Colorado’s tourism sector experienced a significant boom in 2024, demonstrating remarkable growth in visitor spending, travel-related employment, and overall economic contributions across the state. This vibrant industry has consistently drawn visitors to its renowned outdoor destinations, propelling the state’s economy to an impressive $28.5 billion in total economic impact.
The year 2024 marked a notable 2.3% surge in Colorado tourism, welcoming 95.4 million visitors, a substantial increase from the previous year’s 93.3 million. This substantial influx was a direct catalyst for over $28 billion in economic activity, significantly bolstering local businesses and fostering job creation. The Colorado travel economy notably supported nearly 188,510 employment opportunities, with more than 4,000 new jobs attributed to the sector, according to recent studies.
Travel spending on accommodations, transportation, dining, and retail proved pivotal to this economic achievement. The Denver metropolitan area alone accounted for almost $13.9 billion in travel-related expenditure, nearly 49% of the state’s total tourism revenue. Regions like the Rockies Playground, encompassing Summit and Eagle counties, also performed strongly, generating $4.4 billion. Despite these robust figures, preliminary data for 2025 suggests a more complex outlook, highlighting key travel industry challenges ahead.
While 2024 concluded on a high note, preliminary statistics for early 2025 indicate marginal decreases, with hotel occupancy down by 2% and revenues from hotel stays seeing a 2.7% reduction through June. Short-term rentals experienced a more pronounced downturn, with occupancy falling by around 10% in the first quarter. Industry professionals attribute these declines partly to heightened competition from other states and uncertainties surrounding changes in federal policy, contributing to the US tourism trends.
A noticeable drop in international tourism was also observed in early 2025, particularly from Canada. This shift stemmed from altered Canadian attitudes towards travel, influenced by concerns over tariffs, political statements, and currency exchange rates. Given that international travelers typically contribute 8-10% of Colorado’s tourism revenue, a continued downturn in this segment could significantly alter the state’s future tourism landscape.
Local visitor demographics also exhibited mixed results amidst broader economic shifts within Colorado. Although the Denver area maintained its lead in spending, the Great West region, including Grand and Routt counties, experienced a 3.2% decline in tourism-related revenue year-over-year. Nevertheless, other regions, such as the Rockies Playground, managed to sustain expansion, albeit at a slower pace than in previous years, showcasing the varied performance of regional visitor demographics.
A significant visitor demographics trend in 2024 revealed a shift towards wealthier, older travelers, with an increasing number of visitors earning over $100,000 annually. This demographic shift has resulted in a higher proportion of high-spending tourists and fewer low-income visitors, with the average age of tourists rising to 42 years old in 2024, up from 41.2 in 2023, impacting Colorado tourism 2024 statistics.
Despite the anticipated challenges for 2025, there remain considerable optimistic aspects for Colorado tourism. The state’s exceptional outdoor dividend factor continues to be a major draw, attracting visitors keen on hiking, backpacking, and exploring national parks. Colorado stands at the forefront of outdoor adventure tourism, with its stunning scenery and national parks drawing thousands of visitors each year, showcasing its inherent appeal to the Colorado travel economy.
Furthermore, Colorado has made commendable strides in accessible travel Colorado, with 23% of overnight trips requiring at least one type of access service, surpassing the U.S. average. The resulting surge in visitor satisfaction underscores the state’s commitment to inclusivity. While 2025 may present a tough year, Colorado’s resilient and diverse tourism product, coupled with strategic marketing and ongoing enhancements in accessibility, positions it well for long-term success. Deliberate planning and continued investment in local communities are crucial for the sector to remain an economic powerhouse, potentially overcoming current struggles and attracting even more visitors in the years to come.
