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SALT LAKE CITY — Tourism leaders gathered in the Capitol rotunda on Wednesday to recognize Utah’s booming tourism economy.
Representatives from more than 20 Utah tourism organizations met to celebrate their partnerships with state and local government officials. They assembled to recognize legislative investments that have resulted in Utah’s now-$7.5 billion tourism economy.
“We’re grateful that the governor and the Legislature really believe in tourism as a growth part of the economy, and so they are increasing the investment of tourism this year,” said Vicki Varela, managing director of the Utah Office of Tourism.
Varela said by the end of the 2015 session, tourism leaders hope to have $18 million to invest further in marketing strategies for Utah as a tourism destination.
Gov. Gary Herbert said tourism is “vital” for the state’s economy, and it’s important for Utah to live up to its potential as a unique state with such a variety of recreational opportunities.
He said the state’s future in tourism is “alive and well.”
Utah’s current tourism industry contributes $1 billion in taxes to the state’s overall economy, and lawmakers are looking to expand upon the state’s investment in tourism due to its positive return, Herbert said.
“We’ve got good people in place to promote Utah,” Herbert said. “It’s not a hard sell. The idea of ‘Life Elevated’ really is one that does resonate with people, whether it’s for economic opportunity … or whether it’s a place to come and enjoy the outdoors with your families and friends. The uniqueness and the beauty of Utah is just stunning compared to other states."
According to a Bureau of Economic and Business Research publication, tourism accounts for more than 130,000 jobs in Utah. Additionally, the tourism-related tax revenues grew 22 percent from 2009 to 2013 and 5 percent from 2012 to 2013, the publication states.
More than 50 percent of people who attend the state’s national parks are international visitors, Herbert said.
Varela said tourism leaders have an “ambitious agenda” to expand on the state’s tourism industry with this year’s state investments. She said rural areas like Kanab have potential as “spectacular international destinations” with better branding and marketing strategies. Also, the new Delta Air Lines direct flight to Amsterdam has opened up more target markets for advertising Utah.
“There is still so much potential to build Utah’s tourism,” Varela said, adding tourism leaders are expecting about 6 percent in industry growth next year.
“We’re getting serious momentum,” said Nan Anderson, executive director of Utah Tourism Industry Association. “It’s a good time to be in the tourism industry.” Email: kmckellar@deseretnews.com
