UTAH STATE CAPITOL—Tourism is a billion dollar industry in Utah. In 2022 travelers spent $12 billion resulting in $2.1 billion in State and Local Tax Revenues. In 2022, Davis County visitors spent $558.1 million that resulted in $101.8 million in Local Sales Tax Revenues and supported 5,886 jobs. 

The Utah Tourism Industry Association and the Utah Office of Tourism hosted the annual Tourism Day on the Hill last week to meet with lawmakers and discuss Utah tourism legislative priorities.

“Our mission is to build a powerful brand for the State of Utah,” said Managing Director of the Utah Office of Tourism, Natalie Randall. “Through Life Elevated and the Mighty 5 centered around our five national parks we want to inspire visitors and give them a sense of place and prepare for an enduring economy and to continue to share that message.”

Tourism touches everyone, she said. “It's on both sides, when visitors come in and the owners of businesses within tourism as well.”

“Davis County has been going to the event for many years,” said Tourism Director, Jessica Merrill. “It’s a chance to work face-to-face with legislators on tourism and economic bills to have a voice. There are outdoor recreation funding needs, transient room tax, there's always something that touches tourism. We try to represent our area and contribute to business and hotel partners from Davis County.”

October through March is their down season, said Merrill. “We want to bring visitors in the off season. The Western Sports Park will be huge and for leisure there is Antelope Island. That’s my favorite time to go there.”

The Davis Conference Center is also a huge driver, she said. “We thrive on conferences, meetings and sports with the $65 million remodel and expansion of the Western Sports Park. We’ve had a huge visitation in the last two years.”

Merrill said the county is trying to attract those groups. “We don’t have a ski resort or national park. Our biggest impact is using those two facilities to attract groups out of the area. They’ll give the biggest tourism lift to Davis County.”

They gather all the Davis County assets and go across the country to meet-one-on-one to get visitors to come to Davis County, she said. “We want to put us on the map. The hardest part about tourism is that we’re selling products we don’t own.”

Hotel occupancy is really great, said Merrill. “We did very well in 2023. We’re hoping 2024 will be the same.”

From a state perspective, the $2.1 billion in State and Local Tax Revenues from tourism gave $1,200 in savings to each household, she said. “If there was no tourism, Utahns would have to pay that.”

When people think of tourism they often think only of family vacations, Lagoon and other leisure activities, said Merrill. “It’s a lot more than that. We do get the leisure side but there is a huge impact from the Conference Center and Western Sports Park when visitors come in, stay in the area, spend money then leave.”

Tourism boosts the economy, she said. “At Discover Davis we’re doing everything we can to create a stronger economy in Davis County. It helps provide residents with a better quality of life.”