Travel & Tourism
The Gardner Institute produces leading travel and tourism research in Utah. We produce reports, profiles, research briefs, fact sheets, data sheets, and blogs on Utah’s visitor economy. Our research informs the Utah Office of Tourism, destination marketing organizations, policymakers, and the general public.
An Economic Summary of Utah’s Cultural Industry, 2023
In 2021, Utah’s cultural industry, which comprises the design, education, entertainment, fashion, film, humanities, and traditional arts sectors, generated $10.1 billion in output (direct spending) and supported an estimated 65,300 Utah jobs.
Insight: Strong Tourism Recovery Prompts Sustainable Travel Advocacy
By: Jennifer Leaver The homepage of the Utah Office of Tourism’s website (travel.utah.gov) introduces visitors to its Red Emerald Strategic Plan. This unique-to-Utah gemstone—the red emerald—symbolizes the quality of a Utah visitor experience: rare, distinct, and highly coveted. But how does a state tourism office and its regional partners balance a quality visitor experience with increasing visitation? One strategy is to advocate for sustainable travel through visitor education. […]
Washington County Cultural Industry Snapshot, 2020
Washington County's arts, culture, and entertainment industry (cultural industry) is comprised of a variety of industries, including jobs in the areas of design, entertainment, fashion, film, humanities, live events, museums, and traditional arts.
Salt Lake County Cultural Industry Snapshot, 2020
Salt Lake County's arts, culture, and entertainment industry cultural industry) is comprised of a variety of industries, including jobs in the areas of design, entertainment, fashion, film, humanities, live events, museums, and traditional arts.
2030 Olympic and Paralympic Winter Games in Utah: Estimated Economic and Fiscal Impact
The proposed 2030 Olympic Winter Games in Utah would make a significant economic impact.
Insight: The Good, The Bad, and The Ugly: Addressing Utah’s Short Term Rental Market Growth
By: Jennifer Leaver Short term rentals, available on platforms like Airbnb and VRBO, have drawn both positive and negative attention over the past few years. Initially, short term rentals were lauded as income-generators that allowed local residents to rent out their personal spaces and properties to visitors. In fact, during the COVID-19 pandemic, short term rentals were perceived by travelers as “safer” accommodation alternatives to hotels. However, short term rentals have generated controversy as neighborhood disruptors and key contributors to local and employee housing shortages. […]
Utah Travel and Tourism County Profiles, 2020
Utah Travel and Tourism County Profiles for 2020 give a detailed breakdown of key economic indicators related to tourism for each of Utah's 29 counties.
Utah Resident Opinions on Tourism: Local Area Survey Results March 2022
Utah residents indicate a wide range of opinions about Utah’s tourism industry. A local area survey conducted in Fall 2021 provides insight on the similarities and differences in how tourism is perceived in 14 different areas of the state.
Tourism Insight: Record Utah Park Visitation Spanned Seasons and Destinations in 2021
As 2021 park visitation numbers roll in, Utah’s parks appear to have remained virtually unscathed by the 2020 pandemic, with visitation spread among both seasons and destinations. For purposes of understanding 2021 park visitation in the context of “normal” visitation, I have compared 2021 with 2019 (pre-pandemic) visitation.