Record number of visitors make Denver their destination

Denver continues to draw more visitors than ever, with last year's number of people making the Mile High City their destination topping 2022's record-breaking year. Those visitors also spent more money in Denver than ever before.

According to VISIT DENVER, a record 37.4 million domestic visitors traveled to Denver. That's a 3% increase over the previous record set in 2022. Those visitors spent more money in Denver than ever before, which generated $10.3 billion in tourism revenue. That's nearly a billion more than the year before which totaled $9.4 billion in 2022.

"Tourism is vital to the Denver economy and we are pleased to see our momentum continue in 2023, especially after the dramatic growth we saw in 2022," said Richard W. Scharf, President and CEO of VISIT DENVER, in a statement. "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."     

Overnight visitors totaled 20.5 million which is a 3% rise from 2022, generating $8.8 billion in spending, a 10% increase over the previous year. 

"The 2023 study shows that travel trends both in terms of visitor numbers and spending are returning to levels more in line with 2019," said Amir Eylon, President and CEO of Longwoods International, in a statement. "When looked at in relation to other destinations, Denver enjoyed comparably higher growth suggesting that it benefits from its unique position offering visitors both sought-after urban experiences and easy access to outdoor activities." 

The top attractions for visitors in Denver include the Cherry Creek area, 16th Street Mall, Red Rocks Amphitheatre, DCPA, Denver Zoo, state Capitol, along with all the major sporting event destinations for the Denver Broncos, Colorado Rockies, Denver Nuggets, Colorado Avalanche and Colorado Mammoth. 

The most number of visitors arrived in Denver from California, followed by Texas, Kansas and Florida. 

Additional Information from VISIT DENVER:

The study confirmed that Denver is a year-round destination with overnight visitation spread evenly throughout the year, with a modest surge in the warmer months. Denver saw 23% of visitors in Q1, 25% in Q2, 28% in Q3 and 24% in Q4.  

The data further showed how crucial Denver International Airport and its air service is for continued strong Denver tourism trends. In 2023, 40% of overnight Denver visitors arrived by plane, nearly twice the national average of 24%. The airport as well as VISIT DENVER's partners at the Colorado Tourism Office are key to Denver's position as both a destination and a gateway to the rest of the state with overnight Denver visitors spending an average of 1.3 nights, or 32% of their trip, in other parts of the Centennial State. 

Key Data from 2023 

• Denver welcomed 37.4 million total visitors in 2023, including 20.5 million overnight visitors and 16 million day visitors. 
• Overnight leisure visitors totaled 17.5 million in 2023, a 5% increase over 2022.  
• Denver visitors spent $10.3 billion in 2023, including $8.8 billion from overnight visitors and an additional $1.6 billion in spending from day visitors. Total spending increased by almost 10% over 2022. 
• Expenditures by overnight visitors averaged $427 per person per trip with year-over-year increases in each tracked category: 

• Transportation spending within the destination reached nearly $3 billion, a 10.7% increase from 2022.  
• Lodging spending hit $2.5 billion, up 9.1%.  
• Restaurant Food and Beverage spend reached nearly $1.5 billon, a 9.7% increase. 
• Retail Purchases totaled just over $1 billion, achieving a 7.8% increase. 
• Recreation, Sightseeing and Entertainment totaled $749 million, a 9.3% increase.  

The top four states originating overnight trips to Denver in 2023, outside of Colorado itself, were: 

• California 
• Texas 
• Kansas 
• Florida 

The top five cities from outside of Colorado sending overnight visitors to Denver in 2023 were: 

• Los Angeles 
• Albuquerque/Santa Fe, NM 
• New York City 
• Dallas-Ft. Worth 
• Houston 

*All are VISIT DENVER advertising markets 

The top-visited attractions for Denver visitors include a wide range of draws throughout the area. 

Shopping & Entertainment: 

Cherry Creek area (Shopping Center & neighborhood) 

16th Street Mall 

"LoDo" Lower Downtown Historic District 

Denver Pavilions 

Colorado Mills 

Arts & Performing Arts: 

Red Rocks Park & Amphitheatre 

Arts district/art gallery neighborhood 

Denver Performing Arts Complex 

Paid Museums & Attractions: 

Denver Zoo 

Children's Museum of Denver 

Downtown Aquarium 

Colorado State Capitol 

Denver Botanic Gardens 

Denver Museum of Nature & Science/Infinity Theater 

Coors Brewery 

Meow Wolf 

Denver Art Museum 

Sports Events & Activities: 

Denver Broncos football 

Colorado Rockies baseball 

Denver Nuggets basketball 

Colorado Mammoth lacrosse 

Colorado Avalanche hockey 

All data is from the Longwoods International 2023 Annual Visitor Profile Study unless otherwise noted.