Registration is open for the 2026 Tourism Business Development Workshop, April 22-23, at the Kanab Center. Details here. 

Research 

The Utah Office of Tourism is a measurement-driven organization. In addition to monitoring industry and marketing metrics,
UOT conducts research on its visitors and the Utah communities that welcome them.

Latest Research

Updates

The 2025 Statewide and Local Area Resident Sentiment reports are now available.  Scroll down for links to the reports. LEARN MORE

The Industry Stakeholder Quarterly Survey for 2026 Q1 is open through March!

We would like to hear about the first quarter of 2026 from as many businesses and organizations as possible. Please complete the survey and share this with other industry partners!

Go to the Quarterly Pulse Survey

Dashboard

Explore the interactive dashboards above to discover lodging metrics, tourism-related taxes, visits, and more. Use the navigation bar at the top of the dashboard to find a page. Hover over the bottom right side of the dashboard and click ‘Looker Studio' for a full-screen view.
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Denise Jordan

Director of Marketing Analytics and Research

801-538-1375
[email protected]

Analyzes marketing initiative effectiveness and opportunities. Works with partners and stakeholders to support informed decision making.

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Jenica Barber

Research Analyst


[email protected]


Supports the Utah Office of Tourism team in analyzing tourism metrics and research.