Colorado is ceding ground to other states as a tourist destination.
Travel spending in Colorado edged up 0.3 percent in 2024 from the prior year, according to the most recent annual report from Dean Runyan Associates and Longwoods International Travel USA. Nationally, travel spending rose 4.2 percent over the same period. The state’s market share slipped from a 2019 high of 2.1 percent to 1.8 percent last year.
People continue to spend heavily in the state’s tourist hot spots, but growth has cooled from the pandemic-era surge as travelers flocked to outdoor destinations. Overall traveler spending in Colorado reached $28.5 billion last year, compared with $28.4 billion in 2023.
The early numbers for this year aren’t encouraging either. Hotel occupancy is down 2 percent through June, according to Colorado’s tourism office. The drop in short-term rental usage, including Airbnbs, is steeper, with occupancy down nearly 10 percent in the first quarter of 2025.
“We recognize that increased competition and uncertainty are impacting communities across our state in varied ways. We are committed to bringing forward innovative ways to mitigate these changes while continuing to inspire the world to explore Colorado responsibly and respectfully,” Timothy Wolfe, the director of Colorado’s tourism office, said in an emailed statement.
Tourism remains a major economic driver for Colorado. Every $1 million in traveler spending created seven new jobs in 2024, according to the report. In total, tourism supported 188,510 jobs statewide.
Here are a few more highlights from the report:
- Visitation to Colorado increased 2.3 percent to 95.4 million travelers, primarily due to more day trips.
- Overnight visitors spent $17.6 billion last year, a 0.4 percent decline from the prior year.
- Overnight casino trips held steady at 1.3 million, down from the 2022 peak of 1.6 million.
- Business travelers spent 7 percent less last year compared to 2023.
- Visitor incomes are skewing higher. In 2024, 23 percent earned between $100,000 and $149,900, up from 18 percent in 2023. Conversely, 31 percent earned less than $49,900, down from 36 percent in 2023.
This article has been carefully fact-checked by our editorial team to ensure accuracy and eliminate any misleading information. We are committed to maintaining the highest standards of integrity in our content.
Katie is a senior who has been on staff for three years. Her favorite type of stories to write is reviews and features. Katie’s favorite ice cream flavor is strawberry.
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