Denver Tourism Sets New Records in 2013

Denver set new tourism records in 2013 with visitor spending increasing 12 percent over 2012 to top $4 billion for the first time. The numbers are according to the Longwoods International annual visitor profile study, a report commissioned by Visit Denver, The Convention & Visitors Bureau.

Denver also saw a record number of overnight visitors in 2013, with 14 million vacationers and business travelers coming to the city, up 3 percent over 2012. The increase came mainly from “marketable” leisure travelers. These are defined as people who could travel to any destination, but specifically chose to visit Denver. “Marketable” visitors increased 13 percent in 2013 to a record high of 5.5 million visitors.

“Marketable” visitors are more desirable because they spend an average of $113 a day, versus vacationers visiting friends and relatives, who spend just $68 a day. Business travelers spend the most at $126 a day.

“It’s exciting to see that our marketing efforts are working and we are continuing to drive new lucrative ‘marketable’ visitors to Denver,” said Richard Scharf, president & CEO of Visit Denver. “Tourism and conventions don’t just happen. The Longwoods study allows us to see that since 2005 when voters approved more marketing dollars for Denver, we have seen a 48 percent increase in the number of leisure visitors coming to our city,” Scharf said.

Key highlights include:

• Denver welcomed a record 14 million overnight visitors in 2013, up 3 percent over 2012.
• Overnight visitors spent a record $4 billion in 2013, 12 percent more than 2013, with $3.16 billion spent by leisure visitors (up 14 percent over 2012) and $845 million spent by business travelers (up 4 percent over 2012).
• All five of the major business sectors connected to travel and tourism saw an increase in spending in 2013. Denver visitors spent more than $1.1 billion in Denver hotels and other lodging establishments, and $796 million on food and beverages.
• Expenditures by visitors on gas, car rentals and other local transportation purchases topped $1.1 billion. Purchases at retail stores was $549 million, while vacationers and business travelers spent $373 million on the city’s paid attractions and other recreational and sightseeing activities.
• On average, the biggest spenders are business travelers, who spent $368 per trip; followed by marketable leisure visitors who spent $293 per trip, then followed by people visiting friends and relatives, who spent $249.
• Vacationers spent an average of 3.2 nights in the city, down slightly from 3.4 nights in 2012. Business travelers stayed 3.8 nights, about the same as in recent years.
• Just under 3 in 10 leisure travelers were first-time visitors to Denver, about the same as last year. Marketable visitors were more likely to be “first-timers.”
• Colorado saw a 5 percent increase in visitors in 2013, attracting a record 27.1 million vacationers.
• Denver’s image improved greatly in 2013. Just over 7 in 10 visitors agreed strongly that Denver is a place they would “really enjoy visiting again.”
• Denver’s image in 2013 scored higher than in 2012 for ease of getting around; nightlife and entertainment scene; the sense of excitement; offering famous landmarks; the arts scene (including theatre, galleries and museums); and offering interesting festivals and events.

www.visitdenver.com