Go to Denver, the official tourism gross sales and advertising and marketing company of the Metropolis of Denver, introduced that Denver tourism grew in 2025 over the earlier yr, with will increase in line with U.S. averages. In 2025, Denver welcomed 37.6 million home guests and generated $10.5 billion in tourism spending, each of which symbolize data for town and considerably eclipse earlier excessive water figures. The brand new knowledge comes from Longwoods Worldwide.
“Tourism is significant to Denver’s economic system, and final yr was sturdy, with document numbers of tourists to the Colorado Conference Heart, the opening of the brand new sixteenth Avenue, a packed occasions calendar and way more. We’re happy to see that 2025 numbers are barely larger than 2024 and that Denver tourism progress was in step with nationwide averages,” mentioned Richard W. Scharf, president and CEO of Go to Denver. “We’re proud that Denver delivered such a strong efficiency regardless of final yr’s financial headwinds and regardless of sure customer segments, notably in a single day enterprise vacationers, which haven’t but recovered to pre-pandemic ranges. We’re equally proud that the tourism trade supported 73,200 jobs within the metro space final yr and generated tens of millions in state and native taxes. Tourism saved each family in Denver practically $1,850 in taxes final yr.” (Employment and tax financial savings figures, supply: Dean Runyan Associates 2025 Financial Impression of Journey Research)
The variety of in a single day guests reached 20.1 million, producing $8.7 billion in spending, each representing a slight enhance from 2024. The variety of in a single day leisure guests reached a brand new document of 17.9 million, a specific brilliant spot, up 3% from 2024 and strengthening Denver’s enchantment.
Longwoods Worldwide supplied Denver customer knowledge by way of their annual customer profile survey, which they’ve performed for Denver since 1993. High tourism locations from throughout the nation and world wide depend on Longwoods’ analysis and peer-reviewed methodology to supply standardized customer monitoring instruments.
“The 2025 examine reveals that Denver stays profitable in key areas of the customer market, particularly in comparison with its pre-Covid growth of 2019, with whole guests up 18% since then and in a single day spending up 46%. Surpassing the degrees of the blockbuster 2023 yr is a win, particularly as US vacationers have been extra prone to think about international visits as a result of energy of the US greenback final yr,” mentioned Amir Eylon, president and CEO of Longwoods Worldwide. “Denver’s distinctive positioning as a ‘better of each worlds’ vacation spot, with its many thrilling metropolis experiences and the enchantment of Colorado’s Rocky Mountains, continues to resonate with vacationers in search of distinctive, memorable trip experiences.”
The examine confirmed that Denver stays a year-round vacation spot, with in a single day stays unfold evenly all year long, with a slight desire for summer season. Denver noticed 22% of tourists within the first quarter, 27% within the second quarter, 28% within the third quarter and 24% within the fourth quarter (numbers could exceed 100% as a result of rounding). The info reveals that vacationers from throughout the nation are visiting the nation in larger numbers, with 82% of vacationers coming from out of state, a 7% enhance from 2024.
The info additional confirmed how important Denver Worldwide Airport and its air providers are to Denver’s continued sturdy tourism traits. In 2025, 42% of in a single day guests to Denver arrived by aircraft, in comparison with the nationwide common of simply 28%. The airport, in addition to Go to Denver’s partnership with the Colorado Tourism Workplace, are important to Denver’s place as a vacation spot and gateway to the remainder of the state, with in a single day Denver guests spending a median of two.8 nights, or practically 70% of their journey, in Denver, with the rest staying in different components of the Centennial State.
A separate Return on Funding (ROI) examine from Longwoods Worldwide confirmed particular, measurable outcomes from Go to Denver’s focused Spring/Summer time 2025 marketing campaign, the group’s largest marketing campaign of the yr. That investigation discovered that the marketing campaign was immediately liable for:
3.6 million incremental journeys
$1.6 billion in further spending
$180 million in further state and native taxes, together with practically $134 million in taxes for Denver alone
Mixed, these outcomes present an ROI of $219 in further spend and $25 in further taxes for each $1 spent on promoting.
Key knowledge from the 2025 customer survey
Denver welcomed a document 37.6 million guests in 2025: 20.1 million in a single day guests and 17.6 million day guests
In 2025, the variety of in a single day leisure guests reached a document 17.9 million. That features a document 9.7 million “marketable” guests, those that responded most to Go to Denver’s advertising and marketing and promoting. This determine represents a rise of 12% in comparison with 2024
Denver guests spent a document $10.5 billion in 2025, together with practically $8.8 billion on in a single day guests and one other $1.7 billion on day customer spending
The highest 4 states with in a single day journey to Denver in 2025, exterior of Colorado, have been:
California
Texas
Illinois
Florida
The highest 5 cities from exterior Colorado that despatched in a single day guests to Denver in 2025 have been:
Los Angeles
New York
Dallas-Ft. Price
Chicago
Houston
Observe: These are all Go to Denver promoting markets
Denver’s tourism trade is gearing up for one more nice conference yr and a robust summer season tourism season due to a packed slate of festivals, live shows, sporting occasions and out of doors experiences that proceed to attract guests to the Mile Excessive Metropolis. Signature summer season occasions embody Outdoors Days, a three-day celebration of out of doors tradition and journey in downtown Denver; Denver PrideFest, which takes over sixteenth Avenue and applications all through June; and the Cherry Creek Arts Pageant, which celebrates its thirty fifth anniversary this summer season. Sports activities additionally stay a significant driver of tourism, with Colorado Rockies, the Colorado Rapids’ thirtieth anniversary season, Denver Summit FC’s inaugural season and main occasions such because the Rugby Nations Cup and Savannah Bananas matches bringing followers to town all summer season lengthy.
Denver’s arts and leisure scene additionally continues to face out, led by the Pink Rocks Amphitheater’s eighty fifth anniversary celebration. The long-lasting venue’s summer season live performance lineup contains main artists from quite a lot of genres, whereas further out of doors live performance collection and film nights all through town supply guests the chance to expertise Denver tradition in a novel out of doors setting. This summer season additionally coincides with Colorado’s one hundred and fiftieth anniversary, with Historical past Colorado Heart that includes “Moments That Made Us,” a significant exhibit that includes 40 iconic artifacts, from Washington’s tracks to Jackie Robinson’s bat and Apollo 11 moon rocks, and the “Freedom Aircraft Nationwide Tour: Paperwork That Cast a Nation,” a touring exhibit celebrating 250 years of American independence.
Along with occasions, Denver’s mixture of city vitality and easy accessibility to out of doors recreation makes it an particularly enticing summer season vacation spot for households and vacationers. Guests can discover town’s walkable neighborhoods, Michelin-recognized eating places and patios, in addition to discover 5,000 acres of conventional inexperienced areas or journey within the close by Rocky Mountains. Household-friendly sights such because the Denver Zoo Conservation Alliance, the Denver Museum of Nature & Science, Downtown Aquarium and Elitch Gardens add to town’s enchantment, whereas Denver’s 300 days of sunshine make out of doors actions a centerpiece of the summer season journey expertise.