Utah’s tourism economy has experienced a strong recovery since the pandemic more than three years ago. Visitor spending, jobs, and tax revenue have all surpassed pre-pandemic levels. Utah’s ski industry reported another record year, while the state’s “Mighty 5” national parks and state parks continue to attract visitors from across the nation and around the world.

The success of the tourism economy, like the overall success of the state, creates an imperative for tourism leaders to think more strategically than ever. Success is measured not only by annual return on investment, but by industry initiatives supporting a perpetual visitor economy, such as expanding outdoor recreation and transportation infrastructure; also maintaining the quality of the experience for visitors and residents alike.

This month, we were joined at our monthly Newsmaker Breakfast by Vicki Varela, Managing Director, Utah Office of Tourism; Kaitlin Eskelson, President & CEO, Visit Salt Lake; Natalie Randall, Executive Director, Utah Tourism Industry Association; and Jennifer Leaver, Senior Tourism Analyst, at the Gardner Institute to discuss the opportunities and challenges of Utah’s travel and tourism industry and present an outlook for this critical sector of Utah’s economic success.  

The conversation was moderated by Gardner Institute Director Natalie Gochnour.