Denver Tourism to Increase by 2025 | News
Visit Denver, the official tourism sales and marketing agency of the City of Denver, announced that Denver tourism grew in 2025 over the previous year, with increases consistent with U.S. averages. In 2025, Denver welcomed 37.6 million domestic visitors and generated $10.5 billion in tourism spending, both of which represent records for the city and somewhat eclipse previous high water figures. The new data comes from Longwoods International.
“Tourism is vital to Denver’s economy, and last year was strong, with record numbers of visitors to the Colorado Convention Center, the opening of the new 16th Street, a packed events calendar and much more. We are pleased to see that 2025 numbers are slightly higher than 2024 and that Denver tourism growth was in line with national averages,” said Richard W. Scharf, president and CEO of Visit Denver. “We are proud that Denver delivered such a solid performance despite last year’s economic headwinds and despite certain visitor segments, particularly overnight business travelers, which have not yet recovered to pre-pandemic levels. We are equally proud that the tourism industry supported 73,200 jobs in the metro area last year and generated millions in state and local taxes. Tourism saved every household in Denver nearly $1,850 in taxes last year.” (Employment and tax savings figures, source: Dean Runyan Associates 2025 Economic Impact of Travel Study)
The number of overnight visitors reached 20.1 million, generating $8.7 billion in spending, both representing a slight increase from 2024. The number of overnight leisure visitors reached a new record of 17.9 million, a particular bright spot, up 3% from 2024 and strengthening Denver’s appeal.
Longwoods International provided Denver visitor data through their annual visitor profile survey, which they have conducted for Denver since 1993. Top tourism destinations from across the country and around the world rely on Longwoods’ research and peer-reviewed methodology to provide standardized visitor tracking tools.
“The 2025 study shows that Denver remains successful in key areas of the visitor market, especially compared to its pre-Covid boom of 2019, with total visitors up 18% since then and overnight spending up 46%. Surpassing the levels of the blockbuster 2023 year is a win, especially as US travelers were more likely to consider foreign visits due to the strength of the US dollar last year,” said Amir Eylon, president and CEO of Longwoods International. “Denver’s unique positioning as a ‘best of both worlds’ destination, with its many exciting city experiences and the appeal of Colorado’s Rocky Mountains, continues to resonate with travelers seeking unique, memorable vacation experiences.”
The study confirmed that Denver remains a year-round destination, with overnight stays spread evenly throughout the year, with a slight preference for summer. Denver saw 22% of visitors in the first quarter, 27% in the second quarter, 28% in the third quarter and 24% in the fourth quarter (numbers may exceed 100% due to rounding). The data shows that travelers from across the country are visiting the country in greater numbers, with 82% of vacationers coming from out of state, a 7% increase from 2024.
The data further showed how critical Denver International Airport and its air services are to Denver’s continued strong tourism trends. In 2025, 42% of overnight visitors to Denver arrived by plane, compared to the national average of just 28%. The airport, as well as Visit Denver’s partnership with the Colorado Tourism Office, are critical to Denver’s position as a destination and gateway to the rest of the state, with overnight Denver visitors spending an average of 2.8 nights, or nearly 70% of their trip, in Denver, with the remainder staying in other parts of the Centennial State.
A separate Return on Investment (ROI) study from Longwoods International showed specific, measurable results from Visit Denver’s targeted Spring/Summer 2025 campaign, the organization’s largest campaign of the year. That investigation found that the campaign was directly responsible for:
3.6 million incremental trips
$1.6 billion in additional spending
$180 million in additional state and local taxes, including nearly $134 million in taxes for Denver alone
Combined, these results provide an ROI of $219 in additional spend and $25 in additional taxes for every $1 spent on advertising.
Key data from the 2025 visitor survey
Denver welcomed a record 37.6 million visitors in 2025: 20.1 million overnight visitors and 17.6 million day visitors
In 2025, the number of overnight leisure visitors reached a record 17.9 million. That includes a record 9.7 million “marketable” visitors, those who responded most to Visit Denver’s marketing and advertising. This figure represents an increase of 12% compared to 2024
Denver visitors spent a record $10.5 billion in 2025, including nearly $8.8 billion on overnight visitors and another $1.7 billion on day visitor spending
The top four states with overnight travel to Denver in 2025, outside of Colorado, were:
California
Texas
Illinois
Florida
The top five cities from outside Colorado that sent overnight visitors to Denver in 2025 were:
Los Angeles
New York
Dallas-Ft. Worth
Chicago
Houston
Note: These are all Visit Denver advertising markets
Denver’s tourism industry is gearing up for another great convention year and a strong summer tourism season thanks to a packed slate of festivals, concerts, sporting events and outdoor experiences that continue to draw visitors to the Mile High City. Signature summer events include Outside Days, a three-day celebration of outdoor culture and adventure in downtown Denver; Denver PrideFest, which takes over 16th Street and programs throughout June; and the Cherry Creek Arts Festival, which celebrates its 35th anniversary this summer. Sports also remain a major driver of tourism, with Colorado Rockies, the Colorado Rapids’ 30th anniversary season, Denver Summit FC’s inaugural season and major events such as the Rugby Nations Cup and Savannah Bananas matches bringing fans to the city all summer long.
Denver’s arts and entertainment scene also continues to stand out, led by the Red Rocks Amphitheater’s 85th anniversary celebration. The iconic venue’s summer concert lineup includes major artists from a variety of genres, while additional outdoor concert series and movie nights throughout the city offer visitors the opportunity to experience Denver culture in a unique outdoor setting. This summer also coincides with Colorado’s 150th anniversary, with History Colorado Center featuring “Moments That Made Us,” a major exhibit featuring 40 iconic artifacts, from Washington’s tracks to Jackie Robinson’s bat and Apollo 11 moon rocks, and the “Freedom Plane National Tour: Documents That Forged a Nation,” a traveling exhibit celebrating 250 years of American independence.
In addition to events, Denver’s combination of urban energy and easy access to outdoor recreation makes it an especially attractive summer destination for families and vacationers. Visitors can explore the city’s walkable neighborhoods, Michelin-recognized restaurants and patios, as well as explore 5,000 acres of traditional green spaces or adventure in the nearby Rocky Mountains. Family-friendly attractions such as the Denver Zoo Conservation Alliance, the Denver Museum of Nature & Science, Downtown Aquarium and Elitch Gardens add to the city’s appeal, while Denver’s 300 days of sunshine make outdoor activities a centerpiece of the summer travel experience.
