Project Background

Denver has experienced 12 years of sustained tourism growth since 2005, the year when Denver residents approved additional city funds for tourism marketing.  This investment has generated positive returns, and Denver’s leisure tourism has increased 62 percent compared to the national average of 22 percent during this time. In 2017, the city set a new tourism record with 17.4 million overnight visitors who spent a total of $6.5 billion, while supporting over 57,000 full-time jobs. To learn more about how Tourism Pays for Denver, click here.

Despite this success, this is not the time to become complacent in the extremely competitive tourism industry.

The SAG Study

In 2013, the Strategic Advisory Group (SAG) conducted a major study of the Colorado Convention Center. The study interviewed hundreds of meeting planners and analyzed meeting facilities across the country to see what the trends were, what were the changes in the convention industry, and how did Denver stack up against its competition. Read the SAG study here

The SAG study proposed four major improvements to the Colorado Convention Center that would keep the facility competitive for the next 25 years. The four improvement areas were placed on the November 2015 ballot and were approved by Denver residents by a ratio of two to one. The city is now in the process of building new meeting space on the roof of the convention center and adding many new high tech improvements, directly as a result of the SAG study. According to SAG’s analysis, these improvements will result in an additional $100 million of new direct and indirect spending in Denver in future years. Learn more about the Colorado Convention Center expansion here.


The Denver Tourism Roadmap will incorporate principals established by DestinationNEXT, a 2014 international study that collected data from 327 tourism bureaus in 36 countries to develop best practices, practical actions and strategies for destination marketing organizations (DMOs) to help them stay competitive in a changing world. More information can be found here.


Leading the Denver Tourism Roadmap development, InterVISTAS is a management consulting company with extensive expertise in aviation, transportation and tourism. They have successfully delivered projects in over 75 countries around the world and are committed to working collaboratively with clients to apply vision and expertise to achieve results. The Denver Tourism Roadmap team is led by Paul Ouimet and includes Doris Mak, Paul Valle and Jordan Young. Learn more at

VISIT DENVER, The Convention and Visitors Bureau

VISIT DENVER is a private, nonprofit trade association that is responsible for marketing metro Denver as a convention and leisure destination. The Bureau is contracted by the City & County of Denver to act as the official marketing agency for Denver. It is governed by a board of directors, and employs a staff of more than 60 professionals. Find more info about VISIT DENVER here.