DENVER — The Colorado Tourism Office (CTO), a division of the Colorado Office of Economic Development and International Trade (OEDIT), joins the nation in celebrating National Travel and Tourism Week (NTTW) May 4-10. The weeklong event shines a spotlight on the U.S. travel industry’s essential role in driving economic growth, creating jobs and enhancing the nation’s global competitiveness.
“Colorado is a premier global destination, offering everything from breathtaking outdoor adventures to a thriving culinary scene. Tourism in Colorado is a large contributor to our growing economy, and allows those coming to visit to discover the diverse beauty of our state. National Travel and Tourism Week helps to highlight the crucial role of travel in fostering new perspectives, encouraging innovation, and driving economic growth. We are particularly excited about the opportunity to welcome new visitors when the Sundance Film Festival arrives in Boulder in 2027, further showcasing Colorado's appeal,” said Governor Jared Polis.
NTTW was established in 1983 by the U.S. Travel Association to support the industry’s role in stimulating economic growth, supporting communities and elevating residential quality of life. Throughout the week, tourism leaders across the state and the nation will be demonstrating how travel and tourism play an integral role in every industry and nearly everything we do. From manufacturing and agriculture to education and healthcare, industries across America rely on travel to drive growth, innovation, education, training and operations forward.
In Colorado, the tourism industry continues to prosper with travelers spending a record high of $28.2 billion in 2023. This robust spending generated $1.8 billion in local and state revenues, a 5.7% increase from the previous year. Direct travel-generated employment rose to 187,710 jobs, an increase of approximately 9,450 jobs over the 2022 figure. Additionally, travel-generated earnings reached $9.9 billion, demonstrating the industry’s substantial contribution to the state’s economy. On a national scale, travel remains a cornerstone of the U.S. economy, supporting more than 15 million American jobs and fueling essential industries such as manufacturing, healthcare and agriculture. Domestic leisure travel spending in the U.S. reached $1 trillion in 2024.
“We are proud to support the continued success of Colorado's tourism industry, a significant driver of our state's economy. The CTO plays a critical role in not only showcasing our iconic destinations but also in helping visitors discover the hidden treasures that make our state so unique,” said OEDIT Executive Director Eve Leiberman. “We are committed to responsible destination stewardship, ensuring that both visitors and residents statewide can enjoy Colorado's beauty for generations to come."
In tandem with its critical role in driving economic growth, the CTO is committed to fostering industry leadership and championing destination stewardship. In 2024, the CTO launched the landmark Destination Stewardship Strategic Plan, a collaborative effort aimed to balance the quality of life for residents with the visitor experience while safeguarding Colorado's natural environment, cultural heritage, and vibrant communities.
"As we celebrate National Travel and Tourism Week, we recognize the incredible impact of Colorado’s tourism industry—not just on our economy, but on the people who power it. In 2023, visitor spending grew to $28.2 billion, with 93.3 million travelers exploring our state. Our tourism workforce plays a vital role in welcoming the world to Colorado,” said CTO Director Timothy Wolfe. “We remain committed to promoting our state as a premier destination—delivering unforgettable experiences while protecting the places and people that make it so special.”
By showcasing the exciting places and experiences available for tourists to explore throughout the state, we can demonstrate our industry’s critical importance throughout our community, Colorado and across the entire country. For more information about NTTW, please visit www.ustravel.org/events/national-travel-and-tourism-week.
About the Colorado Tourism Office
The Colorado Tourism Office (CTO) is a division of the Governor’s Office of Economic Development and International Trade. The mission of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. In 2023, Colorado travelers spent $28.2 billion, generating $1.8 billion in local and state revenues, reducing the tax burden for every Colorado household by $800. For more information, please visit www.colorado.com.
About the Colorado Office of Economic Development and International Trade
The Colorado Office of Economic Development and International Trade (OEDIT) works to empower all to thrive in Colorado’s economy. Under the leadership of the Governor and in collaboration with economic development partners across the state, we foster a thriving business environment through funding and financial programs, training, consulting and informational resources across industries and regions. We promote economic growth and long-term job creation by recruiting, retaining, and expanding Colorado businesses and providing programs that support entrepreneurs and businesses of all sizes at every stage of growth. Our goal is to protect what makes our state a great place to live, work, start a business, raise a family, visit and retire—and make it accessible to everyone. Learn more about OEDIT.
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