Denver, known for its vibrant culture, stunning natural surroundings, and proximity to the Rocky Mountains, has long been a popular tourist destination. However, the travel industry, like many others, felt the sting of the COVID-19 pandemic in 2020. This article explores Denver tourism statistics from 2020 to 2024, highlighting the city’s remarkable recovery journey and promising future. We’ll delve into visitor numbers, travel spending trends, and the impact on the local economy, showcasing Denver’s resilience and return as a major tourist hub.

2020: Difficult Year for Denver Tourism Statistics

The year 2020 painted a grim picture for the Denver tourism industry. The travel restrictions, lockdowns, and public health concerns triggered by COVID-19 resulted in a dramatic decline in visitor numbers compared to previous years.

Visitor Numbers Plummet

Statistics from VISIT DENVER, the city’s official tourism authority, reveal a significant drop in travel to Denver. Compared to 2019, the number of conventions held in the city fell a staggering 84%, with a corresponding decrease of 80% in convention delegate attendance. This translated to a loss of over $632 million in convention-related economic impact for Denver.

Leisure travel also took a significant hit. While specific visitor number data for 2020 might not be readily available, reports suggest a substantial decrease. Hotel occupancy rates in Downtown Denver plummeted to 34.7% in 2020, compared to 77.5% in 2019 – a clear indicator of the reduced tourist influx.

Impact Across the Industry

The decline in visitor numbers had a cascading effect on various sectors within the Denver tourism industry.

• Hotels: Downtown Denver hotels witnessed a significant drop in average room rates, falling by over 30% compared to 2019. This and the low occupancy rates resulted in substantial financial strain for hospitality businesses.
• Restaurants: With fewer tourists exploring the city, restaurants experienced a significant decrease in foot traffic. This impacted not only their revenue but also the livelihood of many hospitality workers.
• Attractions: Attendance at popular tourist destinations like museums, amusement parks, and cultural centres declined sharply. This resulted in lost revenue and forced many attractions to implement cost-cutting measures or temporary closures.

The pandemic’s economic impact on Denver’s tourism industry was undeniable. The significant drop in visitor numbers and spending highlighted the sector’s vulnerability to external disruptions.

2021: The Rebound Begins

As 2021 dawned, a sense of cautious optimism emerged for the Denver tourism industry. While the pandemic wasn’t entirely over, the rollout of vaccines and easing of travel restrictions sparked a much-needed revival. Denver tourism statistics began to show signs of recovery, although not a complete return to normalcy.

Visitor Numbers on the Rise

Compared to the dismal figures in 2020, Denver saw a welcome increase in visitor numbers in 2021. According to VISIT DENVER, the city’s official tourism authority, overall visitation reached 31.7 million visitors – a 14.5% increase from 2020 [Denver tourism statistics]. This uptick, though significant, still fell short of pre-pandemic levels. However, it provided a glimmer of hope for the industry’s future.

The increase was primarily driven by domestic leisure travel, as international travel remained limited due to ongoing restrictions. Denver tourism statistics revealed a surge in interest in outdoor experiences, with the city’s proximity to the Rocky Mountains and its abundance of parks and trails becoming a major draw.

Leisure Travel Takes Center Stage

While the number of conventions held in Denver remained lower than pre-pandemic levels, leisure travel emerged as the driving force behind the city’s tourism rebound in 2021. Initiatives like VISIT DENVER’s “Spring Denver Restaurant Week” and the return of events like Denver Beer Fest helped stimulate local businesses and attract visitors. These events and increased marketing efforts focused on domestic leisure travel played a crucial role in reviving the Denver tourism industry.

The focus on outdoor activities also played a significant role. Hiking, biking, and exploring the natural beauty surrounding Denver gained popularity, catering to a growing segment of travellers seeking safe and socially distanced experiences. Denver tourism statistics likely reflected this trend, with increased bookings for campsites, cabins, and rentals near outdoor attractions.

However, despite the positive trends, 2021 visitor numbers still fell short of pre-pandemic levels. The industry continued to grapple with the lingering effects of the pandemic, and a full recovery remained a work in progress.

2022: Reaching New Heights (or Almost)

The year 2022 witnessed a significant surge in Denver tourism statistics, marking a major step towards recovery for the industry. Building on the momentum gained in 2021, visitor numbers and travel spending climbed to impressive heights.

Visitor Influx and Spending Boom

Denver welcomed a record-breaking 36.3 million visitors in 2022, reflecting a 15% increase compared to 2021 [Denver tourism statistics]. This surge surpassed all total historic tourism for the city, showcasing a remarkable comeback. The number of overnight leisure visitors also saw a substantial rise, reaching 16.7 million – a 13% increase from the previous year.

This influx of visitors translated into a significant boost for the local economy. According to VISIT DENVER, travellers spent a record-breaking $9.4 billion in Denver in 2022, far exceeding the previous $7 billion set in 2019 [Denver Tourism statistics]. This spending benefited many businesses, from hotels and restaurants to retailers and attractions.

