Wednesday, June 18, 2025
In a surprising twist that’s turning heads across the travel world, Denver has officially joined the ranks of New York City, Miami, and Las Vegas, drawing in a staggering thirty-seven million one hundred thousand domestic visitors in 2024. Yes, you read that right—Denver, the US metropolis now sits shoulder to shoulder with the biggest tourism powerhouses in America.
But what does this really mean? And how did Denver, this US City once seen as just a gateway to the mountains, rise to compete with legendary giants like Miami and Las Vegas?
This new update reveals more than just numbers—it tells a story of transformation, bold marketing moves, and a tourism scene that has exploded with life. Denver didn’t just grow—it leapt into the spotlight with purpose. And it’s not backing down.
Meanwhile, cities like New York City and Miami continued to dominate, but Denver matched their energy, offering travelers something fresh: urban adventures blended with mountain magic.
As a result, the travel industry is watching closely. Thirty-seven million one hundred thousand visitors aren’t just statistics—they represent momentum, emotion, and a serious shift in where Americans want to go.
This story goes beyond charts. It’s about how Denver disrupted the top-tier tourism club—and what that means for the future of US travel. Curious? You should be. The full picture is more thrilling than you think.
Denver’s Tourism Defies the Odds in 2024, Matching Record-Breaking 2023 With Billions in Visitor Spending and a Surge in Marketable Trips
Denver has proven itself more than just a gateway to the Rocky Mountains—it’s now one of America’s most resilient and attractive destinations for domestic travel. In 2024, the city held its ground with a staggering 37.1 million domestic visitors, matching its record-breaking 2023 performance and pulling in an astounding $10.3 billion in tourism spending. At a time when travelers leaned toward international adventures, Denver stayed on the map—and on their minds.
This wasn’t just luck. It was strategic marketing, authentic experiences, and the magnetic blend of urban excitement and mountain escape. And the data proves it.
A New Peak: Marketable Trips Hit an All-Time High
While many cities struggled to maintain traveler engagement, Denver broke new ground. Marketable trips, a vital category that represents visitors open to tourism promotions, soared 14% year-over-year, reaching an unprecedented 8.7 million.
This sharp increase signals that Denver’s messaging is not just resonating—it’s converting. These aren’t random visitors. These are people actively influenced by campaigns, making intentional choices to spend in Denver.
Every trip in this category represents a direct return on investment, and that ROI is surging.
Billions in Spend: Where the Money Went
Tourism dollars touched nearly every corner of the metro economy:
- $3 billion in local transportation
- $2.5 billion on lodging
- $1.5 billion in restaurant, food, and beverage
- $1 billion in retail purchases
- $735 million on recreation and entertainment
This economic activity supported 73,500 jobs across the region. From hotel staff and airport workers to restaurant servers and retail employees, the tourism industry continues to anchor Denver’s employment base.
What’s even more impressive? More than 57% of shoppers spent at locally-owned businesses, well above the national average of 48%. Visitors aren’t just spending—they’re supporting Denver’s community fabric.
Overnight Travel Steady, Repeat Visits Rising
Overnight visitors—the lifeblood of any tourism economy—totaled 19.8 million, nearly identical to 2023’s high. Leisure travelers made up 17.4 million of those stays, again signaling a powerful connection to Denver’s destination appeal.
Even more telling is traveler loyalty. A massive 80% of overnight visitors in 2024 were repeat travelers, a stunning figure that highlights Denver’s emotional resonance. This is not just a bucket-list stop. It’s a city people return to—again and again.
Denver Airport’s Strategic Power in the Tourism Boom
No other regional factor played a bigger role in this tourism triumph than Denver International Airport (DIA). In 2024, 36% of overnight visitors arrived by plane—far above the national average of 24%.
Denver is winning not only as a final destination but as a central gateway to Colorado’s natural wonders. Visitors averaged 2.7 nights in the city, spending nearly 70% of their Colorado trip in Denver. DIA’s strategic air service offerings and ongoing partnerships with the Colorado Tourism Office have been vital to this success.
Attraction Highlights: A Destination That Offers It All
Visitors came for more than just pretty views. Denver offers an unbeatable menu of arts, sports, shopping, and cultural attractions.
