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City Report

Monthly Reporting & Performance Measures October

Published on September 27, 2025

Denver And Colorado, US Lead The Way In Accessible Travel Experiences For Tourists!

Denver’s unique combination of a modern city and the resplendent outdoors make it one of the most hospitable city for travelers of all abilities. Along with the rest of the state, Colorado’s capital city expands focus of tourism on inclusivity. To this end, it has become a model for other cities by offering a new avenue for travel by interlapping accessibility with the structure, culture, and engagement of the city.

A City Designed for All

Travelers arriving in Denver quickly notice the way accessibility is prioritized. According to the city’s official tourism website, Visit Denver, the destination continues to evolve in line with Colorado’s Accessible Travel Program, which aims to widen inclusivity on a state-wide level. From accessible buses to adaptive outdoor sports programs, the city maintains its role as a pioneer in disability rights and travel.

Wheel the World, an accessible travel platform, recently verified Denver as a fully accessible destination after months of detailed mapping across hotels, attractions, restaurants and transport providers. Their findings highlighted how more than 200 data points, ranging from door widths to bed heights, help guarantee that visitors of varying needs can feel both accommodated and independent.

Meow Wolf’s Inclusive Creativity

One striking example of Denver’s accessible tourism is Meow Wolf Denver, an immersive 90,000-squarefoot art installation. The gallery, designed like a surreal world, ensures that people with mobility challenges or sensory processing differences are fully included. Large lifts, visual and audio guides, and Certified Autism Centre recognition make the experience uniquely accessible.

Travelers reported that even narrow halls were manageable with wheelchairs, and families could easily explore together without restrictions. One visitor remarked that even a grandparent using a scooter could still join alongside younger family members inside the multi-sensory environment.

Outdoors Without Barriers

Colorado’s tourism authorities have invested heavily in adaptive outdoor programs that allow everyone to enjoy the state’s natural wonders. In Denver, Red Rocks Amphitheatre exemplifies this approach, with ramps, lifts and accessible seating rows ensuring visitors with disabilities can take in world-class performances against the iconic sandstone backdrop.

Nearby, Bear Creek Lake Park offers adaptive kayaking and paddleboarding experiences in partnership with the National Sports Center for the Disabled. For many travelers, these opportunities provide not just recreation but empowerment, especially those attempting outdoor activities for the very first time.

Inclusive Dining and Wellness

Denver’s inclusivity extends beyond attractions into dining and wellness. Brewability, a relaxed brewery, is run with accessibility at its core, featuring ADA-compliant spaces, sensory-friendly environments, and staff members with developmental disabilities. Its food is also adaptable to most dietary needs, showcasing how inclusivity can enhance everyday travel experiences.

In addition, Guided by Humanity, a local non-profit, offers adaptive yoga sessions catered to people of all abilities, extending wellness access to groups often left out of mainstream experiences.

Colorado’s 10-Year Accessibility Vision

The broader vision comes via Colorado’s Destination Stewardship Strategic Plan, launched in 2024, which lays out a decade-long roadmap for responsible and inclusive tourism growth. Officials within the Colorado Tourism Office outlined that the aim is to ensure that both national and international visitors see the state as one of the world’s most accessible and welcoming destinations.

Already, six Colorado cities, including Denver, Breckenridge, Estes Park, and Colorado Springs have been fully verified as accessible hubs through Wheel the World. Every verified city strengthens the state’s commitment to inclusive travel.

A 2024 survey demonstrated the success of these efforts, showing that 23% of overnight visitor groups to Colorado included at least one disabled traveler, compared to a national average of 18%.

Grassroots Foundations and Global Recognition

Denver’s accessibility story is not new. The city has long been connected to the disability rights movement, being the birthplace of groups such as the American Disabled for Attendant Programs Today (ADAPT). As the first U.S. metro region with wheelchair-accessible buses in the 1980s, Denver forged an early leadership role in inclusivity.

By building on this foundation, Colorado is now in a prime position to push accessibility on a global scale.

From ASL-guided tours in Cañon City to digital trail maps via the Colorado Trail Explorer app, inclusive design is actively shaping the travel experience.

Travel That Builds Confidence

For visitors, the power of accessible travel goes beyond convenience. It often represents independence, joy, and shared memory-making with loved ones. As travelers in Denver shared, from their moments of wonder at Red Rocks to the excitement of first-time kayaking, the experiences highlighted freedom and empowerment.

