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 February 2021 was $1.2 billion, down 29.5% from February 2020.

Since January 2020, Colorado has lost $9.7 billion in travel spending, down 30% y-o-y. This outperforms the US as a whole who is down 38% y-o-y.

Since the beginning of March, the U.S. travel economy’s losses from the COVID-19 pandemic have tallied $562.7 billion. 

Destination Analysts Weekly Traveler Survey

More than two-thirds have a “ready-to-travel” state-of-mind and this readiness has resulted in a lot of travel plans. Over 86% of American travelers currently have at least tentative leisure travel plans and 72.8% expect to travel for leisure within the next three months alone.

In terms of what is motivating Americans to travel right now, while relaxing, getting away from their daily life and spending time with family remain important, about half are highly seeking escaping boredom, having new experiences and visiting new places they have never been. One-third are out to party while a quarter are even traveling specifically to meet new people.

Looking at the types of travel Americans have planned for the next quarter, leisure travel is indeed leading the recovery with 52.4% planning a vacation or getaway and 36.8% traveling to visit friends or relatives. Business travel is further back in recovery. Right now, 13.6% of American travelers say they will be taking a business trip in the next 3 months and 11.4% say they have a convention/group meeting trip.

Read the survey.

Longwoods International

According to the latest Longwoods International tracking study of American travelers, 88% of them now have travel plans in the next six months, the highest level in more than a year.  However, less than a third of them are likely to visit a tourism attraction or business which does not have clear COVID safety protocols, such as mask requirements and social distancing, in place.

The recovery in travel gained more momentum in Spring 2021. 32% of travelers indicated they would choose a destination they can drive to vs. fly. 31% are substituting domestic travel for international trips while 15% are choosing a rural destination over a city. Nearly a quarter of travelers said that COVID-19 is not influencing their travel plans at all.

Read the study.

Rove Marketing and Uber Media Ski Destination Dashboard

In partnership with Rove Marketing and Uber Media, U.S. Travel’s executive dashboard monitors daily unique mobile devices across various points of interest at sample ski destinations in the U.S.

Explore the dashboard.

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
April 11 1,561,495 90,510 2,446,801
April 10 1,378,237 93,645 2,059,142
April 9 1,549,181 108,977 2,590,499
April 8 1,510,829 104,090 2,487,398

See the full dataset.