Tourism Research

Tourism Research

The Colorado Tourism Office works with industry-leading research firms that create reports to measure the performance of our marketing campaigns, shape strategy, and assess the impact of tourism in Colorado. Research also helps us react quickly to changing market conditions.

Tourism Annual Reports  

Weekly Research Roundup

Since the beginning of the pandemic, the Colorado Tourism Office has been monitoring the effects of COVID-19 on our industry, using data to navigate a path forward. To help travel economies across the state, the office will share a condensed, Colorado-focused research summary every week.

Below is this week's research roundup. Data will be updated every Friday.

Consider reading the latest national data from US Travel.

U.S. Travel and Tourism Economics

Please note that the U.S. Travel data below will be updated monthly now instead of weekly.

Total Colorado traveler spending in June 2021 was $1.8 billion, down 8% from June 2019.

Since January 2020, Colorado has lost $11 billion in travel spending. The COVID-19 pandemic has resulted in $661 billion in cumulative losses for the U.S. travel economy through May 2021.

Destination Analysts

Big cities and metropolitan areas continue to make gains in recovery. Among those who took an overnight trip in the past month, cities/metro areas were the top destination type visited (39.3%), followed by small towns (30.9%) and beach destinations (26.9%). Due to recent COVID outbreaks, some cities have reinstated indoor mask requirements and while 15.7% of American travelers are opposed, 68.2% support this requirement.

The Delta variant is disrupting Americans’ travel plans. Recent news about increasing Delta variant cases have made half of American travelers less interested in traveling right now (53.6%, up from 51.0% the week of July 12th). In fact, a quarter (25.4%) have postponed an upcoming trip and 18.9% have cancelled a trip specifically due to the Delta variant. In addition, overnight trips appear to be in decline—this week 43.8% of Americans said they took at least one such trip in the past month which is down from 49.6% who said the same the week of July 12th.

Explore the data.

DIA Weekly Update

New Domestic Destination for DEN: On Thursday, July 22, the U.S. Department of Transportation (DOT) selected SkyWest, operating as United Express, to provide service between DEN and Butte, Mont. (BTM).  The award is for a three-year period beginning Jan. 1, 2022.  BTM will be a new nonstop destination served from DEN.

UK Border Opens to Americans: On Wednesday, July 29, the UK government announced that Americans who have been vaccinated for at least 14 days will be able to travel to the UK starting August 2 without the requirement of a 10-day quarantine on entry.  DEN’s nonstop service to London remains suspended, but British Airways is scheduled to resume flights to London/Heathrow on Sept. 1 (subject to change).

Rove Marketing and Uber Media National Parks Visitation Dashboard

In collaboration with Rove Marketing and Uber Media, U.S. Travel is offering a new and exclusive dashboard that monitors daily unique mobile devices across various points of interest at sample U.S. National Parks and National Park Sites

Explore the dashboard

TSA Passenger Throughput

This chart contains the number of passengers that have gone through TSA checkpoints year over year.

  2021 2020 2019
July 29 2,127,634 718,310 2,742,882
July 28 1,923,980 573,200 2,542,365
July 27 1,858,328 536,756 2,438,967
July 26 2,124,474  700,043 2,613,346

See the full dataset.