If you’ve been hearing a lot about Denver lately, you’re not imagining it! The city is officially having a moment.
According to new data from VISIT DENVER, the Mile High City welcomed about 36.3 million visitors in 2024, matching its all-time tourism record set back in 2022.
With its mix of outdoor adventure, vibrant culture, and booming food scene, Denver is a destination in its own right and not just the gateway to the Rocky Mountains.
What’s Drawing Tourists to Denver?
Denver continues to strike a rare travel balance: it’s urban but outdoorsy, cool but casual, and family-friendly yet nightlife-ready. In 2024, it attracted 20.2 million overnight visitors, up 2% from the year before. Day-trippers also showed up in a big way, drawn by everything from Rockies baseball games to food festivals and hiking trails just outside the city limits.
Travelers are increasingly looking for places where they can combine wellness, culture, and fun. Denver checks all those boxes, with easy access to mountain adventures and plenty to do within city limits.
Big Wins for Local Businesses
It’s not just about visitor numbers, but the tourism surge brought in $9.4 billion in spending, fueling local restaurants, shops, and attractions. That means your coffee order, museum ticket, or boutique hotel stay is part of what’s keeping Denver’s economy humming.
In fact, Denver’s tourism spending has more than doubled over the last decade, a sign of the city’s growing appeal and rising travel budgets nationwide.
According to VISIT DENVER’s research, many travelers are coming from nearby states like Texas and Arizona, but the city also sees strong interest from both coasts. Millennials and Gen Z travelers, in particular, seem to be embracing Denver as a hub for quick getaways, adventure travel, and wellness escapes.
Denver International Airport also has a growing list of direct flights from all around the country, which makes getting to Denver easier than ever, whether you’re coming from L.A., New York, or a small regional hub.
What’s New in Denver?
With its record tourism momentum, Denver isn’t slowing down. In 2025, travelers can look forward to new hotel openings, revamped public spaces, and expanded offerings at major attractions like the Denver Art Museum and Meow Wolf.
The city also continues to invest in green space, bike infrastructure, and urban trails, making it easier to explore without a car.
Whether you’re in it for mountain views, street tacos, or museum-hopping in your trail shoes, Denver is delivering this year, and 36.3 million visitors in 2024 seem to agree.
