The State of Utah’s Travel and Tourism Industry

Accommodations STATEWIDE INDICATORS

T

axable accommodation sales indicate trends in traveler and tourist spending across the state. In 2015, $1.57 billion was spent on accommodations in the state of Utah, a 40 percent increase from 2007. Accommodations include hotels, motels, bed and breakfasts, campgrounds and similar businesses.

Based on hotel and lodging data provided by Smith Travel Research, Utah’s average occupancy rates experienced year-over-year increases in all 12 months of 2015, with the greatest increases reported in March, June and July. Utah hotels’ average daily rates and revenue per available room surpassed 2014 figures as well.

2015

Utah Population

2014

% Change

2015

Change 2014-2015

2,997,404

3,054,806

1.9%

$7,982

$8,169

2.3%

1,097,465

1,144,235

4.3%

Total Wages, All Industries (Private Sector, $ millions)

$46,645

$50,177

7.6%

Total Tourism-Related Employment

137,200

142,500

3.9%

Estimated Traveler Spending Total Employment, All Industries (Private Sector) 1

2

Total Tourism-Related Wages ($ millions) Total Leisure & Hospitality Employment (Private Sector)

$3,936

$4,280

8.7%

128,067

133,660

4.4%

$2,195

$2,407

9.7%

Leisure & Hospitality Share of Total Employment (Private Sector)

11.7%

11.7%

0.0%

Total Leisure & Hospitality Taxable Sales ($ millions)

$6,035

$6,833

13.2%

61.8%

64.4%

4.2%

$102.05

$107.80

5.6%

Utah Accommodations Industry

Garfield-San Juan-Wayne

$100.04

$96.73

3.4%

Grand

$132.99

$121.25

9.7%

Hotel/Motel Occupancy Rates3

Salt Lake

$104.52

$98.06

6.6%

Hotel/Motel Average Daily Rate

Summit-Wasatch

$230.72

$217.71

6.0%

Hotel/Motel Revenue Per Available Room

Washington

$100.93

$97.65

3.4%

Accommodations Industry Employment (Private)

4 5

Accommodations Industry Wages (Private, $ millions)

$62.26

$68.44

9.9%

19,270

19,802

2.8%

$446

$487

9.2%

$1,406

$1,571

11.7%

Total TRCC Tax Revenue

$58.3

$61.9

6.1%

90%

Total TRT Tax Revenue (County & Municipality)

$51.0

$56.3

10.4%

80%

Total Motor Vehichle Rental Tax Revenue

70%

Total Resort Communities Sales Tax Revenue

Source: STR, Inc. Republication or other pre-use of this data without the express written permission of STR is strictly prohibited.

Accommodations - Taxable Sales ($ millions)

Average Statewide Occupancy Rates by Month

Tourism-Related Tax Revenues ($ millions)

100%

50% 40% 30%

2014 2015

20% 10% Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Total Taxable Accommodations Sales Source: STR, Inc. Republication or other pre-use of this data without the express written permission of STR is strictly prohibited. $ millions of 2015 dollars

Dec

$5.4

9.2%

$20.4

8.1%

Utah Skier Days

3,946,762

4,457,575

12.9%

Total National Park Recreation Visits

7,239,149

8,369,533

15.6%

$1,135 $989

$1,285

$1,346

1,284,767

1,399,247

8.9%

1,435,741

1,745,804

21.6%

Canyonlands National Park

542,431

634,607

17.0%

Capitol Reef National Park

786,514

941,029

19.6%

3,189,696

3,648,846

14.4%

Zion National Park Total National Place Recreation Visits6 Utah Amtrak Passenger Rail - Total Ridership (Federal FY)

$1,571

$1,215

Arches National Park Bryce Canyon National Park

Salt Lake International Airport - Total Passengers

Total Taxable Accommodations Sales ($ millions of 2015 dollars)

$1,125

$5.3 $18.9

Statewide Visitation Counts

60%

0%

$1,411

4,615,945

4,862,902

5.4%

21,141,610

22,141,026

4.7%

51,470

46,081

-10.5%

Sources: Kem C. Gardner Policy Institute, U.S. Travel Association, Utah Department of Workforce Services, STR, Inc., U.S. Bureau of Land Management, Utah State Tax Commission, Ski Utah, National Park Service, Utah Office of Tourism, S.L.C. International Airport, Amtrak.

1 Employment includes annual average employee full- and part-time private jobs (does not include proprietors).

2 Wages includes annual average full- and part-time employee wages (does not include proprietors).

3, 4, 5 Kem C. Gardner Policy Institute analysis of STR, Inc., data. Republication or other pre-use of this data without the express written permission of STR is strictly prohibited.

