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

Statewide Report: Utah Visitor Profile & Insights 2025 now available

Statewide Reports: The State of Utah's Travel and Tourism Industry Utah tourism industry report released August 2026

Resident Opinions: Utah Resident Sentiment reports - statewide and seven communities are out now.

Statewide Reports: Quarterly Stakeholder Pulse Q2 2026 industry performance, comparisons, and future outlook is now available. 

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 ‘Data Studio' for a full-screen view.

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Denise Jordan

Director of Marketing Analytics and Research
Analyzes marketing initiative effectiveness and opportunities. Works with partners and stakeholders to support informed decision making.

[email protected]

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Jenica Barber

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

[email protected]