Tourism an economic driver in Utah, says Governor

Utah Governor Gary Herbert brought the travel draws of the Beehive State north during a recent trade mission to Canada, as the state places an increased focus on tourism as a revenue generator.

Governor Herbert was joined by Utah Office of Tourism CEO Vicki Varela during a media roundtable (which was hosted prior to a tourism-focused reception) in downtown Toronto last week, detailing the main areas of focus for the state’s tourism industry.

According to Gov. Herbert, who has served since 2009 after first serving as the state’s Lieutenant Governor since 2005, Utah put an increased focus on tourism as a revenue source following the financial downturn of 2008, as the state looked to “diversify and improve” its economy, he said. The approach is paying off: in 2015, Utah’s tourism industry was valued at approximately $8 billion, contributing more than $1 billion in taxes to state coffers, or roughly one-fifteenth of the state’s $15 billion economy, the governor explained.

“We were faced with a unique challenge to turn our economy around,” Herbert said, “and tourism held great opportunities for us.”

According to Varela, while the 2002 Winter Olympics in Salt Lake City briefly put the travel spotlight on Utah, that momentum was not maintained and visitation declined in the years following, in turn leading to the creation of a tourism marketing performance fund in 2005 and an increased focus on tourism advertising.

“It’s taken Utah from an unknown to a bucket-list destination,” she said.

Among the state’s tourism highlights being actively promoted are its 43 State and five National Parks (dubbed ‘The Mighty Five’), along with the adventure and outdoor travel opportunities that come along with them, from hiking to mountain biking to skiing; exemplifying the parks’ popularity with international travellers, Herbert said approximately 50 per cent of annual visitors are from outside the U.S.

In addition to nature and outdoor activities, Utah is also promoting a growing luxury travel segment which continues to expand with the construction of several luxury hotel properties in Park City, along with a vibrant arts and culture scene which Herbert said contributes to the state’s “wholesome” reputation.

Despite the current exchange rate, Canada remains the state’s top international market, Herbert explained, with Canadians spending $319 million in 2015, an increase of 11 per cent.