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.

Please Participate: 

Travel & Tourism Industry - Quarterly Pulse Survey


The Utah Office of Tourism, in collaboration with USU's Institute for Outdoor Recreation and Tourism, has launched a new quarterly survey.
This initiative aims to gauge the immediate successes and challenges faced by the tourism industry.

All industry members are invited to participate in the first survey, which is available now.

Anonymized quarterly survey insights will be available on this page, check back soon.

Take the Survey

Latest Research

Updates

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

Research Analyst


[email protected]


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