Top visitor destinations included:
- Cherry Creek Shopping District
- 16th Street Mall and LoDo Historic District
- Red Rocks Amphitheatre and the Denver Art Museum
- Denver Zoo, Meow Wolf, and the Downtown Aquarium
- Sporting events like Broncos, Nuggets, Rockies, and Avalanche games
No matter the season, Denver keeps visitors engaged, entertained, and emotionally invested.
Seasonal Appeal: A Year-Round Draw
Unlike cities with short-lived travel booms, Denver thrives across all four seasons. In 2024, the flow of visitors remained evenly distributed:
- Q1: 22%
- Q2: 26%
- Q3: 28%
- Q4: 23%
This year-round appeal allows for consistent business across hotels, attractions, and restaurants—stabilizing revenue even during slower national travel periods.
Top Origins: Who’s Coming to Denver—and Why That Matters
Denver’s biggest visitor base outside Colorado came from Texas, California, Florida, and Arizona—with Los Angeles, New York, Dallas-Ft. Worth, Phoenix, and Chicago leading as source cities.
These are high-value markets, all targeted by Visit Denver’s advertising campaigns. And they’re delivering results.
More importantly, travelers from these cities tend to spend more, stay longer, and return more frequently. Their loyalty matters—and the marketing is working.
Advertising That Converts: Measurable Campaign Results
A separate ROI study on Visit Denver’s 2024 spring/summer campaign shows the promotional efforts are more than just flashy ads. They’re driving real economic results:
- 3 million incremental trips
- $1.3 billion in new spending
- $143 million in new taxes (including $106 million for Denver)
For every dollar spent on advertising, the return was $217 in spending and $24 in tax revenue. This kind of impact is rare—and highly replicable.
The Road Ahead: Challenges and Strategy Shifts
As forecasts suggest American travelers may scale back spending for summer, Visit Denver is already strategizing. The focus? Expand international inbound travel, especially from key markets like Canada, where partnerships are being fortified.
Denver must continue to stand out amid rising competition from both domestic and international destinations. However, its dual appeal—urban sophistication and outdoor access—positions it as a one-of-a-kind contender.
A Tourism Titan That’s Here to Stay
Denver’s 2024 tourism story is one of resilience, reinvention, and reward. While other cities caught up to pre-Covid levels, Denver held steady, matched records, and created real economic momentum.
It didn’t just survive a turbulent travel year—it thrived. With data-driven strategies, year-round offerings, and deeply loyal visitors, Denver has earned its place as a top-tier U.S. destination.
Now, the only question is: how much higher can the Mile High City go?
From theme parks to skyscrapers, U.S. cities drew millions in 2024. But where did all the tourists come from—and why do they keep coming back?
America’s Tourism Titans: The Cities That Captivated the World in 2024
Travel came roaring back in 2024—and no one did it better than five iconic U.S. cities. Each one turned up the volume on its charm, culture, and convenience, luring millions of tourists from across the globe. But behind the headlines and impressive numbers lies an even more fascinating story: who’s traveling, why they chose these destinations, and what this means for the future of travel.
From theme park thrills to neon lights, beach vibes to Broadway shows, here’s a deep dive into America’s top five most-visited cities in 2024, along with the international hotspots fueling their success.
Orlando, Florida – 75.3 Million Visitors
Orlando wears the crown as America’s tourism capital—and it’s not even close. With Walt Disney World, Universal Orlando, and a year-round sunny forecast, the city drew a staggering 75.3 million visitors in 2024. What makes it especially impressive? Much of that growth came even as U.S. tourists faced tighter budgets.
International visitors were a crucial piece of the puzzle. Canada led the charge with over 1.29 million travelers, followed closely by the United Kingdom with 908,000 arrivals. Brazil, Mexico, and Colombia also sent waves of vacationers, many visiting for extended family vacations or multi-park getaways.
In a year where families reconsidered long-haul trips due to inflation, Orlando’s packaged experiences and multiday value offerings kept it on top. With every new coaster and magical hotel opening, this city proves it’s not just surviving—it’s still dreaming big.
New York City – 64.3 Million Visitors
The city that never sleeps kept its tourism engine running hot in 2024. New York City welcomed over 64 million visitors, with its blend of iconic landmarks, world-class dining, and endless entertainment.
The United Kingdom led foreign arrivals, with well over a million British tourists exploring Manhattan’s streets and boroughs. Canada, Mexico, France, and Brazil also played starring roles in NYC’s visitor success, with increasing foot traffic from China and Australia rounding out the mix.