Álvaro Silberstein, founder of Wheel the World, reflected that travel is itself a metaphor for life that, with adaptations, every person can live fully regardless of ability.

Bottom Line

Both Denver and Colorado continue to make strides in progress in accessible tourism, while travelers are reminded that a destination does not derive it value purely from the landscape and attractions but in the ability to dismantle barriers for the people. Inclusivity in Denver is a lived promise, and a world of exploration is offered to the visitors.

Longwoods International Annual Visitor Profile Study

Denver Tourism Remains Steady, Welcoming 37M+ Visitors in 2024

In 2024, Denver welcomed 37.1 million visitors, on par with the previous record set in 2023. This record number of visitors also generated $10.3 billion in tourism revenue, consistent with 2023's record-breaking year.

“Tourism is vital to the Denver economy, and we are pleased to see 2024 numbers in line with 2023, which matched our expectations,” said Richard W. Scharf, President and CEO of Visit Denver. "After 2023’s strong results, where Denver’s results exceeded those of many other cities that did not fully recover until 2024, keeping pace is an accomplishment that shows the combined strength of the tourism product in Denver and the promotional efforts of the organization. We are proud that Denver had such a strong showing with the economic headwinds last year and in an increasingly competitive market. We are equally proud that the tourism industry was able to support 73,500 jobs across the metro area last year, and to generate millions in state and local taxes.” (Employment figures source: Dean Runyan Associates 2024 Economic Impact of Travel Study)

Overnight visitors totaled 19.8 million, generating $8.7 billion in spending, which is on par with 2023. Overnight leisure visitors totaled 17.4 million, consistent with 2023's record-setting year.

The study confirmed that Denver is a year-round destination with overnight visitation spread evenly throughout the year, with a modest surge in the warmer months. Denver saw 22% of visitors in Q1, 26% in Q2, 28% in Q3 and 23% in Q4.

Key numbers for 2024 include:

• Denver welcomed 37.1 million total visitors in 2024, including 19.8 million overnight visitors and 17.3 million day visitors.

• Overnight leisure visitors totaled 17.4 million in 2024. That includes a record 8.7 million “marketable” visitors, those most open to tourism promotions, a 14% increase over 2023.

• Denver visitors spent $10.3 billion in 2024, including $8.7 billion from overnight visitors and an additional $1.7 billion in spending from day visitors.

• Expenditures by overnight visitors averaged $437 per person per trip with year-over-year increases in each tracked category:

o Transportation spending within the destination reached nearly $3 billion.

o Lodging spending hit $2.5 billion.

o Restaurant Food and Beverage spend reached nearly $1.5 billon.

o Retail Purchases totaled just over $1 billion, with 57% of visitors shopping at locally-owned businesses compared to 48% nationally.

o Recreation, Sightseeing and Entertainment totaled $735 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.

Conventions – Marketing Summary

 The Conventions ad campaign ran in October with a total of 3,106,733 impressions for the month.

 There were 15,655 conversions on the Visit Denver website.

 The October LinkedIn organic total impressions were 14,361.

 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 delivered a strong performance in October, closing the month with 40k room nights (RN) booked.

• Most notably UPS booked 5600k rooms into January 2026

• In addition to hosting high-profile groups such as International Association of Chiefs of Police, the services team conducted 6 planning site visits for confirmed future business

• Meanwhile, the Sales team hosted 23 site visits with new potential meeting and convention clients.

• Year to date with 280 surveys received, both the sales and services team have maintained a 96% customer satisfaction score.

• Over the next 30 days, our convention center is set to welcome over 21,000 attendees, bringing an estimated $52 million in economic impact to our community.

• North American Spine Society, National Council of Teachers of English, American Association of Equine Practitioners

Conventions – Customer Service Evaluations

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

October International & Domestic Travel Trade:

United Airlines launched seasonal winter non-stop service between Denver and Mexico City.

