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Tourism is one of the strongest economic drivers of Colorado, providing a valuable source of revenue and jobs. In 2016, 82.4 million visitors spent a total of $19.7 billion here, generating $1.2 billion in state and local taxes — an all-time high for the state.


The Colorado Tourism Office works to ensure that Colorado remains on the cutting edge of the industry through tourism promotion, advertising and public relations, a matching-grant program, international marketing, destination development, research and more.

Why Tourism Matters

Tourism is one of the most powerful drivers of Colorado’s economy, creating jobs faster than any other industry sector while fueling business income and tax revenues that support everything from schools to transportation to municipal services. In 2016, Colorado attracted 82.4 million visitors who spent a record $19.7 billion, generating $1.2 billion in state and local taxes. 

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TIAC Toolkit

Colorado now ranks among the top five aspirational state destinations for U.S. visitors, just after California, Florida, New York and Hawaii, according to a 2017 study by TravelZoo. To continue building our state's competitive advantage and target high-valie travelers who generate strong economic returns, Colorado requires resources to address rising media costs and promotion of visitor experiences in all four corners of our state.

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