In 2019, travelers and tourists spent a record $10.06 billion in Utah. Nonresident visitors spent $8.62 billion of that (85.7%) with the largest shares spent

on transportation, lodging, and dining. Additional nonresident visitor purchases included retail and groceries, as well as arts, entertainment, and recreation–related activities.

In early 2020, the COVID-19 pandemic rattled the global travel and tourism industry with unprecedented force. As the virus surfaced in the U.S. in February, travel restrictions, flight cancellations, stay-at-home orders, and service-oriented business closures directly impacted visitor spending, tourism-related jobs, and visitation trends. While leisure and hospitality sector sales made a healthy rebound in the fall months of 2020, air travel, car rental sales, and overall U.S. traveler spending remained down 40%–50% throughout the end of the year.

In 2019, Utah experienced a record 10.7 million national park visits and a record 7.8 million state park visits. During the last few years, national park visitation has decelerated while state park visitation has accelerated. The COVID-19 pandemic augmented this trend as individuals ventured closer to home and sought outdoor recreation. In fact, despite the pandemic, overall state park visitation was up 33% in 2020, while overall national park visitation was down 27%.

Visitors and Spending Tax RevenueTravel and Tourism-Related Employment

Year-Over Change in Park Visitation, 2019–2020

Source: Kem C. Gardner Policy Institute analysis of Utah State Parks and National Park Service data

Year

-ove

r Ch

ange

State Parks National Parks

Year

-ove

r Cha

nge

2019 2020

Thou

sand

s of

Jobs

85,000

87,400

92,000

94,200

80,070

40,900

42,000

44,000

47,300

40,205

2016

2017

2018

2019

2020e

Direct Jobs Indirect/Induced Jobs

-100%-80%-60%-40%-20%

0%20%40%60%80%

100%120%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

+7.

5%

+8.

6%

+4.

4%

-43.

1% -27.

7%

-20.

4%

-18.

7%

-16.

8%

-15.

4%

-14.

1%

-12.

6%

-13.

1%

0.020.040.060.080.0

100.0120.0140.0160.0180.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-100.0%

-80.0%

-60.0%

-40.0%

-20.0%

0.0%

20.0%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Air Passengers L&H Sales Car Rental U.S. Travel Spending

Year

-ove

r Ch

ange

State Parks National Parks

Year

-ove

r Cha

nge

2019 2020

Thou

sand

s of

Jobs

85,000

87,400

92,000

94,200

80,070

40,900

42,000

44,000

47,300

40,205

2016

2017

2018

2019

2020e

Direct Jobs Indirect/Induced Jobs

-100%-80%-60%-40%-20%

0%20%40%60%80%

100%120%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

+7.

5%

+8.

6%

+4.

4%

-43.

1% -27.

7%

-20.

4%

-18.

7%

-16.

8%

-15.

4%

-14.

1%

-12.

6%

-13.

1%

0.020.040.060.080.0

100.0120.0140.0160.0180.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-100.0%

-80.0%

-60.0%

-40.0%

-20.0%

0.0%

20.0%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Air Passengers L&H Sales Car Rental U.S. Travel Spending

Note: November car rental sales is an estimate only.Source: Kem C. Gardner Policy Institute analysis of Salt Lake City International Airport, Utah State Tax Commission, and U.S. Travel Association data

Year-Over Change in Tourism-Related Sales and SLC Airline Passengers, 2019–2020

Direct Visitor Spending, 2015–2019 (millions of 2019 dollars)

Note: Includes resident, domestic nonresident, and international visitor spendingSource: U.S. Travel Association Rest of U.S., 18%

