Facts on Colorado Tourism Growth

Indigenous Acknowledgment of the Southern Ute Indian Tribe, the Ute Mountain Ute Tribe, and 48 contemporary tribes with historic ties to Colorado.

Colorado’s tourism industry reached new heights in 2023, driven by $28.2 billion in travel spending and 93.3 million visitors. According to the latest annual research from the Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), the state experienced a 3.9% increase in travel spending and a 3.6% rise in visitation compared to 2022.

Governor Polis celebrated the state’s outdoor recreation, vibrant communities, and rich cultural heritage as key factors in attracting millions of visitors, strengthening local economies across Colorado. Employment tourism surged, with 9,450 new jobs created, and state and local tax revenue climbed to $1.8 billion, underscoring the industry’s significant economic impact.

CTO Director Timothy Wolfe highlighted the contributions of Denver and the Front Range while emphasizing plans to attract more international visitors and support destinations statewide. The 2023 reports also revealed that 85% of overnight travelers were repeat visitors, reflecting Colorado’s enduring appeal. The CTO’s Destination Stewardship Strategic Planning Initiative aims to balance residents’ quality of life with enriching visitor experiences, fostering sustainable growth for Colorado’s tourism sector.

More Facts:

1. Travel Spending: In 2023, Colorado saw $28.2 billion in travel spending, a 3.9% increase from $27.2 billion in 2022.
2. Visitor Increase: The number of visitors to Colorado grew by 3.6%, from 90 million in 2022 to 93.3 million in 2023.
3. Economic Boost: State and local tax revenue from tourism reached a combined $1.8 billion in 2023, marking a 5.7% increase from the previous year.
4. Employment Growth: Tourism directly generated approximately 9,450 new jobs in 2023, bringing the total to 187,710 jobs, a 5.3% increase from 2022.
5. Sector Growth:

• The Accommodations and Food Services sector added 3,320 jobs, a 3.3% increase.
• The Arts, Entertainment, and Recreation sector saw an 8.7% increase, creating 3,760 jobs.

1. Overnight Business Trips: These trips increased by 7% from 2022.
2. Top Activities: For overnight visitors in 2023, the top three activities were shopping, sightseeing, and attending celebrations.
3. Repeat Visitors:

• 85% of overnight travelers were repeat visitors in 2023.
• 62% of overnight travelers had visited Colorado in the past 12 months.

1. Average Stay: The average length of stay for overnight visitors was 3.5 nights in 2023.
2. Direct Earnings: Direct travel-generated earnings grew by 13.3%, from $8.7 billion in 2022 to $9.9 billion in 2023.
3. Earnings in Accommodation & Food Services: These earnings increased by 7.9%, from $4.1 billion to $4.4 billion.
4. Denver Region Spending: Travelers spent approximately $13.9 billion in the Denver region in 2023, accounting for 49.3% of the statewide total.
5. Destination Stewardship: Launched in May 2023, the Destination Stewardship Strategic Planning Initiative focuses on balancing residents’ quality of life with the visitor experience and environmental, cultural, and community enhancement. The plans will be available in September 2024.
6. Full Reports: For more details, view the full reports:
   • Colorado Travel Impacts 2023 (Dean Runyan Associates)
   • Colorado Travel Year Report 2023 (Longwoods International)
   • https://oedit.colorado.gov/tourism-research