Visit Denver

Visit Denver
Name	Visit Denver
Type	non-profit destination marketing organization
Founded	2002
Headquarters	Denver, Colorado
Region served	Denver metropolitan area
Key people	Dan Blank (CEO)

Visit Denver

Visit Denver is the principal destination marketing organization promoting Denver, Colorado and the surrounding Denver metropolitan area as a leisure and convention destination. It coordinates promotion across attractions such as Denver Art Museum, Denver Botanic Gardens, Mile High Stadium, and cultural institutions like Denver Center for the Performing Arts while supporting major events including the Great American Beer Festival, National Western Stock Show, and Denver Film Festival. The organization partners with hospitality stakeholders including the Colorado Convention Center, hotel operators such as Hyatt Regency Denver at Colorado Convention Center and brands represented by American Hotel & Lodging Association, as well as transportation providers like Denver International Airport.

Overview

Visit Denver serves as the centralized marketing, sales, and tourism development entity for the city, working with municipal bodies such as the Denver Department of Economic Development and regional partners including Metro Denver Economic Development Corporation. It liaises with cultural institutions like History Colorado Center, sports franchises such as the Denver Broncos and Colorado Rockies, and performing arts organizations like the Denver Performing Arts Complex to curate travel itineraries, group bookings, and convention services. Visit Denver's remit intersects with hospitality groups including Hilton Worldwide, Marriott International, and InterContinental Hotels Group to track occupancy trends, meeting nights, and destination competitiveness relative to peer destinations like Las Vegas, Salt Lake City, and Phoenix, Arizona.

History

Founded in the early 21st century, the organization emerged amid shifting strategies in destination marketing previously managed by local chambers of commerce and tourism bureaus such as the Denver Metro Chamber of Commerce. Early partnerships included collaborations with venues like the Red Rocks Amphitheatre and initiatives tied to citywide cultural calendars anchored by institutions such as the Denver Public Library and Denver Art Museum. Over time the organization expanded marketing into international markets served by carriers at Denver International Airport—including United Airlines and Southwest Airlines—and developed convention sales to attract national associations like the American Bar Association and Society for Human Resource Management.

Attractions and Landmarks

Visit Denver highlights a mix of urban and regional attractions. Key urban sites promoted include the 16th Street Mall, the Colorado State Capitol, the Denver Union Station, and the Wings Over the Rockies Air & Space Museum. Neighborhood attractions such as LoDo (Lower Downtown Denver), RiNo (River North Art District), and Cherry Creek Shopping Center are part of curated visitor experiences alongside natural and outdoor destinations like nearby Rocky Mountain National Park, Mount Evans, and the South Platte River corridor. Cultural destinations featured include the Denver Museum of Nature & Science, Clyfford Still Museum, and the Museum of Contemporary Art Denver.

Events and Festivals

The organization markets signature events: the Great American Beer Festival, an annual showcase of breweries; the National Western Stock Show, a livestock and rodeo event drawing national exhibitors; and the Denver County Fair, a locally themed celebration. Seasonal programming includes promotion of Denver PrideFest, the Cherry Creek Arts Festival, and concert seasons at Red Rocks Amphitheatre featuring touring artists featured on the Rock and Roll Hall of Fame circuit. Visit Denver also bids for and markets conventions tied to professional associations such as American Institute of Architects conventions and trade shows like Consumer Electronics Show-adjacent regional gatherings.

Getting There and Transportation

Promotion emphasizes air and ground access via Denver International Airport, a major hub served by carriers including United Airlines, Southwest Airlines, and Frontier Airlines. Ground transit and last-mile connectivity promoted with partners include Regional Transportation District (RTD), which operates the A Line (RTD) rail service to Denver Union Station, and bus services connecting to suburban hubs like Aurora, Colorado and Lakewood, Colorado. Road access via interstate corridors such as Interstate 25 in Colorado and Interstate 70 is highlighted for regional travelers driving from peer markets like Boulder, Colorado and Colorado Springs, Colorado.

Accommodation and Dining

Marketing emphasizes a diverse lodging inventory ranging from luxury hotels such as The Brown Palace Hotel and Spa and chain properties managed by Marriott International to boutique offerings in neighborhoods like Capitol Hill, Denver and Highlands Ranch boutiques. Culinary promotion leverages Denver's restaurant scene with destinations like Union Station restaurants, farm-to-table operators tied to the Colorado Farm Bureau, and brewing institutions represented by Great Divide Brewing Company and other craft brewers showcased during the Great American Beer Festival. Partnerships extend to lodging associations such as the Denver Metro Lodging Association to monitor occupancy, average daily rate benchmarks, and visitor satisfaction metrics.

Visitor Services and Tourism Promotion

The organization operates visitor information services at hubs like Denver Union Station and the Colorado Convention Center, providing concierge services, meeting planning resources, and convention services to associations such as the American Library Association. Marketing channels include digital campaigns coordinated with media partners like Visit USA and targeted international sales in source markets served by British Airways and Lufthansa. Collaborative initiatives include workforce development programs with institutions such as Community College of Denver and hospitality training partnerships with Johnson & Wales University (Denver) to support visitor-facing employment pipelines.

Category:Tourism in Colorado