Blog Post
Insight: 2015 Utah Tourism Conference Attracts Record Attendance
By: Jennifer Leaver
In keeping with recent record-setting trends in Utah’s tourism sector, the 2015 Utah Tourism Conference sold out for the first time to record attendance. Though holding the early October conference at the entrance to breathtaking Bryce Canyon National Park – and offering hikes, horseback rides, canyoneering, and star-viewing opportunities to conference attendees – certainly didn’t hurt!
I found it fitting that speed skater and Olympic medalist Derek Parra gave the conference’s welcoming speech. During his talk, Parra described his journey from roller rink racer to world-record holder and 2002 Salt Lake Olympic gold medalist by recounting the many obstacles he had to overcome in order to claim his place on the podium. His moving talk was punctuated by a standing ovation from conference attendees. Other conference highlights included a quote-worthy talk by Bryce Canyon National Park Superintendent, Lisa Eckert, regarding the upcoming U.S. national park system’s centennial celebration, a fascinating presentation by advertising guru, Kelly McDonald, on how to market to those “not like you,” and an informative slideshow by Jurek Lipski on social media advertising trends (e.g. how to use Snapchat to market your destination).
2015 Utah Tourism Conference
Like Derek Parra, Utah’s tourism industry seems to have been “going for the gold” lately. In 2015, total Utah traveler spending was at an all-time high of $7.8 billion, generating $1.07 billion in total state and local tax revenue. Similarly, in 2014, Utah’s five national parks reported a record 7.2 million recreation visits, with current visitation trending even higher. Utah’s accommodation sales – another good indicator of Utah traveler activity – increased 5 percent from 2013 to 2014, and were up almost 30 percent from 2010. Total 2014 tourism-generated jobs and wages were both at record levels as well.
My favorite part of any conference is leaving with more knowledge upon departure than upon arrival. At the conclusion of the 2015 Utah Tourism Conference, I left with some truly informative tourism-related information. For example, Utah Scenic Byway 12, which slices through the heart of Grand Staircase-Escalante National Monument, generated an estimated $13 million in economic impact in 2013. This accounted for almost one-tenth of total sales in Garfield and Wayne Counties. Another great fact: selfies taken at hotels (a.k.a. “hotelfies”) currently dominate social media while offering free destination advertising. Finally, as Utah’s national parks and surrounding gateway communities confront increased popularity and capacity issues, partnerships between public agencies and private entities will be a crucial step in strategizing effective future solutions.
I have to admit, I’m already looking forward to the 2016 Utah Tourism Conference. In the meantime, I’m sure Utah’s tourism industry will be setting more and more records.
Jennifer Leaver is a research analyst at the Kem C. Gardner Policy Institute.