Colorado tourism tops $29 billion in economic impact
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Colorado's tourism industry welcomed 96.8 million visitors in 2025 and set a new record in traveler spending, contributing $29.2 billion to the state's economy.
Yes, but: The meager 2% annual growth rate last year is below the 4.2% increase in travel spending nationwide, and the state's market share continued to decrease from a high of 2.3% in 2019 to 1.8% in 2025.
Why it matters: Tourism is one of Colorado's top economic drivers in terms of revenue and jobs, but the numbers show the industry's growth is slowing amid competition, federal policies and weather challenges, state officials reported Tuesday.
State of play: The top travel markets for Colorado are in-state residents, California, Texas, New York and Florida, according to studies from Longwoods International and Dean Runyan Associates.
- The Denver metro area contributed the most to tourism at about $14.2 billion, or nearly half (48.5%), of all travel spending in the state.
- The Pikes Peak region experienced the strongest growth, with direct visitor spending increasing 3.6%.
The intrigue: The No. 1 draw for visitors was the outdoors and entertainment, followed by cultural and sporting events.
By the numbers: Every $1 in travel spending supported six jobs. Overall, the industry counted 187,860 jobs, a nearly 1% decline from a year ago.
- Visitor travel generated $1.9 billion in state and local tax revenue, a 1.9% increase.
- The number of visitors rose 1.4% to 96.8 million.
- Overnight business trips decreased 11%.
What they're saying: "While the statewide numbers are encouraging, we also recognize that destinations across Colorado are experiencing different challenges — from increased competition to weather-related impacts," Timothy Wolfe, director of the Colorado Tourism Office, said in a statement.