What’s unique about NYC’s crowd? Nearly 80% are repeat visitors. That loyalty says it all. The Big Apple doesn’t just impress—it lingers in memory, calling travelers back time and time again.
Los Angeles, California – 49.1 Million Visitors
Los Angeles dazzled in 2024 with a blend of stardust and cultural depth. Hosting 49.1 million visitors, the city balanced global appeal with strong domestic traffic, thanks to events, film tourism, and expanded air service.
Mexico sent the most visitors, clocking in around 1.79 million arrivals, with Canada, China, Australia, and the UK also deeply invested in California’s entertainment capital.
Tourists weren’t just hitting up Hollywood Boulevard—they were digging into neighborhood food tours, beach stays in Santa Monica, and hikes with city views. L.A.’s diverse experiences, paired with globally connected airports, made it a go-to for both bucket-list dreamers and seasoned travelers.
Las Vegas, Nevada – 41.7 Million Visitors
Las Vegas isn’t just a gambler’s paradise—it’s now a full-blown global entertainment hub. In 2024, it attracted 41.7 million visitors, powered by an unstoppable mix of concerts, residencies, sports events, and adult playgrounds.
While many U.S. cities lean on their own region for growth, Vegas went all in on international reach. Canada led with 1.42 million visitors, followed closely by Mexico (1.19 million), the UK, Australia, and Germany.
Its appeal? Convenience meets escape. Just a few hours’ flight and you’re in a completely different universe. The growth of international arrivals in 2024 shows that even in a competitive global travel market, Vegas keeps rolling the dice—and winning.
Miami–Miami Beach, Florida – 28 Million Visitors
Miami and Miami Beach offered the world a sun-soaked welcome in 2024, drawing 28 million visitors. Latin America continued to be the heartbeat of the city’s tourism base.
Colombia, Brazil, and the UK were Miami’s top sources of international guests, with Colombia showing a notable 8% year-over-year increase. The city’s ease of access, especially through Miami International Airport, made it a favorite for short getaways and long escapes alike.
Art Deco vibes, beach parties, Caribbean cuisine, and upscale shopping created a blend few cities could match. As American travelers explored overseas and global travelers sought culturally rich sun destinations, Miami stood perfectly in the middle.
Global Tourists, Local Impact
These five cities didn’t just rake in numbers—they made a global impression. And behind the travel success are real, local results:
- Thousands of new jobs in hospitality, retail, and transport
- Record-breaking tax revenues helping fund public services
- Major airport expansions and airline partnerships
- Renewed investments in museums, parks, and cultural centers
Cities like Orlando and Las Vegas benefitted from North American proximity, while NYC, L.A., and Miami turned to long-haul markets to balance shifting demand.
Welcome to Denver — Where Urban Energy Meets Mountain Soul
Perched at exactly 5,280 feet above sea level, Denver, the Mile High City, is where cosmopolitan style meets rugged adventure. It’s a city that does things differently—not just because it’s a gateway to the Rockies, but because Denver itself is a destination that surprises you at every turn.
You’ll come for the clean mountain air, maybe a Rockies game or a Red Rocks concert. But you’ll stay for the small-batch coffee shops, the art alleyways in RiNo, and that crisp Colorado sunshine that refuses to quit. Denver has soul, swagger, and scenery—and it’s ready to show you a great time.
Let’s unpack your insider’s guide to making the most of Denver in 2024.
Where to Stay: Sleek, Chic, or Charming
Denver’s hotel scene has evolved into a showcase of style, comfort, and personality.
If you’re all about location and a little luxury, The Crawford Hotel at Union Station is your anchor. Inside the city’s most iconic transport hub, this boutique property mixes turn-of-the-century architecture with sleek, modern finishes. Bonus: the station houses a slew of restaurants, a bar, and even a bookstore—all within arm’s reach.
Prefer artsy vibes? Head to The Ramble Hotel in the River North Art District (RiNo). With velvet furniture, exposed brick, and a built-in speakeasy-style bar (Death & Co.), it’s a favorite among creatives and cocktail lovers.
Want something more relaxed and residential? The Maven Hotel at Dairy Block mixes playfulness with craft—a perfect spot to walk out your door and explore one of Denver’s trendiest micro-districts.
What to Do: Culture, Coffee, and Colorado Air
Denver is a four-season city with something for everyone, and it’s just as appealing on a snowy afternoon as it is during a summer festival.
