Aspen Chamber Resort Association Announces 2025 Visitor Profile Study Findings

ASPEN, Colo. (June 30, 2026) – Today the Aspen Chamber Resort Association (ACRA) shared the results of its most recent visitor profile study. The survey, conducted in March of 2026, collected data and insights on 2025 visitor demographics, travel behaviors, spending patterns, and satisfaction levels to better understand who is coming to Aspen and what drives their experience.

Key findings include:

• Aspen welcomed over 1.1 million visitors in 2025, generating $1.7 billion in direct visitor spending and a total economic impact of $2.0 billion supporting more than 15,000 jobs in the visitor industry.
  Aspen’s visitor base is exceptionally loyal, averaging 12.9 lifetime trips to the destination, with more than half of 2025 visitors having also traveled to Aspen in 2024.
• Over four in ten Aspen visitors and day trippers (41.3%) traveled from within Colorado, with Denver representing the single largest origin metro market. Visitors describe themselves as values-driven, transformative travelers with dining (86.6%), historical sites (72.1%), and cultural experiences ranking as top destination selection drivers.
• While awareness of the 2027 airport closure is low (with one-third of visitors aware of the planned closure), 66.3% of respondents expected the closure to have no impact on their Aspen travel plans, with just 15.1% being less likely to visit.
• Aspen leads its competitive set in future travel intent, destination attribute performance, and advertising recall yet overall trip satisfaction (77.4%) and likelihood to recommend (69.3%) have declined since the 2022/23 survey, pointing to a growing opportunity to close the gap between Aspen’s premium positioning and visitor expectations, particularly around value and transportation.

"These findings are a powerful reminder of the meaningful role tourism plays in Aspen's economy and our community's way of life, generating significant economic impact and supporting thousands of local jobs,” said Eliza Voss, Senior Vice President of Destination Marketing at ACRA. “At the same time, some of the data signals that we still have work to do to ensure every visitor leaves feeling that Aspen delivered on its promise. That's exactly the kind of insight this study is designed to give us, and we're committed to using it to guide our strategy going forward."

Future Partners implemented an online survey of Aspen visitors distributed to respondents sourced from both a trusted third-party online panel of travelers and ACRA’s owned and partner audiences. The final report presents data from 929 completed surveys gathered from March 6, 2026 through March 23, 2026. Respondents were all 18 years or older and visited the Aspen area during 2025.

The visitor profile study and its findings are a key component of the Aspen Destination Management Plan (ADMP). The ADMP aims to enhance resiliency in the community while protecting the quality of life for Aspen residents and preserving the very reason people enjoy coming to Aspen. The three pillars identified by the plan are: address visitor pressure, enhance the Aspen experience, and preserve small-town character.

The Visitor Profile Study findings report is available here.

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Media Contact: Landry Carrera, Backbone landry.carrera@backbone.media

About ACRA
Aspen Chamber Resort Association (ACRA) is a non-profit organization dedicated to supporting Aspen's business community and enhancing the visitor experience. ACRA is a unique blend of a traditional chamber of commerce and a visitors' and convention bureau made up of approximately 750+ local businesses, a strong, diverse board of directors, and a dedicated staff. ACRA's four departments which support the Aspen business community are Destination Marketing and Group Sales, Membership, Special Events, and Visitor Services. For more information visit www.aspenchamber.org or call 970-925-1940.