Pikes Peak Region Visitation & Spending Continue to Rise
After a standout recovery year, 2022 surpassed 2021’s momentum
June 30, 2023 – Colorado Springs, Colo. – Today, Visit Colorado Springs released findings from the 2022 Longwoods International Travel USA Visitor Profile study, which showed visitation and spending have continued to rise over last year. Total visitation was 24 million, up from 23.7 million in 2021, and total spending was $2.8 billion, up from $2.6 billion in 2021.
The 2021 Longwoods study showed spending and visitation were even higher than they were in 2019, which was a record year prior to the pandemic. Now, the 2022 findings show even more growth from 2019.
“It was possible that 2021 would be an anomaly due to the pent-up demand for travel post-pandemic,” said Doug Price, President & CEO of VCOS. “After analyzing the 2022 findings, it’s clear that the region’s tourism is continuing to recover on an upward trajectory.”
Key findings and analysis from the Longwoods research include:
The percentages of visitation broken out by season are – January-March (21%), April-June (26%), July-September (29%), October-December (24%). This data indicates the curve for seasonal trips seems to be flattening and efforts to promote the Pikes Peak Region as a year-round destination are effective.
The majority of visitors (34%) came to the region to visit friends and family members, showing that locals have a major influence on who comes and what activities they do.
35% of overnight visitors had someone in their party with a disability (compared to the U.S. norm of 20%), indicating the Pikes Peak Region is seen as a good destination for those with disabilities.
69% of overnight guests were repeat visitors with 45% of them having visited in the last 12 months, indicating a high level of visitor satisfaction.
The top states of origin for people traveling to the Pikes Peak Region were Colorado (22%), Texas (12%) and California (12%). The number of in-state visitors grew the most, up from 16% in 2021.
11% of visitors cited our local convention and visitors bureau (VCOS) as their trip planning information source compared to only 4% of the U.S. norm, indicating VCOS is a strong resource for those in the pre-trip phase.
68% of visitors enjoyed outdoor activities during their trip compared to the U.S. norm of 48%, showing the Pikes Peak Region is a known destination for the outdoors.
65% of overnight travelers were very satisfied with their overall trip experience with the highest marks in sightseeing/attractions and friendliness of people.
“Our annual Longwoods reports offer incredibly valuable insights to our team as we plan the upcoming year’s marketing campaigns and strategies,” said Amy Long, Chief Innovation Officer at VCOS. “Over the last year, we’ve focused heavily on marketing year-round visitation, so it’s reassuring to see the seasonal curve flattening. One area we’re continuing to work on is increasing the length of trip and number of nights spent in the Pikes Peak Region.”
Another key area of growth for VCOS in 2023 is improving accessibility across the destination. The organization launched a partnership with accessible travel site Wheel the World this year. With 35% of overnight visitors traveling with someone with a disability, it’s especially important that visitors have all the information they need ahead of their trips to ensure a great experience.
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. Visit COS 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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