Colorado, 2%

Arizona, 3%

Idaho, 4%

Nevada, 6%

California, 11%

Local, $607.4M

State, $732.3M

$1,178$1,316 $1,394 $1,455 $1,528

$1,703$1,875

$2,020 $2,075$2,183

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

$8,998 $9,214$9,651 $9,992 $10,064

2015 2016 2017 2018 2019

Utah, 56%

+25.2%-3.9%

+4.3%-6.5%

-3.4%-3.2%

-5.5%+4.6%

-10.1%+0.8%

$0.0 $20.0 $40.0 $60.0 $80.0 $100.0 $120.0 $140.0 $160.0 $180.0 $200.0Taiwan

BrazilSouth Korea

JapanAustralia

United KingdomFrance

GermanyChina

Canada

20182019

Skier DaysNational Park Visits

5.3 5.0 5.2 5.0 5.3 5.3 5.2 5.5 5.7 6.0 6.1 6.3 6.6 6.37.2

8.4

10.1 10.5 10.7 10.7

3.3 3.0 3.1 3.4 3.9 4.1 4.1 4.3 4.0 4.0 4.2 3.8 4.0 4.1 3.94.5 4.9

4.15.1

4.4

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

94,200

92,000

87,400

85,000

80,800

47,300

44,000

42,000

40,900

38,900

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000

2019

2018

2017

2016

2015

Direct Jobs Indirect/Induced Jobs

Statewide Car RentalResort Communities Sales TaxTransient Room Tax

Zoo, Arts, Parks

Tourism, Recreation, Cultural, and Convention

40.0%

45.0%

50.0%

55.0%

60.0%

65.0%

70.0%

75.0%

80.0%

Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

20182019

$194.1$212.8

$228.7 $234.7$246.6

2015 2016 2017 2018 2019

Travel and and tourism–related employment includes private and public jobs in accommodations, arts, entertainment, foodservice, leasing, real estate, recreation, retail, and transportation. In 2019, visitor spending supported 141,500 Utah jobs

(94,200 direct and 47,300 indirect and induced)—a 3.9% increase over 2018. It is estimated that total 2020 travel and tourism jobs will be down around 15% from 2019.

Compared with all other Utah industry sectors, leisure and hospitality had the largest year-over percent decrease in jobs in 2020. Private leisure and hospitality employment was down 13.5% from 2019, reflecting a loss of 20,800 jobs. However, Utah’s private leisure and hospitality sector has outperformed the sector nationally.Ye

ar-o

ver

Chan

ge

State Parks National Parks

Year

-ove

r Cha

nge

2019 2020

Thou

sand

s of

Jobs

85,000

87,400

92,000

94,200

80,070

40,900

42,000

44,000

47,300

40,205

2016

2017

2018

2019

2020e

Direct Jobs Indirect/Induced Jobs

-100%-80%-60%-40%-20%

0%20%40%60%80%

100%120%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

+7.

5%

+8.

6%

+4.

4%

-43.

1% -27.

7%

-20.

4%

-18.

7%

-16.

8%

-15.

4%

-14.

1%

-12.

6%

-13.

1%

0.020.040.060.080.0

100.0120.0140.0160.0180.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-100.0%

-80.0%

-60.0%

-40.0%

-20.0%

0.0%

20.0%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Air Passengers L&H Sales Car Rental U.S. Travel Spending

Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics

Year-Over Change in Private Leisure and Hospitality Employment, 2019–2020

Total economic activity associated with $10.06 billion in direct visitor spending in 2019 generated $1.34 billion in total state and local tax revenue.1 It is estimated that year-over total tax revenue will be down around 20%–30% in 2020. The

most recent tourism-related sales tax revenue data show totals coming in around 24% lower than in 2019.

From January to November, 2020, Rich County collected the most year-over additional tax revenue ($140,795), followed by Daggett ($26,282). Conversely, Salt Lake, Grand, and Summit counties experienced the greatest revenue decreases, accounting for 70.0% of all 2020 statewide county transient room tax revenue losses. Piute, Morgan, and Rich counties had the greatest year-over percent increases in transient room tax revenue and their combined gains ($172,680) represented 87.6% of total statewide increases during the January to November time period.

Year

-ove

r Ch

ange

State Parks National Parks

Year

-ove

r Cha

nge

2019 2020

Thou

sand

s of

Jobs

85,000

87,400

92,000

94,200

80,070

40,900

42,000

44,000

47,300

40,205

2016

2017

2018

2019

2020e

Direct Jobs Indirect/Induced Jobs

-100%-80%-60%-40%-20%

0%20%40%60%80%

100%120%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

+7.

5%

+8.

6%

+4.

4%

-43.

1% -27.

7%

-20.

4%

-18.

7%

-16.

8%

-15.

4%

-14.

1%

-12.

6%

-13.