6 Visitation data for Flaming Gorge NRA is not included.

$1,094

Kem C. Gardner Policy Institute 411 East South Temple Salt Lake City, UT 84111 www.gardner.utah.edu

I

I

AN INITIATIVE OF THE DAVID ECCLES SCHOOL OF BUSINESS 2007

2017

Employment, Spending & Wages

Total Leisure & Hospitality Wages (Private Sector, $ millions)

Average Daily Room Rates by Top Travel and Tourism Counties County

2014

2008

2009

2010

2011

Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data

2012

2013

2014

2015

The State of Utah’s

Travel and Tourism Industry

Visitors and Spending

Travel and Tourism-Related Employment

Tax Revenue

I

T

D

Total Direct Visitor Spending*, 2011-2015 $ millions of 2015 dollars

Total Direct Visitor Spending ($ millions)

n 2015, tourists and travelers spent a record $8.17 billion in Utah. Of that total spending, $6.98 billion was attributed to nonresident visitors who spent the majority of their dollars on traveling within the state (including gasoline purchases, car rentals, transportation fares and parking), lodging in paid accommodations and dining. Additional nonresident visitor purchases included retail items and groceries, as well as arts, entertainment and recreation-related activities.

The majority of Utah’s domestic nonresident visitation came from western states like California, Idaho and Nevada. In 2015, Utah’s largest international markets were Canada, China and France.

$6,955

2011

$7,982

$7,507

$7,318

2012

2013

$8,169

2014

2015

Source: Travel Source: Kem C.U.S. Gardner PolicyAssociation Institute analysis of U.S. Travel Association data *includes resident, domestic nonresident international visitors * Includes resident, domesticand nonresident and

international visitors

Share TotalDomestic Visitors

by State, Shareof of Total Visitors

by State,2015 2015

Although data are unavailable to estimate travel and tourism-related jobs on a county-bycounty basis, it is possible to analyze total leisure and hospitality jobs as a share of total jobs in each county. Around 65 percent of all travel and tourism jobs are part of the leisure and hospitality sector while the rest are categorized under a variety of other sectors, including retail trade, transportation and information. In 2015, counties with the largest share of private leisure and hospitality jobs to total private jobs were Garfield, Daggett, Grand, Kane, Summit, Wayne and Rich.

Private Leisure and Hospitality Sector Jobs as a Percent of Total Private Employment, 2015

Other 24%

Utah’s ski resorts reported a record number of skier days during the 2015-2016 ski season (4.5 million) and Utah’s five national parks experienced a record 8.4 million visits in 2015. Preliminary National Park Service data indicates there were more than 10 million recreation visits to Utah national parks in 2016.

ravel and tourism-related employment includes jobs in transportation, accommodations, restaurants, the arts, entertainment and recreation industries and retail. In 2015, Utah reported approximately 76,500 direct travel and tourism jobs — a 4 percent increase over 2014 — and ranked ninth as a major industry in Utah. One out of every 10 Utah jobs was supported by tourism and travel.

Arizona 3%

Utah 42%

Box Elder 9.8%

Washington 4% Nevada 5% Idaho 8%

Utah 9.3%

Source: TNS TNS Global Source: Global

19.3% 7.9% 6.0%

France

5.3%

Germany

5.2% 5.6% 4.7% 5.0% 3.3% 3.9%

U.K. Mexico Australia

24.4%

n2015 n2014

Beaver 19.1%

Uintah 11.3%

Rich. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30.4% Morgan. . . . . . . . . . . . . . . . . . . . . . . . . . . . 29.4% Utah. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27.0% Daggett . . . . . . . . . . . . . . . . . . . . . . . . . . . 26.9% Kane. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24.6% Grand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21.5% Cache . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20.2% Davis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19.4% Washington. . . . . . . . . . . . . . . . . . . . . . . . 18.2% Salt Lake. . . . . . . . . . . . . . . . . . . . . . . . . . . 17.5%

Emery 12.0%

Piute 25.0%

Iron 18.3%

Grand 45.7%

Wayne 36.2% Garfield 55.7%

San Juan 21.6%

138,800

nNational Park Visits nSkier Days

8.4

125,400

129,600

132,700

137,200

142,500

5.3

3.3

5.0

3.0

5.2

3.1

5.0

3.4

5.3 3.9

5.3 4.1

5.2 4.1

5.5 4.3

5.7

4.0

6.0

4.1

6.1

4.2

3.8

6.6

4.0

4.0

Beaver 11.2%

4.5

Piute 3.9%

Iron 8.1%

2015

2014

2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

2002

2001

2000

Source: Ski Utah and the U.S. National Park Service

Sanpete 25.1%

Emery 9.9%

Sevier 16.4%

Washington 11.3%

Sources: U.S. National Park Service and Ski Utah

Duchesne -19.6%

2006

2007

2008

2009

2010

2011

Source: Kem C. Gardner Policy Institute analysis of U.S. Bureau of Labor Statistics data Note: Includes private and public jobs and economic multiplier effects.

