Tourism just handed Colorado another economic win — again. In 2024 alone, visitors poured in more than $28 billion, nudging past the previous year’s record by a slim but symbolic margin.

But even with the confetti flying, cracks are starting to show. Job growth is steady, sure — yet state officials admit the sector’s long-term glow is getting harder to protect.

A Billion-Dollar Machine That’s Still Growing

Colorado’s tourism industry is no side hustle. It’s a full-blown economic engine. According to fresh data released by the Colorado Tourism Office, visitor spending in 2024 reached $28.001 billion — up a modest $1 million from 2023.

Yes, that’s just a fraction of a percent. But in a year rocked by inflation, global conflict, and climate anxiety, a record is still a record.

And that kind of spending? It ripples. The same report, compiled by an independent research firm, found the industry supported over 188,000 jobs statewide. That’s 4,000 more than the year before — a solid boost in both urban and rural areas.

One state official summed it up this way: “Every time someone books a mountain cabin, buys concert tickets, or rents a Jeep in Moab — someone in Colorado gets paid.”

What Are Tourists Actually Doing?

Turns out, the Rockies still sell themselves. Outdoor activities top the list of reasons people stayed overnight in Colorado. But that’s not all that’s driving interest.

Based on the state’s latest findings, here’s how the tourism experience breaks down:

• Outdoor & Nature: Hiking, skiing, rafting, wildlife watching

• Entertainment & Dining: Breweries, nightlife, food tours, festivals

• Sporting Events: Pro games, college tournaments, extreme sports

• Cultural Attractions: Museums, historic towns, indigenous heritage sites

The line between tourist and local is also blurring. More Coloradans are booking staycations, especially in shoulder seasons when out-of-state traffic drops.

By the Numbers: Tracking the Money and the People

Here’s a quick look at how Colorado tourism stacked up in 2024 compared to 2023:

The real-time data for 2025 isn’t in yet, but early signals show a mixed picture.

Early 2025: Not Exactly a Smooth Ride

The first few months of 2025 have been shakier than the previous year. According to analysts who spoke with state tourism officials, two big pressure points are emerging.

First, interstate competition. Neighboring states — particularly Utah, New Mexico, and even parts of Nevada — have ramped up aggressive tourism campaigns aimed directly at Colorado’s core audience. Think: outdoor adventure, fewer crowds, cheaper lodging.

Second, uncertainty at the federal level. Delayed infrastructure projects, federal shutdown threats, and back-and-forth on environmental regulations are making long-term planning harder for tourism businesses — especially in mountain communities.

“You can’t invest in next summer’s trail expansion if you don’t know if your Forest Service permit’s going to be processed,” one tourism board director said.

So What’s the Strategy?

Tourism officials aren’t panicking. But they are tweaking their pitch. While the Colorado brand still leans heavily on scenery, there’s a push to focus more on quality — not just quantity.

The goal now is to attract high-value travelers who stay longer and spend more per trip. That includes targeting:

• International visitors returning after pandemic-era declines

• Eco-conscious travelers seeking sustainable experiences

• Sports fans coming for specific events or seasons

• Remote workers blending business with leisure

One official described the shift as “going for less traffic and more traction.” That means fewer one-day park hoppers, more week-long boutique lodge stays.