Explore the Arts
Start at the Denver Art Museum, a stunning space that showcases Indigenous works, contemporary pieces, and international exhibits. Then wander to the nearby Clyfford Still Museum, a modernist haven where you’ll never battle crowds.
If music is your thing, check the calendar at Red Rocks Amphitheatre, just 25 minutes west. Whether it’s a sunrise yoga class or a high-energy concert under the stars, Red Rocks is a spiritual experience. There’s no place on earth quite like it.
Shop and Stroll
Denver’s neighborhoods each have a distinct vibe. LoDo (Lower Downtown) is your go-to for history and high-end bars, while Larimer Square mixes string-light charm with luxury boutiques and acclaimed restaurants.
For edgy art, craft breweries, and Instagram-worthy murals, make time for RiNo. This neighborhood is exploding with creativity—come hungry and curious.
Eat & Drink: Local, Lively, and Full of Flavor
Denver’s food scene is more than green chili and bison burgers—though those are worth trying too. It’s a culinary playground of mountain flavors, locally sourced ingredients, and global inspiration.
Start your day at Snooze, a brunch favorite with lines out the door (worth the wait for pineapple upside-down pancakes or breakfast tacos). Grab an afternoon latte at Little Owl Coffee, or a high-altitude cold brew from Novo Coffee.
For dinner, splurge at Tavernetta, where Italian excellence meets Rocky Mountain warmth right beside Union Station. Looking for something more relaxed? Work & Class in RiNo serves bold Latin and American fusion dishes in a fun, industrial-chic setting.
And you can’t leave Denver without visiting at least one brewery. Try Wynkoop Brewing, a Colorado classic, or head to Odell Brewing RiNo Brewhouse for experimental small-batch pours. Craft beer is serious business here.
Adventure Beyond the City
One of Denver’s biggest perks is that you don’t have to choose between urban and outdoor. In a single day, you can sip a rooftop cocktail and hike a mountain trail.
Rent a car and head to Golden, a charming small town just 25 minutes west, for brewery hopping and creekside strolls. Want serious elevation? Drive a little further to Mount Evans Scenic Byway—North America’s highest paved road—for panoramic views that’ll leave you speechless.
Boulder is also just 45 minutes away. Hike the Flatirons, enjoy lunch on Pearl Street, and head back to Denver by sunset.
Seasonal Highlights: When to Visit
Denver shines year-round, and there’s really no bad time to go.
- Spring (March–May): Ideal for wildflowers, mild hikes, and patio brunches.
- Summer (June–August): Festival season! Red Rocks concerts, outdoor dining, and Rockies baseball rule.
- Fall (September–November): Aspen leaves turn golden, and the craft beer scene hits full throttle during Denver Beer Fest.
- Winter (December–February): Great for skiing just outside the city and enjoying cozy downtown lights and holiday markets.
How to Get Around
Denver International Airport (DEN) connects to over 200 destinations and offers a direct rail line to Union Station in just 37 minutes. Once you’re in the city, getting around is easy.
Denver is walkable, especially downtown. Scooters and bike shares are everywhere, and the RTD light rail and bus system can get you to neighborhoods like Cherry Creek, Capitol Hill, or even the suburbs.
Planning day trips? Rent a car—it gives you the flexibility to chase mountain views and local gems just beyond city limits.
Mile High, Many Layers
Denver isn’t just a city you pass through on your way to the Rockies. It’s a destination in its own right—a place where you can hike in the morning, shop in the afternoon, sip a local brew at sunset, and watch world-class art or music by night.
It’s where outdoor lovers meet foodies, artists meet adventurers, and city life dances with mountain spirit. It’s full of stories, surprises, and moments you’ll carry with you long after your plane takes off.
So pack your layers, bring your curiosity, and prepare to fall in love with Denver—one sunrise, mural, hike, or cocktail at a time.
Looking Ahead: What’s Next in U.S. Tourism?
As currency values shift and international competition heats up, U.S. destinations will need to get smarter. Targeted marketing, authentic experiences, and sustainable tourism strategies are no longer optional—they’re essential.
However, the core formula remains unchanged: a memorable city, matched with great service, and marketed to the right people at the right time.
In 2025, all eyes will be on how these powerhouse cities evolve, retain loyalty, and expand reach. If 2024 was the year of matching pre-pandemic records, the next wave will be about transformation and innovation.
