2023 Pikes Peak Region Visitation Reaches 24.8M
Research study shows visitation and spending both increased over 2022
June 20, 2024 – Colorado Springs, Colo. – Today, Visit Colorado Springs released findings from the 2023 Longwoods International Travel USA Visitor Profile study, which showed visitation and spending both increased over 2022. Total visitation was 24.8 million, up from 24 million in 2022, and total spending was $2.9 billion, up from $2.8 billion in 2022.
Longwoods visitation and spending findings from 2021, 2022 and 2023 have all been increasingly higher than the pre-pandemic year of 2019.
“Evaluating our visitation and spending from the last few years paints a picture of how our destination fared during and post-pandemic,” said Doug Price, President & CEO of VCOS. “In 2021, Colorado Springs was a popular choice due to the strength of our wide-open spaces and ample outdoor adventures that could be safely enjoyed. In 2022 and 2023, domestic leisure travel returned at full force and continued boosting our visitation.”
Key findings and analysis from the Longwoods research include:
- 75% of overnight travelers were repeat visitors, with 53% having visited before within the last 12 months.
- 36% of overnight travelers noted the main purpose of their trip was visiting friends and family – the next highest purposes were touring (16%) and outdoors (12%).
- The percentages of visitation broken out by season are – January-March (21%), April-June (26%), July-September (30%) and October-December (23%).
- 31% of travel parties had a member that required accessibility services (compared to the U.S. norm of 17%). 74% were very satisfied or somewhat satisfied with the ease of accessibility.
- Activities visitors engaged in during their trips were all higher than the U.S. norm. 68% of visitors did outdoor activities (vs 47% U.S. norm), 64% entertainment activities (vs 54% U.S. norm), 48% cultural activities (vs 28% U.S. norm), 35% sporting activities (vs 20% U.S. norm) and 26% business activities (vs 15% U.S. norm).
- 62% of overnight travelers were very satisfied with their overall trip.
“Of the 2023 findings, some trends we look forward to diving into further include travelers visiting friends and family, as well as improving our efforts to help visitors with accessibility needs,” said Alexea Veneracion, Director of Communications at Visit Colorado Springs. “It's typical that one of the main reasons travelers come to our destination is to visit friends and family. This stat points to the importance of tapping into residents to support tourism and know the best spots to recommend. It’s also vital for destination marketing organizations like ours ensure residents are informed on how to be good stewards of our parks, trails and open spaces so they can educate their visitors who come to town.”
VCOS continues to prioritize diversity, equity, inclusion and accessibility initiatives. Last year, the organization launched a partnership with accessible travel site Wheel the World to improve access to accurate, detailed accessibility information for travelers with disabilities. Now that Colorado Springs is “Destination Verified” with Wheel the World, VCOS is working on a video project with the company that will highlight the great ways to have an accessible adventure in the destination.
The Longwoods Travel USA Visitor Profile survey is valuable to VCOS because it helps the organization better understand domestic visitors to Colorado Springs and the Pikes Peak Region. The results reveal travel and behavior trends over time and help the team track performance. The information also improves the organization’s understanding of how the destination compares to U.S. norms. VCOS uses the information to make informed marketing, advertising and organizational decisions for future promotional campaigns.
To learn more about the impact of tourism in the Pikes Peak Region, go to VisitCOS.com.
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About Longwoods International
Established in 1978 as a market research consultancy, Longwoods International has grown into a respected leader within the travel and tourism industry. With offices in Toronto, Ohio, Georgia, Florida and Wisconsin, Longwoods conducts strategic market research for public- and private-sector clients throughout North America, Europe and the Pacific Rim.
About Visit Colorado Springs
Visit Colorado Springs is the leading marketing organization for group and leisure travel and tourism to the Colorado Springs – Olympic City USA and the Pikes Peak Region. The organization is dedicated to a strong national and international presence so that tourism is a primary contributor to a thriving local economy. We create economic vitality through memorable visits to the wonders of Colorado Springs and the Pikes Peak Region.
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