1%

0.020.040.060.080.0

100.0120.0140.0160.0180.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-100.0%

-80.0%

-60.0%

-40.0%

-20.0%

0.0%

20.0%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Air Passengers L&H Sales Car Rental U.S. Travel Spending

Note: e=estimateSource: Kem C. Gardner Policy Institute analysis of Utah Department of Workforce Services data

Travel and Tourism-Supported Jobs, 2016–2020

6.1%Construction

-0.6%Education & Health Services

2.8%Financial Activities

-0.4%Government-1.0%Information

-13.5%Leisure & Hospitality-0.3%Manufacturing

-9.1%Natural Resources and Mining

2.5%Other Services

-1.6%Professional & Business Services

1.4%Trade, Trans., and Utilities

Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics data

Year-Over Change in Utah Employment by Sector, 2019–2020

Select Tourism-Related Sales Tax Revenues, 2016–2020 (millions of 2020 dollars)

$233.7$245.5 $244.9

$250.9

$190.9

2016 2017 2018 2019 2020e

Statewide Car Rental

Resort Communities Sales Tax

Transient Room Tax (County & Muni)

Zoo, Arts, Parks

Tourism, Recreation,Cultural, and Convention

$1,339 $1,419 $1,480 $1,555$1,733

$1,889$2,056 $2,111 $2,221

$1,630

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020e

-100.0%-80.0%

-60.0%-40.0%-20.0%

0.0%20.0%40.0%

Jan Feb Mar Apr Nay Jun Jul Aug Sep Oct Nov Dec

Year

-ove

r Ch

ange

Springdale Downtown Salt Lake City

Total Travel and Tourism- Generated Tax Revenue, 2019

Rest of U.S., 18%

Colorado, 2%

Arizona, 3%

Idaho, 4%

Nevada, 6%

California, 11%

Local, $607.4M

State, $732.3M

$1,178$1,316 $1,394 $1,455 $1,528

$1,703$1,875

$2,020 $2,075$2,183

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

$8,998 $9,214$9,651 $9,992 $10,064

2015 2016 2017 2018 2019

Utah, 56%

+25.2%-3.9%

+4.3%-6.5%

-3.4%-3.2%

-5.5%+4.6%

-10.1%+0.8%

$0.0 $20.0 $40.0 $60.0 $80.0 $100.0 $120.0 $140.0 $160.0 $180.0 $200.0Taiwan

BrazilSouth Korea

JapanAustralia

United KingdomFrance

GermanyChina

Canada

20182019

Skier DaysNational Park Visits

5.3 5.0 5.2 5.0 5.3 5.3 5.2 5.5 5.7 6.0 6.1 6.3 6.6 6.37.2

8.4

10.1 10.5 10.7 10.7

3.3 3.0 3.1 3.4 3.9 4.1 4.1 4.3 4.0 4.0 4.2 3.8 4.0 4.1 3.94.5 4.9

4.15.1

4.4

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

94,200

92,000

87,400

85,000

80,800

47,300

44,000

42,000

40,900

38,900

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000

2019

2018

2017

2016

2015

Direct Jobs Indirect/Induced Jobs

Statewide Car RentalResort Communities Sales TaxTransient Room Tax

Zoo, Arts, Parks

Tourism, Recreation, Cultural, and Convention

40.0%

45.0%

50.0%

55.0%

60.0%

65.0%

70.0%

75.0%

80.0%

Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

20182019

$194.1$212.8

$228.7 $234.7$246.6

2015 2016 2017 2018 2019

$1.34Billion

Note: Includes economic multiplier effects.Source: Kem C. Gardner Policy Institute analysis of U.S. Travel Association and Utah Tax Commission data

Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data

Tooele-12.2%

Millard-8.3%

Iron0.3%

Kane-10.1%

Beaver-2.4%

Duchesne14.7%

Sevier0.0%

Washington-4.6%

Summit-13.0%

Sanpete-2.7%

Wasatch-7.1%

San Juan-53.8%

Box Elder-23.6%

Uintah-33.5%

Emery-31.6%

Gar�eld-39.0%

Juab21.1%

Grand-24.1%

Wayne-21.7%

Utah-29.2%

Carbon-19.4%

Piute54.5%

Rich 35.4%Cache, -21.0%

Weber -15.6%Davis -34.6%

Salt Lake-48.5%

Daggett 16.5%Morgan 40.9%

-53.8% to -30.0%-29.9% to -15.0%-14.9% to -0.1%0.0% to 14.9%15.0% to 29.9%30.0% to 54.5%

