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Research Outline

Prepared for Tegan C. | Delivered May 8, 2020

Tourism in Denver, Colorado

Goals

To provide the tourist information such as visitor perspective (from reviews), unique attractions that visitors frequent, demographic and psychographic information about target visitors about the city of Denver, Colorado, and the digital marketing tactics employed by the city to draw tourists. This will be used in the preparation of a competitive pitch.

Early Findings

Tourism in Denver Colorado - Overview

  • The city of Denver was the top tourism destination in 2017. It welcomed a record 31.7 million (1% increase from 2016) total visitors, which included 17.4 million overnight visitors.
  • In the city, marketable leisure travelers grew by 8% and were mostly responsible for generating the highest tourism revenue in the city’s history. They spent about $171 per day.
  • Revenue from tourism in Denver in 2017 was $6.5 billion, which represented a 5% increase over 2016. Overnight visitors spent a record $5.6 billion, which represented a 6% increase compared to 2016.
  • In 2018, “17.3 million overnight visitors spent $5.6 billion in Denver. Direct visitor spending benefits hotels, retailers, restaurants, attractions, transportation services, and other businesses, and supports jobs for more than 60,000 people in metro Denver.”
  • In the city, overnight leisure visitors increased by 2% in 2017, surpassing 15 million for the first time, while convention visitors remained flat.
  • In 2017, the top five US states from which vacationers visited Denver were California, Texas, Illinois, Florida, and Wyoming, while the top seven cities from sending leisure visitors to the city were Los Angeles, New York City, Chicago, Dallas-Ft. Worth, Albuquerque-Santa Fe, San Francisco, Salt Lake City, and Houston.
  • In 2017, the top shopping/entertainment areas famous among tourist in the city were in the order;
    •  16th Street Mall
    • Cherry Creek
    • LoDo “Lower Downtown” Historic District
    • Denver Union Station
    • Denver Pavilions
    • Larimer Square
    • Outlets at Castle Rock
    • Park Meadows Retail Resort
    • FlatIron Crossing Mall
    • Belmar
  • The top paid attraction sites were;
    •  Denver Zoo
    • Denver Botanic Gardens
    • Denver Museum of Nature & Science/IMAX
    • Denver Art Museum
    • Colorado Rockies
    • Buffalo Bill Museum & Grave
    • Colorado Railroad Museum
    • Downtown Aquarium
    • Dinosaur Ridge
    • Children’s Museum of Denver.
  • The top free attractions were Red Rocks Park & Amphitheatre, Colorado State Capitol, and Coors Brewery.