In 2016, VISIT DENVER engaged InterVISTAS to create the Denver Tourism Roadmap, a study that looks at all aspects of Denver as a tourism destination. This first-of-its-kind study for Denver provides a smart growth strategy to drive demand for new tourists while enhancing the quality of life for residents. The Roadmap provides guidance to the City of Denver, VISIT DENVER, private investors and other community stakeholders, showing where there are opportunities to help grow conventions and leisure tourism visitor business to the Mile High City over the next decade. Click here to stay up to date on the progress of the roadmap.

Community Engagement

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.

Vision Statement

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.

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The Roadmap also includes quantitative targets to increase overnight visitors and grow visitor spending. In 2018, Denver welcomed a total of 31.4 million visitors, an 11% increase from 2015. Of these total visitors, 17.3 million were overnight visitors who spent $5.6 billion, matching 2017 records.

2018 Stats and 2025 Goals