Summit County’s tourism economy experienced another snowstorm of success this year, with the region rolling in as the state’s second-largest economic driver behind Salt Lake County.
Tourism in Utah generated an estimated $12.71 billion in direct visitor spending during the fiscal year, supporting almost 160,000 jobs statewide and creating $2.35 billion in state and local tax revenue, according to the Utah Office of Tourism Managing Director Natalie Randall.
Almost $1.65 billion, or 13%, of that came from visitor spending in Summit County. Salt Lake dominates the list of counties with an annual visitor economy of $4 billion, or 40% of Utah’s total. Still, more than $18 million collected intransient room taxes last year in the greater Park City area made up 17% of the total statewide revenue.
The figures are still preliminary, but if confirmed, they would make for another record-breaking year for Utah’s economy.
“We’re the only state agency that’s wholly dedicated to marketing the state, but it is important as we take into account the balance and as we see the growth, especially in communities like Park City and a mature visitor economy, the development pieces and the stewardship pieces as well. Economic impact in our state is significant. Tourism provides a significant piece to that,” Randall said.
Another historic winter in the Park City area, combined with strong retail and lodging numbers as well as the Park City Chamber/Bureau’s rebranding effort, allowed the area to emerge as a significant contributor to the state.
Around 15% of total spending in Summit County comes from visitors, leading to a tax revenue of $291.5 million for the county and support for 15,000 local jobs.
The metrics were lauded as the Chamber/Bureau’s latest achievements during its annual meeting on Wednesday at Pendry Park City.
Over the last six months, lodging numbers have started to level out. Occupancy rates are up 3% and rates are up 1%. President and CEO Jennifer Wesselhoff said Summit County is exactly on pace for this time last year.
“Where the rubber really hits the road though is in our tax collection, and where visitor spending continues to drive and increase in all of the tourism-related categories for Summit County tax collections from January through August, those categories are up … between 3-5%,” Wesselhoff said. “We have a lot of success to build upon in the upcoming year, and we have such an incredibly strong foundation.”
Almost 90% of funding for the Chamber/Bureau came from the transient room tax, which is paid by visitors for short-term lodging in Summit County. Wesselhoff estimated international travelers account for 12% of overnight visitation, a demographic that’s been returning to the community in the wake of the coronavirus pandemic. More than 8,500 people visited the Visitor Center help desk in 2023.
Wesselhoff also highlighted how the new tourism brand, legislative efforts focused on housing, transportation, diversity and sustainability as well as the return of the Winter Games in 2034 could impact future visitation.
The Mountainkind ethos was unveiled as a way to present Park City as an “unparalleled mountain community where respect for each other and our natural world defines us.” The Chamber/Bureau hopes the message inspires tourists to support small businesses and take care of the environment while officials plan for the next 10 years.
Local tourism officials plan to focus on attracting quality visitors to the Park City area while they plan for future developments associated with the future Olympics and prepare to take on the international spotlight.
“Economic impact numbers are a priority, but we prioritize at the top of our mission, elevating life in Utah and considering quality of life is a key piece to that balance,” Randall said.
About 78% of Utahns say tourism has a positive effect on the state’s reputation, according to a resident sentiment survey.
That number is higher among Park City residents, 91% of whom said tourism is important to the local economy. However, Randall acknowledged there was still work to be done with only 40% of Parkites saying the positive effects outweigh the negative.
A large majority of Chamber/Bureau members have said maintaining community character and a sense of place is important to them.