Year-Over Change in Transient Room Tax Revenue by County, 2019–2020

Note: county transient room tax revenue includes January through November data. Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data

Year-Over County Transient Room Tax Revenue Losses, Top 10 Counties, 2019–2020

Salt Lake County . . . . . . . . . –$9,472KGrand County . . . . . . . . . . . . –$1,323KSummit County . . . . . . . . . . –$1,276KUtah County . . . . . . . . . . . . . –$1,158KGarfield County . . . . . . . . . . . . –$848KSan Juan County . . . . . . . . . . . –$660KDavis County . . . . . . . . . . . . . . –$655KWashington County . . . . . . . . –$391KKane County . . . . . . . . . . . . . . . –$305KWeber County . . . . . . . . . . . . . –$271KSource: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data

Accommodations

Taxable accommodation sales include room charges as well as other lodging-related purchases that were un-taxed at point of sale (e.g., a hotel purchasing tax-free furniture). In 2019, Utah accommodation sales exceeded $2.2 billion, a 5.2%

year-over increase and a 28.4% increase from 2015.2 It is estimated that 2020 taxable accommodations sales will be down about 27% from 2019.3

The average annual statewide occupancy rate in 2019 (63.4%) was slightly lower than in 2018 (64.1%); in 2020, the average annual occupancy rate was 46.7%. Not only did the COVID-19 pandemic negatively affect occupancy rates in 2020, but it also negatively affected average daily room rates. Salt Lake County’s average daily rate fell 25.9%, while Garfield-San Juan-Wayne and Grand counties’ rates dropped close to 14% from the prior year.

A year-over occupancy rate comparison of downtown Salt Lake City with the gateway community of Springdale, Utah, reveals declining urban leisure and business travel in 2020 along with an uptick in rural outdoor travel. This was specifically the case in the fall of 2020, when rural tourism counties including Grand and Washington experienced 30%–40% year-over increases in visitation.

Year-Over Change in Hotel Occupancy Rates by Week, Springdale vs. Downtown SLC, 2019–2020

$233.7$245.5 $244.9

$250.9

$190.9

2016 2017 2018 2019 2020e

Statewide Car Rental

Resort Communities Sales Tax

Transient Room Tax (County & Muni)

Zoo, Arts, Parks

Tourism, Recreation,Cultural, and Convention

$1,339 $1,419 $1,480 $1,555$1,733

$1,889$2,056 $2,111 $2,221

$1,630

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020e

-100.0%-80.0%

-60.0%-40.0%-20.0%

0.0%20.0%40.0%

Jan Feb Mar Apr Nay Jun Jul Aug Sep Oct Nov Dec

Year

-ove

r Ch

ange

Springdale Downtown Salt Lake City

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

2020

Endnotes:1. Based on $10.06 billion in direct visitor spending plus $6.46 billion in indirect and induced spending effects. State tax

revenue includes sales, personal income, fuel, corporate income, and other taxes and fees; local tax revenues include sales, property, and other taxes.

2. Accommodations include hotels, motels, bed and breakfasts, campgrounds, and similar businesses Does not include short term rentals (e.g. Airbnb, HomeAway/VRBO, etc.).

Kem C. Gardner Policy Institute411 East South Temple I Salt Lake City, UT 84111 I gardner.utah.edu

D A V I D E C C L E S S C H O O L O F B U S I N E S S

Statewide Indicators 2018 2019Change

2018–2019

Utah Population (Kem C. Gardner Policy Institute) 3,166,647 3,220,262 1.7%

Employment, All Industries1 (Private Sector) 1,269,686 1,306,066 2.9%

Wages, All Industries2 (Private Sector) $60,947 $65,435 7.4%

Employment, Spending & Wages (Dollar Amounts Are Millions of Dollars)

