Visit Longmont

At our recent Longmont Rotary meeting, John Ricks, Executive Director of Visit Longmont, presented an overview of the city’s growing visitor economy and strategic tourism initiatives. Visit Longmont operates as a 501(c)(6) non-profit funded by a 2% lodger tax and a 2% Longmont Tourism Improvement District (LTID) assessment, generating roughly $1 million in annual revenue for destination promotion.

In 2025, tourism generated $105.5 million in visitor spending, $4.8 million in local tax revenue, and supported 307,100 overnight visitors. Growth has accelerated in 2026, with year-to-date lodger tax collections through July up 21.7% over 2025.

Key strategic initiatives include conducting a comprehensive Visitor Perception Study to establish long-term brand positioning and partnering with the Sundance Film Festival to house 500 volunteers. This festival activation features a dedicated "Volunteer Village" with shuttles connecting visitors directly to Main Street businesses.