The Colorado Tourism Office is riding a high from a record-breaking year of travel-related revenue and job growth as it kicks off celebrations for the National Travel and Tourism Week (NTTW). According to OEDIT, Colorado tourism notched up a staggering $28.2 billion in visitor spending in 2023, a number that reflects the state's ongoing allure for adventurers and culinary connoisseurs alike.
"Tourism in Colorado is a large contributor to our growing economy, and allows those coming to visit to discover the diverse beauty of our state," said Governor Jared Polis, as per OEDIT. The weeklong event, which stretches from May 4-10, puts a spotlight on the industry's effect on economic growth, innovation, and enhancing the nation's global competitiveness.
Nationally, the travel industry continues to hold its ground as a pillar of the U.S. economy, with domestic leisure spending hitting the $1 trillion mark in 2024. In Colorado, the travel industry's success story continues with a 5.7% increase in local and state revenue generation and a rise in direct employment to 187,710 jobs, reflecting an increase of approximately 9,450 new positions compared to the previous year.
Alongside celebrating the week's events, the Colorado Tourism Office emphasized its ongoing commitment to responsible tourism through the Destination Stewardship Strategic Plan launched in 2024. "We are committed to responsible destination stewardship, ensuring that both visitors and residents statewide can enjoy Colorado's beauty for generations to come," stated OEDIT Executive Director Eve Leiberman, as obtained by OEDIT. The plan is aimed at balancing quality of life for residents with the visitor experience and safeguarding Colorado’s natural and cultural heritage.