Estimated Traveler Spending $9,745 $10,064 3.3%

Total Tourism-Related Employment3 136,000 141,500 4.0%

Total Tourism-Related Wages4 $4,870 $5,067 4.0%

Direct Leisure & Hospitality Employment (Private Sector) 148,530 153,443 3.3%

Direct Leisure & Hospitality Wages (Private Sector) $2,989 $3,215 7.6%

Leisure & Hospitality Share of Total Employment (Private Sector) 11.6% 11.7% 0.9%

Total Leisure & Hospitality Taxable Sales $8,077 $8,646 7.0%

Utah Accommodations Industry

Hotel/Motel Occupancy Rates5 64.1% 63.4% -1.1%

Hotel/Motel Average Daily Rate6 $122.74 $124.12 1.1%

Hotel/Motel Revenue per Available Room7 $78.55 $78.32 -0.3%

Accommodations Industry Employment (Private) 21,142 21,896 3.6%

Accommodations Industry Wages (Private, Millions) $565 $613 8.5%

Accommodations Taxable Sales (Millions) $2,023 $2,183 7.9%

Tourism-Related Tax Revenues (Dollar Amounts Are Millions of Dollars)

Total TRCC Tax Revenue $73.1 $78.9 8.0%

Total TRT Tax Revenue (County & Municipality) $77.3 $83.0 7.4%

Total Motor Vehicle Rental Tax Revenue $6.7 $7.0 4.7%

Total Resort Communities Sales Tax $25.6 $28.2 10.3%

Statewide Visitation Counts

Utah Skier Visits 5,125,441 4,390,831 -14.3%

Total National Park Recreation Visits 10,630,144 10,703,389 0.7%

Arches National Park 1,663,557 1,659,702 -0.2%

Bryce Canyon National Park 2,679,478 2,594,904 -3.2%

Canyonlands National Park 739,449 733,996 -0.7%

Capitol Reef National Park 1,227,627 1,226,519 -0.1%

Zion National Park 4,320,033 4,488,268 3.9%

Total National Place Recreation Visits8 6,762,377 6,777,754 0.2%

Total Utah State Park Recreation Visits (FY) 6,711,932 7,423,513 10.6%

Salt Lake International Airport – Total Passengers 25,554,244 26,808,014 4.9%

1 Employment includes annual average employee full- and part-time private jobs (does not include sole proprietors).2 Wages includes annual average full- and part-time employee wages (does not include sole proprietors).3, 4 Preliminary data. Consists of direct, indirect, and induced jobs and wages.5, 6, 7 Kem C. Gardner Policy Institute analysis of STR, Inc., data; REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN

PERMISSION OF STR IS STRICTLY PROHIBITED. 8 Visitation data for Flaming Gorge NRA and Bears Ears NM are not included.

Sources: Kem C. Gardner Policy Institute, U.S. Travel Association, Utah Department of Workforce Services, STR, Inc., Bureau of Land Management, Utah State Tax Commission, Utah State Parks, Ski Utah, National Park Service, Utah Office of Tourism, S.L.C. International Airport

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

Year-Over Change in Average Daily Hotel Room Rates by Select Counties, 2019–2020

County 2019 2020 2019–2020

Garfield–San Juan–Wayne $124.72 $107.53 –13.8%

Grand $146.42 $126.39 –13.7%

Kane $193.74 $182.00 –6.1%

Salt Lake $114.85 $85.15 –25.9%

Summit $269.73 $249.54 –7.5%

Washington $102.96 $94.32 –8.4%

Taxable Accommodations Sales, 2011–2020 (in millions of 2020 dollars)

$233.7$245.5 $244.9

$250.9

$190.9

2016 2017 2018 2019 2020e

Statewide Car Rental

Resort Communities Sales Tax

Transient Room Tax (County & Muni)

Zoo, Arts, Parks

Tourism, Recreation,Cultural, and Convention

$1,339 $1,419 $1,480 $1,555$1,733

$1,889$2,056 $2,111 $2,221

$1,630

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020e

-100.0%-80.0%

-60.0%-40.0%-20.0%

0.0%20.0%40.0%

Jan Feb Mar Apr Nay Jun Jul Aug Sep Oct Nov Dec

Year

-ove

r Ch

ange

Springdale Downtown Salt Lake City

Note: e=estimateSource: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data

The State of Utah’s Travel and Tourism Industry