%. Despite an international travel surge encouraged by a strong U.S. dollar in 2024, Denver’s unique combination of vibrant urban life and easy access to the Rocky Mountains continues to captivate travelers looking for distinctive vacation experiences.“We are thrilled to bring our expertise in luxury service training to the iconic Waldorf Astoria New York. MDA Hospitality has been a proud partner of Hilton Americas since 2017. Over the past eight years, and continuing, this collaboration has supported hundreds of venue openings and training programs. To now support the greatest of them all, the Waldorf Astoria New York, is an incredible opportunity with a brand we deeply respect and an historic property we are honored to serve,” said Mary D’Argenis-Fernandez, CEO of MDA Hospitality Solutions.Denver Proves Its Appeal Year-RoundAnalysis of visitor patterns confirms that Denver attracts travelers throughout the year. Overnight visitation is well distributed across the seasons: 22% of visitors arrive in the first quarter, 26% in the second, 28% in the third, and 23% in the fourth. This even spread affirms Denver’s reputation as a destination for all seasons, from summer festivals and outdoor adventures to winter sports and cultural events.The high level of repeat visitation also indicates strong visitor satisfaction and loyalty. Approximately 80% of overnight guests reported having visited Denver before, reflecting the city’s ability to inspire return trips. This repeat visitation is vital for sustaining long-term tourism growth and the local economy.Denver International Airport a Crucial GatewayThe city’s connectivity plays a significant role in its tourism success. In 2024, 36% of overnight visitors arrived by air, far surpassing the national average of 24%. Denver International Airport’s extensive flight network not only supports visitor arrivals but also reinforces Denver’s role as a gateway to the wider Colorado region.Visitors tend to spend an average of 2.7 nights in Denver, dedicating nearly 70% of their trip to exploring the city itself. The remainder of their time is spent visiting other parts of Colorado, highlighting Denver’s importance as both a primary destination and a launch point for state-wide travel.Economic Impact of Targeted AdvertisingA return on investment study focused on Visit Denver’s largest advertising campaign in spring and summer 2024 reveals the powerful influence of strategic marketing. The campaign was directly linked to:3 million additional trips to Denver$1.3 billion in incremental visitor spending$143 million in increased state and local tax revenues, with over $106 million specifically benefiting DenverThese figures demonstrate the significant economic return generated by tourism marketing, with every dollar invested in advertising producing $217 in incremental spending and $24 in additional tax revenue.Visitor Spending BreakdownDenver’s tourism spending is diverse and robust across multiple sectors. Average spending per overnight visitor increased to $437 per trip, a rise from the previous year. Key spending categories include:Transportation within the destination: nearly $3 billionLodging: close to $2.5 billionFood and beverage: nearly $1.5 billionRetail purchases: over $1 billion, with a notably high 57% of visitors shopping at locally-owned businesses, compared to the national average of 48%Recreation, sightseeing, and entertainment: $735 millionThis varied spending portfolio benefits a wide array of local businesses and industries, from hotels and restaurants to shops and entertainment venues.Top Markets and Origin CitiesThe states generating the highest number of overnight visitors to Denver, aside from Colorado, remained consistent with prior years. Texas, California, Florida, and Arizona continued to lead as top feeder markets.On the city level, the main sources of visitors were Los Angeles, New York, Dallas-Ft. Worth, Phoenix, and Chicago. These urban centers are also focal points for Visit Denver’s advertising and outreach efforts, which help maintain and grow interest from key markets.Popular Attractions Draw CrowdsDenver’s broad appeal is reflected in the wide range of attractions that draw visitors year-round. Popular shopping and entertainment districts include:Cherry Creek shopping area and neighborhood, known for upscale boutiques and diningThe 16th Street Mall, a vibrant pedestrian promenade in downtown DenverLoDo (Lower Downtown Historic District), featuring historic architecture, trendy restaurants, and nightlifeDenver Pavilions, a central shopping and entertainment complexOutlets at Castle Rock and Colorado Mills Mall, both offering extensive retail optionsCultural and arts venues also attract visitors, including:Red Rocks Park and Amphitheatre, a world-famous outdoor concert venue set amid stunning natural rock formationsThe Denver Arts District, with numerous galleries showcasing local and national artistsThe Denver Performing Arts Complex, one of the largest performing arts centers in the countryDenver’s museums and attractions remain major draws as well:Denver Zoo, a family favorite offering diverse wildlife exhibitsDenver Museum of Nature & Science, featuring natural history displays and the Infinity TheaterDowntown Aquarium, combining marine life exhibits with dining and entertainmentMeow Wolf, an immersive and interactive art experience attracting creative travelersDenver Botanic Gardens, showcasing regional flora and special exhibitionsDenver Art Museum, home to extensive collections of Native American and contemporary artSports also play a major role in the visitor experience, with fans attending games and events featuring:Colorado Rockies Major League BaseballDenver Broncos NFL footballDenver Nuggets NBA basketballColorado Mammoth professional lacrosseOutlook for Denver TourismThe sustained record visitation and spending levels in 2024 demonstrate Denver’s resilience and appeal amid evolving travel trends. Continued investments in marketing, infrastructure, and air service connectivity position Denver for ongoing growth. The city’s diverse offerings—from urban cultural experiences to outdoor adventures in the nearby Rockies—ensure it remains a top choice for both first-time visitors and loyal returnees.With a strong tourism ecosystem supporting local businesses and generating significant economic benefits, Denver is set to maintain its role as a premier destination and gateway to Colorado’s natural and cultural treasures well into the future.

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