By Joanne Kelley, Rocky Mountain News
Tuesday, June 17, 2008
Colorado and Denver attracted record numbers of visitors again in 2007, a trend that could prove difficult to sustain in coming years as soaring fuel prices and a struggling economy take their toll on the travel industry.
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Officials still predict tourism will post another strong year in 2008 because vacations during the peak summer season already have been booked, as have conferences and trade shows in the busy fall months. Another plus: the media frenzy about the city ahead of the Democratic National Convention in August.
“I think travelers have made their minds up for 2008,” said Richard Scharf, president of the Denver Metro Convention & Visitors Bureau. “I’m bullish on the convention and leisure markets.”
Last year proved to be a milestone for the state as it hosted an all-time high of 28 million overnight visitors, a 4 percent increase and the fourth straight annual record, according to Toronto-based Longwoods International, which surveys U.S. travelers each year. Spending rose to a record $9.8 billion.
“Much of the credit goes to the discretionary leisure traveler,” said Longwoods executive Michael Erdmann.
The increase also comes after the state restored an ample marketing budget at the Colorado Tourism Office. Colorado began spending a much larger pot of money in 2006, but most of the impact was expected to be seen starting in 2007.
The 4 percent jump in 2007 visitors reflects Colorado’s popularity as an outdoor destination, particularly for skiing. Touring, special event and resort and casino trips added to the gains.
Colorado’s tourism picked up a slightly bigger share of the national market.
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The state drew 2.5 percent of so-called “marketable” trips - the ones where visitors tend to be influenced by advertising and spend more money because they stay in hotels rather than coming to see friends and family.
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With 13.5 million of those trips last year, that lucrative segment recovered all of the ground it lost after the budget for the state’s tourism office was axed in the early 1990s.
Denver also enjoyed its best year ever with a record 12.2 million overnight visitors spending $2.9 billion.
“The big question is: What will happen next year?” said Robert Polk, CEO of Denver-based Polk Majestic Travel. “I don’t see how it can possibly be positive.”
He said this year “looks good” but cautioned that airline fares could jump a minimum of about 25 percent and pose challenges in 2009. “The big story will be the prolonged effect,” Polk said.
Colorado’s top destinations:
1 Denver
2 Colorado Springs
3 Estes Park
4 Boulder
5 Fort Collins
6 Breckenridge
7 Grand Junction
8 Manitou Springs
9 Pikes Peak
10 Durango
