Back to today’s briefing

Story perspectives

Colorado Sees 95M Visitors but Loses Tourism Market Share

7/30/2025

27 5

Summary

Story summary

In 2024, Colorado experienced a surge of 95.4 million visitors, boosting travel spending to an impressive $28.5 billion. Yet, the state's tourism market share slipped from 2.1% in 2019 to 1.8%. With hotel occupancy waning and competition intensifying, officials are on the hunt for creative strategies to reignite tourist interest.

1 of 1

Story summary

In 2024, Colorado experienced a surge of 95.4 million visitors, boosting travel spending to an impressive $28.5 billion. Yet, the state's tourism market share slipped from 2.1% in 2019 to 1.8%. With hotel occupancy waning and competition intensifying, officials are on the hunt for creative strategies to reignite tourist interest.