07.2026_City Report_NON-Voting

City Report Monthly Reporting & Performance Measures July 2026

Longwoods International Annual Visitor Profile Study Denver Tourism Sets Records, Posts Modest Gains and Welcomes 37M+ Visitors in 2025 In 2025, Denver welcomed 37.6 million visitors, breaking the previous record set in 2023. This record number of visitors also generated $10.5 billion in tourism revenue, also surpassing the record set in 2023.

“Tourism is vital to the Denver economy, and last year was strong, with record-setting attendance at the Colorado Convention Center, the opening of the new 16th Street, a packed event calendar and so much more. We are pleased to see 2025 numbers slightly elevated over 2024 and that tourism growth in Denver was in line with national averages,” said Richard W. Scharf, President and CEO of Visit Denver. "We are proud that Denver had such a solid showing despite last year’s economic headwinds and in spite of certain visitor segments, particularly the overnight business traveler, that have not recovered to pre-pandemic levels. We are equally proud that the tourism industry supported 73,200 jobs across the metro area last year and generated millions in state and local taxes.

Tourism saved each Denver household nearly $1,850 in taxes last year.” (Employment and tax savings figures source: Dean Runyan Associates 2025 Economic Impact of Travel Study) Overnight visitors totaled 20.1 million, generating $8.7 billion in spending, which is on par with 2023. Overnight leisure visitors totaled 17.9 million, a 3% increase over 2024 and also a new record.

The study confirmed that Denver is a year-round destination with overnight visitation spread evenly throughout the year. Denver saw 22% of visitors in Q1, 27% in Q2, 28% in Q3 and 24% in Q4 (figures may exceed 100% due to rounding). The data also suggests travelers from across the country are visiting in higher numbers, with 82% of leisure visitors coming from out of state, a 7% increase over 2024.

Key numbers for 2025 include: • Denver welcomed 37.6 million total visitors, including 20.1 million overnight visitors and 17.6 million day visitors.

• Overnight leisure visitors totaled 17.9 million. That includes a record 9.7 million “marketable” visitors, those most open to tourism promotions, a 12% increase over 2024.

• Denver visitors spent $10.5 billion, including $8.7 billion from overnight visitors and an additional $1.7 billion in spending from day visitors.

• Expenditures by overnight visitors averaged $436 per person per trip with year-over-year increases in nearly every tracked category: o Transportation spending within the destination: $2.8 billion o Lodging spending: $2.5 billion o Restaurant Food and Beverage spending: nearly $1.6 billon o Retail Purchases: $1.1 billion o Recreation, Sightseeing and Entertainment spending: $767 million.

Visit Denver Commitment to Diversity, Equity & Inclusion The Mile High City welcomes everyone! We are committed to making the core values of diversity, equity, and inclusion a way of life for our organization, our partners in the hospitality industry, and our visitors.

At Visit Denver, we believe that travel makes the world a smaller and more connected place. It brings people together and fosters interaction among diverse cultures. It builds understanding, appreciation, empathy and respect for one another. This philosophy is essential to who we are as a community and why Denver is one of the top destinations in the country to live and to visit.

Denver celebrates its rich cultural heritage across our vibrant neighborhoods with attractions, restaurants, festivals and events throughout the year. Go to Diverse Denver, where you will find our Accessibility Guide, our Land Acknowledgment to support Indigenous people, and more.

* Most recent data available at time of reporting

* Most recent data available at time of reporting

Conventions – Marketing Summary The Conventions ad campaign ran in July with a total of 3,908,312 impressions for the month. There were 1,798 conversions on the Visit Denver website. The June LinkedIn organic total impressions were 11,132. The campaign is designed to both inspire and inform and will run in meeting planner website and magazines.

Convention Sales & Destination Services Focus Areas  The Convention Sales team continues to deliver strong production results, securing 62,000 room nights in July and bringing year-to-date production to 660,000 room nights.  After several years of focused sales efforts, the team has secured the Jehovah’s Witnesses for May 28th–30th, 2027. This key short-term booking will generate 25,000 room nights and an estimated $20 million in economic impact over Memorial Day weekend!  Over the next 30 days, the Colorado Convention Center will welcome more than 21,000 attendees, generating an estimated $56 million in economic impact for our community. Major events include:  Informa Connect: August 18–20, with approximately 4,800 attendees.  CEDIA Expo 2026: September 1–4, with approximately 15,000 attendees.  The Sales and Services teams remain highly active this summer.

In July alone, they conducted more than 27 site tours for prospective meetings and clients currently planning future events in Denver.

Conventions – Customer Service Evaluations July 2026

Immediately following a convention or meeting in Denver, the meeting planner is sent a survey regarding their experience with VISIT DENVER's Sales and Service staff and effort.