Room nights: 8,750 (YTD: 57,669; Domestic: 27,312 and International: 30,357)

• 8,561: 3rd Party/Online (YTD: International: 21,622)

• 391-Brand USA Opti March-April campaign (Australia)

• 353-Brand USA Opti March-April campaign (India)

• 4,890-Brand USA Opti April-May campaign (Canada)

• 221-Brand USA Opti April-May campaign (Germany)

• 1,153 Brand USA Opti April-May campaign (UK)

• 95: Travel Trade direct (YTD: Domestic: 10,400; International: 1,158)

• 95-NAAR Italy

• 405-Brand USA Opti May-June campaign (Japan)

• 73-Brand USA Adara Jan-Feb additional room nights (France)

• 157-Brand USA Adara Jan-Feb additional room nights (Germany)

• 482-Brand USA Adara Jan-Feb additional room nights (Mexico)

• 436-Brand USA Adara Jan-Feb additional room nights (UK)

• 0: Travel Trade marketing (YTD: Domestic: 15,569; International: 7,577)

• 94: Wedding groups domestic (YTD: Domestic: 1,342)

Marketing Initiatives: 12 representing 20,024,722 impressions (YTD: 76 representing 75,140,760 impressions; International: 74 representing 66,414,737 impressions; Domestic: 2 representing 8,726,023 impressions)

• Brand USA Opti March-April campaign (Australia): 3,370,800 impressions

• Brand USA Opti March-April campaign (India): 4,205,178 impressions

• Brand USA Opti April-May campaign (Canada): 3,175,919 impressions

• EV London taxis *(UK): 305,616 impressions

• Thema e-newsletter (Italy): 4,000 impressions

• Visit USA e-newsletter (Germany): 22,600 impressions

Tourism – Sales & Marketing Summary

• Brand USA Opti April-May campaign (Germany): 3,660,108 impressions

• Brand USA Opti April-May campaign (UK): 3,438,583 impressions

• Brand USA Opti May-June campaign (Japan): 1,820,459 impressions

Tradeshow/Sales Mission: 2 with 82 contacts (YTD: 12 with 536 contacts)

• Denver Broncos Game sales mission (UK): 26

• Brand USA Travel Week tradeshow (UK): 56

Travel Trade Trainings: 7 with 227 trained (YTD: 44 with 3,646 trained)

• United Airlines (Germany): 45

• Ski Zone (Mexico): 53

• Armstrong Collective-Canyon Spirit (UK): 20

• Scott Dunn (UK): 8

• Colorado Tourism Office-3 markets: 101(30-Australia, 36-France & 35-Mexico)

New Programs (YTD: 26 total; 24 International, 2 Domestic)

Site Inspections: 6 international with 105 contacts (YTD: 43 with 351 contacts)

• Travel Managers (New Zealand): 1

• CTO Global Fall (Australia, Canada, France, Germany Mexico & UK): 6

• United Airlines (Mexico): 6

• Rocky Mountaineer #1 (Australia, Canada, UK & USA): 43 (32 international, 11 USA)

• Rocky Mountaineer #2 (Canada, Germany, UK & USA): 43 (29 international, 14 USA)

• Rocky Mountaineer Staff (Canada): 6

• QuickPresse e-newsletter (Canada): 17,497 impressions

• Brand USA VisitTheUSA.com (Global): 3,835 website impressions. (ongoing initiative)

• Visit USA Association (UK): 127 website impressions. (ongoing initiative)

Domestic Leisure Marketing Summary

DOMESTIC LEISURE CONSUMER MARKETING

 The Mile High Holidays campaign launched on October 20 to take advantage of early holiday planning. In just 11 days last month, it generated more than 5.5 million impressions and over 3,100 conversions on the website. Reporting on room night bookings will begin next month.

 The regional campaign wrapped in September, but we are still tracking visits generated by the campaign. Since the start of the campaign, more than 208,000 room nights and $36 million in hotel sales has been generated by those viewing the ads.

Tourism – Sales & Marketing Summary

 Campaigns for Denver Arts Week and a partnership campaign with Denver Art Museum also kicked off in October, generating 13.2 million and 4.4 million impressions, respectively, along with nearly 12,200 and more than 6,300 website conversions.

 Total consumer campaign impressions in October 28,242,777. Total consumer campaign website conversions in September: 36,368.

 Mile High Culture Pass:

• Visit Denver sells the pass as a three-day option newly priced at $41 per pass. 91 tickets sold in October via visitdenver.com

 Denver CityPASS:

• 146 tickets old in October via visitdenver.com v. 127 sales in October 2024. Year-to-date sales totals $12,536 in tickets.

Domestic Leisure Marketing Summary (con’t)

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Marketing

• In October, Visit Denver held the last bi-monthly Digital Marketing Roundtable of 2025. Booyah Advertising presented on the significance of AI Search and how our partners can implement their own strategies. A record number of 120 partners and staff attended in-person or online.

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