DENVER — Today, Governor Polis and the Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), announced that tourism contributed a record $29.2 billion to the Colorado economy in 2025, despite ongoing headwinds. Annual research compiled by Dean Runyan Associates and Longwoods International Travel USA shows that tourism continues to be an important economic driver across Colorado. However, indicators from 2025 and early 2026 continue to suggest that increasing competition, uncertainty related to federal policy changes and weather-related challenges are contributing to slower growth of Colorado's tourism industry.

"Colorado is the best place to live, work, play and visit. Welcoming over 96 million visitors in 2025, Colorado's thriving tourism industry supports our local economies, fosters adventures, and provides every Coloradan and visitors to experience all that our great state has to offer. With our world class outdoor recreation, our breathtaking landscapes, and exciting cities and towns, its no surprise Colorado was a destination for almost 100 million people last year," said Governor Polis.

According to Dean Runyan Associates, the record $29.2 billion in traveler spending represents a modest 2% increase over $28.5 billion in 2024. Tourism also directly supported 187,860 jobs across the state that are dedicated to serving visitors. While this represents a decline of 0.6%, worker earnings rose 1.6% to $10.5 billion.

Travel generated $1.91 billion in state and local tax revenue, an increase of 1.9% over 2024. Additionally, according to Longwoods International Travel USA, visitation to Colorado increased by 1.4%, from 95.4 million visitors in 2024 to 96.8 million visitors in 2025.

"With over 96 million visitors, Colorado's tourism industry proved its resilience in 2025. These numbers demonstrate that Colorado remains a premier destination for travelers, and our focus remains on innovative strategies that enhance our unique visitor experience while ensuring this vital industry continues to drive economic mobility for residents across the state," said Eve Lieberman, Executive Director of OEDIT.

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Competition for travelers and the associated traveler spending is increasing across the U.S. Colorado's 2% growth in visitor spending is consistent with peer states like California, which saw an increase of 1.7%. However, U.S. travel spending grew by 4.2% in 2025, more than double Colorado's growth. Colorado's market share has also continued to decrease, dropping from a high of 2.3% in 2019 to 1.79% in 2025. In addition to increasing competition, 2026 numbers indicate that communities across the state are seeing fluctuations in visitation related to weather-related challenges, including lower than average snowfall and the proximity of wildfires. Some communities, including mountain resort destinations, have experienced seasonal declines in visitation as high as nearly 40% due to these conditions.

"Colorado's tourism industry continues to be a powerful economic driver, contributing a record $29.2 billion to our state's economy in 2025," said Timothy Wolfe, Director of the Colorado Tourism Office. "While the statewide numbers are encouraging, we also recognize that destinations across Colorado are experiencing different challenges—from increased competition to weather-related impacts. We remain committed to working alongside our partners to help communities adapt while continuing to inspire the world to explore Colorado responsibly and respectfully."

Other notable results from the Longwoods International and Dean Runyan Associates studies included:

• Further analysis of the 2% increase in visitor spending shows that after accounting for inflation real growth increased approximately 1.7%. This indicates travelers purchased more goods and services and did not just pay higher prices.
• In 2025, every $1 million in travel-related spending resulted in 6 jobs for the industry.
• The top travel markets for Colorado included Colorado, California, Texas, New York and Florida.
• Denver and the surrounding metropolitan area remained Colorado's largest travel economy at about $14.2 billion, nearly half (48.5%) of all travel spending in the state.
• For 2025 overnight visitors, the average length of stay was 3.3 nights.
• The top activities and experiences for overnight visitors were outdoor and entertainment activities, followed by cultural and sporting activities.
• 22% of travel parties had a member that required accessibility services, notably above the US norm of 17%.

To view the full reports for The Economic Impact of Travel in Colorado 2025 (Dean Runyan Associates) and Colorado 2025 Visitor Research (Longwoods International), visit https://oedit.colorado.gov/tourism-research.

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About the Colorado Tourism Office

The Colorado Tourism Office (CTO) is a division of the Governor's Office of Economic Development and International Trade. The vision of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. For more information about tourism offerings in Colorado and for a free Colorado Official State Visitor's Guide, visit www.colorado.com.

About the Colorado Office of Economic Development and International Trade

The Colorado Office of Economic Development and International Trade (OEDIT) works to empower all to thrive in Colorado's economy. Under the leadership of the Governor and in collaboration with economic development partners across the state, we foster a thriving business environment through funding and financial programs, training, consulting and informational resources across industries and regions. We promote economic growth and long-term job creation by recruiting, retaining, and expanding Colorado businesses and providing programs that support entrepreneurs and businesses of all sizes at every stage of growth. Our goal is to protect what makes our state a great place to live, work, start a business, raise a family, visit and retire—and make it accessible to everyone. Learn more about OEDIT.

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