Denver played host to 31.5 million visitors in 2016, with 17.3 million spending at least one night there, once again setting new tourism records, according to a study by Longwoods International, a tourism research firm.
“This is a milestone year marking the first time Denver surpassed 30 million total visitors and the 11th consecutive year that we have generated record tourism numbers,” said Richard Scharf, president and CEO of Visit Denver, The Convention & Visitors Bureau.
Since Denver voters approved a lodging tax increase in 2005 to fund increased tourism marketing, tourism has grown at nearly three times the pace of the national average, with an increase of 62 percent, compared with 22 percent nationally.
“You are the only client that we have seen with this ongoing trend for such a long time,” said Michael Erdman, senior vice president of Longwoods, which has measured Denver’s tourism economy since 1994.
Overnight visitors drove the 6 percent climb in visitor traffic in 2016, surpassing 2015 totals by nearly 1 million visitors.
Overnight visitors spent 5 percent more money last year than they did in 2015, setting a new tourism revenue record of $5.3 billion.
Leisure travelers who stayed at least one night increased by 7 percent, to 14.7 million, while business travel remained the same.
While 8.3 million leisure travelers were visiting friends and relatives, 6.4 million were considered “marketable,” a label given to those who can go anywhere and choose Denver.
Denver “is moving toward becoming a more national destination,” Erdman said.
“Tourism is a huge economic driver for our city, and we are pleased we have been able to build on our success in driving visitor demand that fills our hotels, restaurants and attractions, while also driving tourism throughout Colorado,” Scharf said.
Increased investment, such as voter-approved expansions to the Colorado Convention Center and National Western Complex, will continue to grow tourism, Scharf said.
Continued improvement in infrastructure, like the University of Colorado A-Line train to the airport, also have helped to keep the upward trend going, Scharf said.
Denver tourism results in 2016:
Total overnight visitors: 17.3 million, up 6 percent
Overnight leisure trips: 14.7 million, up 7 percent
Overnight business trips: 2.6 million, no change
Total spending by sector: Accommodation, $1.57 million; Transportation, $1.05 million; Eating and Drinking, $1.52 million; Retail, $660 million; Recreation, $476 million.
Top feeder states: California, Florida, Texas, Illinois, New York
Top feeder cities: Los Angeles, New York, Chicago, Miami, San Francisco
Top paid attractions: Denver Zoo, Red Rocks Park & Amphitheatre, Denver Art Museum, Denver Botanic Gardens, Buffalo Bill Museum & Grave