2012

2013

2014

Uintah -24.9%

Carbon -6.0%

Millard 11.6%

6.3

4.1

Wasatch 6.9%

Juab 0.4%

7.2 6.3

Summit 12.9%

Salt Lake 14.7% Utah 17.7%

126,800

$178.1

nState $660.7 Million nLocal $488.9 Million

Note: Includes economic multiplier effects

Rich 20.0% Weber 20.5% Davis 10.9% Morgan 2.2%

Cache 19.5%

Box Elder 18.7%

Tooele 20.2%

125,000

$151.2

$1.15 Billion

Daggett 10.8%

136,900

124,500

$121.3

$139.6

$166.1

Annual Percent Change in Transient Room Tax Revenue*, 2014-2015

Total Tourism-Generated Jobs

Skier Days

$ millions of 2015 dollars

The counties of Sanpete, Weber, Tooele, Rich and Cache had the greatest year-overyear increases in transient room tax from 2014 to 2015. Salt Lake County collected the most transient room tax revenues ($16.5 million), followed by Summit County ($7.7 million) and Washington County ($5.6 million).

Kane 43.4%

Total Tourism-Generated Jobs*

Utah Total Skier Days and National Park Recreation Visits (millions)

Total Tourism-Related Tax ($ millions of 2015 dollars) TotalRevenue Tourism-Related Tax Revenue

A significant portion of Utah’s total travel and tourism-generated tax revenue is composed of a variety of tourism-related state and local tax revenues. These include Utah’s Tourism, Recreation, Cultural, and Convention Tax (comprising restaurant, 2015 2013 2012 2011 2014 motor vehicle leasing and Salt Lake County nStatewide Motor Vehicle Resort Rental Tax Car Rental Communities Sales T room rental tax); Transient Room Tax (both Statewide nResort Communities Sales Tax Room Tax Zoo, Arts, Parks nTransient Room Tax county and municipal); a statewide Motor Transient Tourism, Recreation,Arts, Cultural, and Convention nZoo, Parks Tax Vehicle Rental Tax; the Zoo, Arts and Parks nTourism, Recreation, Cultural, Source: Kem C. Gardner Policy Institute analysis of Utah State Tax Commission d Tax; and Resort Communities Sales Tax and Convention Tax (qualifying municipalities). Total tourismrelated sales tax revenue grew 7 percent Total Tourism-Generated between 2014 and 2015 and has grown 46 Tax Revenue, 2015 percent since 2011.

Source: Kem C. Gardner Policy Institute analysis of Utah Department of Workforce Services data

Utah Total Skier Days and National Park Recreation Visits (millions) National Park Visits

Sanpete 11.4% Sevier 13.5%

Washington 17.5%

Kem C. Gardner Policy Institute’s estimates are based on and extrapolated from aggregate depersonalized card usage data provided by VisaVue® Travel for the calendar years of 2014 and 2015.

Duchesne 6.6%

Carbon 11.5%

Millard 10.9%

Visa spending by Chinese leisure visitors in Utah increased by 39.8% between 2014 and 2015.

7.0%

Wasatch 19.8%

Juab 11.3%

9.4%

7.4%

Summit 40.3%

Salt Lake 9.9%

Tooele 13.8%

California 11%

Canada

Growth in Private Leisure and Hospitality Employment, Top Ten Counties, 2011-2015

Daggett 48.8%

Share of Estimated International Visitor Visa Card Spending by Country

China

Rich 33.5% Weber 11.2% Davis 12.9% Morgan 13.2%

Cache 11.0%

Colorado 3%

irect visitor spending of $8.17 billion in 2015 generated a record $1.15 billion in estimated total tax revenue, of which $660.7 million was state and $488.9 million was local tax revenue.

Wayne 15.2% Garfield 13.8%

Kane 11.7%

Grand 15.2%

San Juan 8.9%

Total County Transient Room Tax, Top Ten Counties, 2015 ($ millions) Salt Lake. . . . . . . . . . . . . . . . . . . $16.5 Summit. . . . . . . . . . . . . . . . . . . . . .$7.7 Washington. . . . . . . . . . . . . . . . . .$5.6 Grand . . . . . . . . . . . . . . . . . . . . . . .$3.9 Utah. . . . . . . . . . . . . . . . . . . . . . . . .$2.9 Kane. . . . . . . . . . . . . . . . . . . . . . . . $1.9 Garfield. . . . . . . . . . . . . . . . . . . . . .$1.6 Wasatch. . . . . . . . . . . . . . . . . . . . .$1.5 Davis. . . . . . . . . . . . . . . . . . . . . . . .$1.5 Weber. . . . . . . . . . . . . . . . . . . . . . .$1.4

2015 *Includes County TRT and Municipal TRT Source (all above figures): Kem C. Gardner Policy Institute analysis of Utah State Tax Commission data