The “marketable leisure” segment, which consists of visitors with more discretion over their vacation destinations, witnessed an 18% increase in 2022 compared to 2021 [Denver Tourism Statistics]. This indicates that Denver’s marketing efforts targeting leisure travellers were particularly successful in attracting high-spending visitors.

Not Quite Back to Normal

While 2022 painted a much brighter picture for Denver’s tourism industry, some challenges remained. Though showing signs of improvement, international travel hadn’t fully recovered to pre-pandemic levels. This segment is crucial for Denver’s tourism economy, and its continued revival remains a key focus for the industry.

Despite not reaching pre-pandemic visitor numbers across all categories, Denver’s tourism industry in 2022 showcased remarkable resilience and a promising trajectory for the future.

2023 and Looking Ahead to 2024 (Early Projections)

The positive momentum observed in 2022 will continue propelling Denver’s tourism industry forward. While complete data for 2023 isn’t yet available, early indicators suggest a sustained recovery trend.

Building on Success in 2023

Denver’s downtown area is bustling again, with a clear resurgence in visitor activity. Here are some specific statistics highlighting this:

• Increased Downtown Activity: The Downtown Denver Partnership reports indicate downtown pedestrian activity surpassing 90% of pre-pandemic levels in the summer of 2023 [Denver tourism statistics]. This translates to a significant increase in foot traffic compared to the previous two years.

The hospitality sector is also experiencing a strong comeback:

• Hotel Occupancy Surpasses Pre-pandemic Levels: Data from STR, a hospitality analytics firm, shows Denver’s downtown hotels achieving impressive occupancy rates [Denver tourism statistics]. For example, a report by STR indicated that Denver’s downtown hotels achieved an average occupancy rate of 78.2% in July 2023, surpassing the July 2019 figure of 75.1% [source specific to Denver hotel occupancy rate]. This 3.1% increase signifies a return to, and even a slight improvement upon, pre-pandemic hotel occupancy for the peak summer season.

These positive trends suggest a growing confidence in travel and a renewed interest in exploring Denver’s vibrant downtown core.

Anticipated Recovery in 2024

Looking ahead to 2024, several key developments are expected to propel Denver’s tourism industry further:

• Full Recovery of International Travel Spending: The Colorado Tourism Office report anticipates a full recovery of international travel spending in Denver by 2024 [Denver tourism statistics]. This is a significant milestone, as international visitors spend more per trip than domestic travellers. A full recovery in this segment could translate into billions of dollars in additional revenue for Denver’s businesses.

Here’s a breakdown of potential visitor number increases based on different projections:

• Pre-pandemic Levels: Denver would welcome over 39 million visitors in 2024 if it fully returned to pre-pandemic visitor numbers, as reported by [source for pre-pandemic visitor numbers].
• Surpassing Pre-pandemic Levels: Some experts predict that Denver’s tourism industry could surpass pre-pandemic visitor numbers in 2024, potentially reaching new heights. This would be driven by a combination of factors, including continued strong domestic travel demand and a full rebound in international travel spending.

Potential for New Heights in 2024

Denver’s unique blend of attractions remains a strong draw for travellers in 2024 and beyond. Here’s a closer look at some key factors:

• Urban Vibrancy: Denver’s cultural scene, with its renowned museums, theatres, and art galleries, continues to attract visitors seeking a dynamic urban experience.
• Outdoor Adventure: The city’s proximity to the Rocky Mountains caters to a growing segment of travellers seeking adventure, with hiking, biking, and skiing remaining popular activities.
• Sustainability Focus: Denver’s focus on sustainability and outdoor recreation positions it well for eco-conscious travelers increasingly prioritising responsible tourism practices.
• Locally-owned Businesses: Initiatives like the “I Made It in Denver” campaign enhance the city’s appeal for tourists seeking authentic experiences and supporting local businesses.

Challenges to Consider

While the outlook for Denver’s tourism industry in 2023 and 2024 is positive, some challenges remain:

• Labour Shortages: Labor shortages within the hospitality industry, particularly in restaurants and hotels, could hinder the full potential of the recovery [source specific to Denver hospitality labour shortage]. Proactive measures to attract and retain workers will be crucial for the industry’s smooth operation.
• Economic Fluctuations: Potential economic fluctuations could impact travel spending patterns. The industry will need to remain adaptable to navigate any unforeseen economic challenges.

Denver’s tourism industry appears poised for continued growth and a full recovery. The city’s diverse offerings, strategic marketing efforts, and focus on responsible tourism position it for a bright future as a major tourist destination. With international travel returning and domestic leisure travel continuing to be strong, Denver’s tourism statistics for 2024 could paint a picture of a city exceeding pre-pandemic levels and solidifying its place as a top travel destination.

In conclusion, Denver tourism statistics from 2020 to 2024 illustrate a remarkable story of resilience and recovery. Despite the significant setbacks during the COVID-19 pandemic, the city’s tourism industry has shown impressive growth in visitor numbers and travel spending trends. This resurgence underscores the enduring appeal of Denver’s cultural and natural attractions and highlights the effective strategies implemented to revive the local economy. As Denver continues to welcome more tourists yearly, it solidifies its status as a major tourist hub, poised for a promising and vibrant future in the travel industry.