Tourism – Sales & Marketing Summary JULY INTERNATIONAL & DOMESTIC TRAVEL TRADE:

Room nights: 6,131 (YTD: 45,654; Domestic: 30,261 & International: 15,393) 1,400: 3rd Party/Online ○ 302 UK Brand USA Opti winter ○ 1,098 Mexico Brand USA Opti winter 0: Travel Trade direct: 4,581: Travel Trade marketing: ○ 4,581Mexico Price Travel 150: Wedding groups domestic Marketing Initiatives: 8 representing 17,327,626 impressions (YTD: 38 representing 79,867,322 impressions) Travel Media USA Summer Soiree (Ireland): 11 impressions Price Travel (Mexico): 7,394,844 impressions Brand USA Winter Opti campaign (UK): 4,319,288 impressions Brand USA Winter Opti campaign (Mexico): 5,432,568 impressions Brand USA 2026 Global Inspiration Guide (global): 175,000 impressions Visit USA enewsletter (Netherlands): 3,124 impressions Brand USA VisitTheUSA.com (Global): 2,530 website impressions. (ongoing initiative) Visit USA Association (UK): 261 website impressions. (ongoing initiative)

Tradeshow/Sales Mission: YTD: 4 tradeshows & 2 sales missions with 431 total contacts Travel Trade Trainings: 2 with 180 trained (YTD: 23 with 2,718 contacts) Brand USA (Australia): 136 contacts Colorado Tourism Office (France): 44 contacts Site Inspections: 5 with 7 contacts (YTD: 27 with 225 contacts) Travel Managers (Australia) 1 contact Exciting West (Belgium): 2 contacts Elite Travel (USA): 1 contact FlyGolfWorld(USA): 1 contact WebBeds (USA): 2 contacts New Programs: 3 (YTD: 17) CREO (Italy): Fly/drive itinerary Viaggiare (Italy): Fly/drive itinerary Indelible Travel (Netherlands): Fly/drive itinerary

Tourism – Sales & Marketing Summary

Domestic Leisure Marketing Summary DOMESTIC LEISURE CONSUMER MARKETING

 The Always On Travel campaign continued in July, generating nearly 17.1 million impressions and more than 86,000 website conversions. Year to date, the campaign has generated 256k room nights and $50 million in hotel revenue.  In July, the National Summer campaign generated 115 million impressions and nearly 220,000 website conversions. Year to date, the campaign has generated 295k room nights and $56 million in hotel revenue.

Tourism – Sales & 140,146,723.

Marketing Summary  Total consumer campaign impressions in July:  Total consumer campaign website conversions in July: 322,547.  Mile High Culture Pass: Visit Denver sells the pass as a three-day option newly priced at $41 per pass. 51 tickets sold in June via visitdenver.com  Denver CityPASS: 991 tickets sold in July via visitdenver.com v. 549 sales in July 2025. Year-to-date sales totals $21,818 in tickets.

Domestic Leisure Marketing Summary (con’t)  Marketing • In July 2026, Visit Denver held the Marketing Advisory Committee meeting. Justin Bresler, Visit Denver's Chief Marketing Officer, presented the 2025 Longwoods Annual Visitor Study results. Nearly 70 partners and staff joined either online or in-person.  Interactive* • Total monthly sessions to all websites in July were 1,771,441 sessions, which is up 10% from July 2025.

Tourism – Sales & Marketing Summary • Top landing pages included Discover Denver, Colorado | Visit Denver (over 290K) and Denver Arts and Culture | Visit Denver | Visit Denver (over 155K).  Social Media • Total social media engagements (paid and organic) were 6,724,454 in the month of July.

• Primary platforms include Facebook , Instagram and TikTok.

*Due to the rise of Generative Artificial Intelligence engines, Visit Denver, like other Destination Marketing Organizations and websites in general, is experiencing a sharp drop in organic traffic. Visit Denver is closely monitoring this rapidly changing space and may recommend changes to its website session goals in the future.

Website Local Referrals July 2026

Referring Website

To Website

Unique Visits

Flydenver.com

Visitdenver.com

0

Denvergov.org

Visitdenver.com

397

Total Tourism – Sales & Marketing Summary

397

Note: Flydenver.com no longer links to VisitDenver.com

Program Running Totals

Subscribers

Open Rate

Discover Denver

130,738

27%

Geofencing Touchpoint

In January of 2025, Visit Denver started advertising to visitors when they arrive in Denver Metro and at the Colorado Convention Center.

Visitors are served dynamic ads for places to eat, places to go and attraction passes.

YTD Geofencing served Tourism as a new touchpoint at Summary.

– Sales & Marketing 10,573 conversions on our website.

CAMPAIGN

January

February

March

April

May

June

July

August

September

October

November

December

TOTAL

Impressions

1,459,918

1,047,674

1,126,132

956,436

932,672

762,548

1,274,766

7,560,146

Conversions

1,179

1,489

1,306

1,763

1,618

1,465

1,753

10,573

Marketing – Public Relations & Communications Summary

Tourism – Sales & Marketing Summary

INDEX – City Contract Exhibits

Tourism – Sales & Marketing Summary