Utah Office of Tourism
T
ourism continues to be one of the bright spots in Utah’s economy. The Utah Office of Tourism (UOT) brands and promotes Utah’s great experiences for visitors and citizens in a way that enhances our quality of life. Since the state launched its new “Life Elevated” brand in April of 2006, visitation to Utah has continued to increase. Last year, more than 20 million visitors were attracted to Utah’s five national parks, more than 43 state parks, 13 world-class ski resorts, recreation areas, historical sites, and other major attractions. That’s a 1% increase over the previous year. Utah lawmakers appropriated $11 million dollars for FY 09 for out-ofstate advertising and cooperative marketing. UOT implemented a winter ad campaign, a non-winter ad campaign, and a campaign to promote both Utah and new non-stop Delicate Arch, Arches National Park. Delta flights between Paris to Salt Lake City and also Tokyo to Salt Lake City. New television, online, and print ads were created for each campaign. Funds were also used to hire a domestic PR firm to help generate articles about the state throughout the nation. Major accomplishments included an extended reach of our message, an improved perception and awareness of what Utah has to offer potential visitors, and monies saved due to lower advertising rates. International tourism plays a key role in Utah’s economy. Some local tourism offices in southern Utah estimate that 70% of their transient room tax collections come from international visitors. Utah Code Ann. § 63M-1-1404 Highlights • The Utah Office of Tourism’s Summer 2008 advertising campaign helped to generate $571 million in traveler spending and $45.4 million in state and local tax revenue, generating a return on investment (ROI) on state and local tax revenue of $11.24 for every dollar spent on the ad campaign. • The Utah Office of Tourism’s Winter 2008 advertising campaign helped to generate $399 million in traveler spending and $31.7 million in state and local tax Tourism Marketing and Performance Fund (TMPF) revenue, generating a return FY 2008-2009* on investment (ROI) on state Original Appropriation $11.7 million and local tax revenue of $14 for every dollar spent on the • Co-Op Marketing . . . . . . . . . . . . . . . . . . . . . . . . $2,337,600 ad campaign. • Sports Commission . . . . . . . . . . . . . . . . . . . . . . . $1,168,800 • UOT partnered with Delta to promote the launch of the Tokyo-SLC flight (though seasonally suspended, Delta expects to be back in market in May 2010)
• Total Advertising . . . . . . . . . . . . . . . . . . . . . . . . . $7,281,600 – Non-Winter . . . . . . . . . . . . . . . . . . . . . . . . $4,368,960 – Winter . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,184,480 – Special Ops . . . . . . . . . . . . . . . . . . . . . . . . . . . $728,160 – Delta . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $300,000 *The 2009 legislative session resulted in an $800,000 reduction in the total TMPF.
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Governor’s Office of Economic Development • Annual Report 2009
