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

Explore the interactive dashboards below to discover lodging metrics, tourism-related taxes, visits, and more. Each topic is on its own dashboard page, so navigate with the left-right arrows on the bottom left, or… expand by clicking ‘Google Data Studio’ on the bottom right!

Sources: KANTAR TNS, Kem C. Gardner Policy Institute, National Parks Service, SLC International Airport, Smith Travel Research, Tourism Economics, Utah Dept. of Natural Resources, Utah Tax Commission, U.S. Travel Association

• Statewide Survey Results February 2022
• Statewide Survey Results April 2023
• Statewide Survey Results April 2024

• Local Area Survey Results March 2022 (14 communities around the state)
• Local Area Survey Results Spring/Summer 2023 (follow up studies, 4 communities)
  – Garfield / Wayne Counties Report
  – Moab Area Report
  – Park City Area Report
  – Wasatch County Report
• Local Area Survey Results Spring/Summer 2024 (follow up studies)
  – Daggett/Uintah Counties Report
  – Kane County Report
  – Northern Utah Area Report
  – Washington County Report

Looking for more on who, when, how, and why visitors come to Utah? 2023 Visitor Profile

Looking for information on everything tourism in Utah? Check out the 2024 State of Utah’s Travel and Tourism Industry Report.

Looking for the economic impact of tourism per county in Utah? 2023 Travel and Tourism County Profiles are now available.

Tourism impact information by county is also now available in an easy-to-use dashboard. Tourism Impact by County Dashboard

Looking for all in-depth reports on tourism in Utah? Gardner Policy Institute Tourism Research

Interested in US Travel’s look at Restoring International Travel? Check out Fact Sheet: International Inbound Travel (2020) to read about “Restoring International Travel: Essential to Recovery” information.

Additionally, we stay tuned to market research by:

Skift | U.S. Travel Association | Brand USA | Expedia | Future Partners | Longwoods | Outdoor Foundation | and many more!

Research Contact:

Denise Jordan, Director of Marketing Analytics & Research
801-538-1375, [email protected]