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.

U.S. Travel and Tourism Economics: Total Colorado traveler spending during the weekly research cycle ending December 12th was $257 million compared with $419 million during the same week in 2019. This represents a 38% decrease y/y in traveler spending.

Between March 8th and December 12th, total Colorado traveler spending was $8.71 billion, compared with $17.50 billion in 2019. This is a $8.79 billion difference or a 50.1% decrease.

Since the beginning of March, the U.S. travel economy’s losses from the COVID-19 pandemic have tallied $500 billion.

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.

Destination Analysts Weekly Traveler Survey

Americans’ anxieties about the pandemic quelled somewhat this week relative to last week, although in a historic context, these largely remain in an elevated state.

Nevertheless, Americans continue to show that they believe better days are in sight. The percent of Americans who feel the pandemic situation in the U.S. will get worse in the next month fell another 6.5% this week to 43.2%, the lowest it has been since September 27th.

One metric that did continue a positive trend is the retreat in perceptions of travel and leisure activities as unsafe—which dropped to 48.9% and is now lower than where it was March 15th.

In terms of what Americans are looking for in travel experiences in 2021, right now scenic beauty, outdoor activities in warm weather, beach destinations and resorts, National Parks and road trips are predominant in their minds. With the virus still raging, big city and food experiences do not weigh as heavy as they did in pre-pandemic times.

Looking specifically at the outlook for the next 3 months, the average number of reported trips in this period is 1.1, up from 1.0 last week. When those that are traveling in this period were asked about the destination types they expect to visit, there has been a modest increase in expectations for travel to cities and beaches, as well as state and regional recreational areas and mountain destinations.

Read the study.

The Harris Poll

Consumers approve of COVID precautions, diversity, and unity in advertising: (57%) say any participants in an advertisement should be wearing masks and socially distanced, and the same amount say “advertisements should take extra care to portray actors who represent diversity.” More than two-thirds (68%) say “messages should strive to stress national unity and togetherness where appropriate.”

A continued focus on health and wellness (The Betterment Boom): Looking ahead, Gerzema (Harris Poll CEO) said polling data indicates that consumers, especially the younger cohort, are demanding a stronger focus on mental health within the wellness space. In fact, (82%) of teens say “It’s time for Americans to talk more openly and honestly about mental health issues in this country” and across all American adults, (43%) plan on being more connected to friends and family after the pandemic, (42%) plan to be more active and (31%) are going to change their career path.

Read the study.

MMGY & travelhorizons Data

Six in ten of those interested in visiting Colorado plan to take at least one vacation during the next six months, significantly more than U.S. adults planning to do so

Half of those interested in visiting Colorado are planning to take fewer vacations while more than four in ten are planning to spend less on vacation in the next six months than they did the same time last year, compared to two in ten who are planning to take more and spend more.

Nearly six in ten of those planning to take fewer vacations indicate their decision to do so is because of concerns about exposing themselves or their family to potentially dangerous viruses/diseases, while one-third are concerned about air travel safety and the economy, and one-quarter are concerned about the economy. 

Read the survey.

Global Business Association Coronavirus Poll Results

69% of companies have canceled or suspended most or all domestic business trips.

90% of companies have canceled or suspended most or all international business trips.

On average, respondents estimate their 2021 travel spend will be 52% lower than in 2019.

See the full survey.