The Value Of Tourism
Aurora, Colorado, is a vibrant community that thrives on its unique combination of natural beauty, cultural diversity, and business opportunities. Tourism plays a critical role in fueling the city’s economy. Visit Aurora exists to harness this potential, promoting the city as a premier travel destination and ensuring that visitor spending drives economic growth.
In 2024, visitors to Auroracontributed an estimated $511.9 million in direct travel spending to the local economy
Picture this: every traveler captured by the allure of our destinations contributes to a dynamic cycle of economic prosperity. Investment in travel marketing doesn't just attract more visitors; it sets off a chain reaction. Visitors spend freely across a variety of sectors—each dollar circulates through restaurants shops, hotels, and entertainment venues. This spending is not isolated, as each sector supports many livelihoods, from chefs and taxi drivers to innkeepers and artisans.
Empowering Local Communities: For our city, this influx of travel dollars translates into tangible benefits. It generates jobs, increases wages, and produces vital tax revenues that are reinvested into community services. The additional revenue from local sales and lodgers taxes support our schools, pave our roads, and ensure our public spaces remain safe and inviting—the very amenities that also enhance the lives of our residents. 25% of the lodger’s tax revenue is reinvested to keep Aurora at the top of visitors' minds.
In 2024, Visit Aurora generated $125.9 million in future economic impact through hotel group bookings³
Strategic Vision for Sustainable Tourism: As stewards of our local economy, we must leverage these insights to nurture a balanced approach to tourism that respects our community’s identity and conserves our cultural and natural resources. By focusing on sectors with the highest impact, such as meetings, conventions, and events, we can create memorable experiences that entice visitors while fostering economic resilience.
COMMUNITY PRIDE AND NATIONAL RECOGNITION
Tourism in Aurora fosters local pride and deepens community bonds while simultaneously elevating the city's national reputation. As residents share its unique landscape and cultural richness, strategic promotional efforts position Aurora on a broader stage, highlighting its innovation, hospitality, and inclusivity. This dual approach ensures Aurora is both celebrated locally and recognized nationally as a premier destination, driving economic growth and enriching the community's cultural tapestry.
References: 1. Dean Runyan Associates, "The Economic Impact of Travel, Colorado.” 2. City of Aurora, "Lodgers Tax Collections"(excluding city incentives and fees). 3. Visit Aurora, "2024 Annual Report."