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 Utah Resident Sentiment Survey Results for 2024 are now available. Scroll down for links to additional tourism research. LEARN MORE

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

Marketing Analytics
& Research Assistant


[email protected]

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