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Axios Denver
Denver's record-breaking tourism, by the numbers
By Alayna Alvarez,
2024-07-16
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.
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.
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