The Roadmap was created through a year-long community-wide process whereby tourism experts studied competitive cities, interviewed elected officials, surveyed more than 1,000 residents, visitors and meeting planners, met with local cultural and tourism officials and cultural ambassadors, and evaluated worldwide tourism industry trends.
Denver is America’s leading outdoor city, known to visitors for its urban, active, and cultural experiences.
Guided by this vision, the resulting plan identified key tourism goals with more than 70 initiatives to be achieved over the next decade.
The Roadmap also includes quantitative targets to increase overnight visitors and grow visitor spending. In 2016, Denver marked its 11th consecutive year of tourism growth by welcoming a total of 31.5 million visitors, an 11% increase from 2015. Of these total visitors, 17.3 million were overnight visitors, a 6% year-over-year increase. Spending in 2016 by overnight visitors was $5.3 billion, increasing 5% from the prior year.