Tourism

Denver tourism to grow to 31 million visitors in 2021

– Leisure time travel shows high returns amid ongoing struggles in the business travel sectors –

DENVER, June 22, 2022 /PRNewswire/ — Denver received 31.7 million visitors in 2021, offsetting most of the losses incurred during the height of the COVID-19 pandemic in 2020. Growth was particularly strong in the domestic nightlife market, while growth in the business travel segments was stable. , and the absence of an overseas international market last year shows that the industry is in Denver and across the country — there are still ways to catch up with the benchmark 2019. However, the numbers are cause for cautious optimism as travelers hit the road in large numbers last year and spent about the same as before COVID-19. . Travel spending for all visitors to Denver in 2021 reached $6.6 trillionnumber close to record 7 trillion dollars spent in 2019.

The new data is part of Longwoods International’s 2021 annual visitor profile survey. Longwoods has been studying visitors to Denver since 1994 and conducts research that provides a standard visitor tracking tool for many of the country’s popular tourist destinations.

Longwoods also looked into the impact of VISIT DENVER’s marketing efforts, demonstrating strong ROI for the key summer 2021 travel season.

“This year’s report really illustrates the wild ride we experienced last year,” said Richard Scharf, President and CEO of VISIT DENVER. “In many ways, travel has done its job in 2021, creating billions in spending for local businesses, generating millions in state and local taxes, and supporting tens of thousands of jobs.”

Night visits from the leisure market were particularly strong in 2021, reaching 14.8 million, up 27% from 2020, including a 26% increase from “market” visitors, the main focus of VISIT DENVER’s promotional efforts . The total number of overnight visits, which combine leisure and business travel, reached 16.6 million, up 24% from 2020. Denver’s total visits, including day and night trips, reached 31.7 million visitors in 2021, up 14.5% from 2020. Overnight business trips increased by a modest 3% in 2021 to 1.8 million.

Spending by overnight visitors increased in 2021 to $5.5 trillionwhich is 29% more than in 2020. Among all categories of travelers, business travelers spend the most on $173 per day, followed by leisure market goers in $158 in a day.

“Tourism continues to be a key driver of our city’s economy and we’re excited to see travel demand coming back,” Scharf said. “However, these results came before the current headwinds we are facing, from the Omicron wave earlier this year, the sharp increase in travel spending, continued softness in the group and business travel market, and the delay in the return of international visitors in 2023. .”

Longwoods International also conducted a return on investment (ROI) study for VISIT DENVER’s 2021 summer advertising campaign, the largest of the year. The study revealed some…

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