Colorado tourism statistics released Monday show steady growth in the tourism industry across Colorado in 2023, and changes for Montezuma, Dolores, and La Plata counties.
The Colorado Tourism Office and a division of the Colorado Office of Economic Development and International Trade released tourism reports from 2023, researched and published by Dean Runyan Associates and Longwoods International.
According to the Colorado Tourism Office, reports come out each summer for the previous calendar year.
Overall, Colorado’s tourism industry grew with $28.2 billion in travel spending, a 3.9% increase from 2022, and 93.3 million visitors, a 3.6% increase from 2022. Both state and local tax revenue grew to a combined $1.8 billion dollars, a 5.7% increase.
“Colorado’s outdoor recreation, thriving communities, cultural heritage and booming industries continues to draw millions of visitors to our state each year, strengthening local economies in all four corners of the state. Every day is a great day to celebrate our world-renowned and growing tourism industry,” said Gov. Jared Polis.
According to the Dean Runyan report, the Mountains and Mesas region, which includes Montezuma, Dolores and La Plata counties, saw a total growth of 2.4% in travel spending from 2022, with nearly $2.4 billion.
The same region had 18,900 travel industry jobs, including air and ground transportation workers, retail workers, and accommodation and food workers, among others.
In Montezuma County, travel spending totaled $145.2 million in 2023. This was a 2.5% decrease from 2022. There was 17.2% growth between 2019 and 2023. Earnings in 2023 were $33.3 million, a 1.4% decrease from 2022. There were 1,180 jobs in 2023 related to tourism, a 1.7% decrease. Local and state tax revenues were each $4.1 million, with a 1.8% decrease in local taxes from 2022 and a 2.1% decrease in state taxes from 2022.
Dolores County fared better in 2023, seeing growth in nearly every aspect, according to the Dean Runyan report. Travel spending was $7.4 million, a 2.5% increase. Earnings increased 4.8%, at $1.6 million. Employment was the only category that saw decreases, with 90 jobs in 2023, a 2.1% decrease. Local and state tax revenue each increased 3.7%, with $200,000 in 2023.
La Plata County also saw growth across the board. Travel spending increased by 7.7%, totaling $474.6 million in 2023. Earnings were $163.1 million, a 12.6% increase, and employment had a 4.2% increase, with 3,720 jobs in 2023. Local tax revenue was $17.7 million, an increase of 8.7% from 2022, and state tax revenue increased 7.9%, with $11 million.
The Dean Runyan report defines direct travel-generated employment as “the total number of full and part-time jobs directly attributable to travel spending.” Travel spending is determined as spending at destinations and on in-state travel arrangements, as well as air travel for people leaving the state.
“We're encouraged by the consistent growth we saw in 2023, with Denver and the Front Range playing key roles,” said Timothy Wolfe, Colorado Tourism Office director. “Our focus for 2024 is to continue highlighting Colorado's diverse attractions, welcoming more international visitors and supporting all destinations across the state.”
According to the news release, the top three activities and experiences for tourists in Colorado were shopping, sightseeing and attending a celebration. Statewide, 85% of overnight travelers had visited the state before, and 62% of overnight travelers had been in Colorado in the past 12 months in 2023. Statewide direct travel earnings increased by 13.3%.
