Denver sets new tourism record
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A sunset over downtown Denver. Photo: Joe Sohm/Visions of America/Universal Images Group via Getty Images
Tourism in Denver hit an all-time high last year, bringing in billions in revenue, according to data published Monday by Visit Denver, the city's tourism arm.
Why it matters: The pandemic-era shadow cast over downtown is lifting thanks to a surge in visitors revitalizing the local economy and reaffirming Denver's status as a top travel destination.
By the numbers: The city saw more than 37 million domestic visitors in 2023, up 3% over the previous record set the year before.
- That generated about $10 billion in revenue, up nearly 10% from 2022.
What they're saying: "Denver's tourism businesses, most of which are small and locally owned, rely on these visitors to fuel their success, which allows them to continue to hire employees — almost 66,000 across the metro area in 2023 — and to generate millions in state and local taxes," Visit Denver leader Richard Scharf said in a statement.
State of play: Denver Mayor Mike Johnston has made downtown's rebound one of his top priorities. That includes dedicating $58 million in this year's budget to complete construction on the 16th Street Mall and Convention Center, attract local businesses to the area and convert downtown commercial buildings to residential units.
- In May, the mayor announced a $500 million investment plan to bring vibrancy and expand economic opportunities in the area.
Zoom in: Data shows that the five cities outside of Colorado sending the highest number of overnight visitors to Denver are Los Angeles: Albuquerque/Santa Fe, New York City, Dallas/Fort Worth and Houston.
- Some of Denver's top-visited attractions were the Cherry Creek area, Red Rocks Park & Amphitheatre and the Denver Zoo.
The big picture: Denver is proving to be a year-round destination with overnight visitations spread evenly throughout the year, particularly in warmer months, data showed.
- Compared to other travel destinations, Denver saw higher growth "suggesting that it benefits from its unique position offering visitors both sought-after urban experiences and easy access to outdoor activities," said Amir Eylon, head of Longwoods International, which provided the Denver visitor data through an annual study.