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 May 2021 was $1.7 billion, down 15% from May 2019.

Since January 2020, Colorado has lost $10.8 billion in travel spending, down 15% vs 2019. This outperforms the US as a whole who is down 21% y-o-y.

The COVID-19 pandemic has resulted in $645 billion in cumulative losses for the U.S. travel economy through May 2021.

Destination Analysts

Overnight trips are on the rise. Over half of American travelers took an overnight trip in the past three months (52.2%, up from 44.6% the week of June 28th). These overnight travelers were overwhelmingly satisfied with their trips, despite some reporting less satisfactory experiences with restaurants not being fully open (22.1%) and travel prices being high (20.5%). Still though, one-in-three of these recent overnight travelers report that their recent travel experiences have made them more enthusiastic to travel (32.2%).

Travelers’ increasing environmental conscientiousness should not be discounted. 52.3% feel that the environmental impact of travel is “important” or “very important” when planning their trips and 38.1% “usually” or “always” make their travel plans specifically thinking about the impact of travel on the environment.

Explore the data.

DIA Weekly Update

Canada Border Opens to Americans: This week, the Canadian government announced that Americans who have been vaccinated for at least 14 days will be able to travel to Canada starting August 9. Canada is opening to Americans first and then to all travelers who are vaccinated on September 7. Currently at DEN, United serves Calgary, and Air Canada is operating all three of their pre-pandemic routes to Montreal, Toronto and Vancouver.

MMGY Portrait of American Travelers 

Six in ten of those Interested in Visiting Colorado and travel in the next 6 months are likely to stay in a hotel or resort, visit friends and family, or travel by personal car in the next 6 months, followed by four in ten who will travel by domestic flight.

Compared to the Spring Edition, significantly more of those interested in visiting Colorado are planning to take an all-inclusive group tour or take a river cruise, while fewer are planning to take an international trip during the next six months.

Two-thirds of those Interested in Visiting Colorado plan to travel with their spouse/partner/significant other in the next six months, followed by one-third who plan to travel alone, while three in ten plan to travel with children under 18.

Compared to the Spring Edition, significantly more of those Interested in Visiting Colorado plan to travel alone during the next six months.

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 22 2,101,343 704,815 2,705,399
July 21 1,934,918 570,951 2,561,911
July 20 1,871,986 530,421 2,499,460
July 19 2,141,429  695,330 2,635,312


See the full dataset.

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