Year in Review
2024 ANNUAL REPORT | 2025 KEY INITIATIVES
FROM THE DIRECTOR
The year 2024 was a defining chapter for Greater Zion. A year of growth, momentum, and milestones that reinforced our place on the map as a world-class destination.
It was a year when we didn’t just build on past successes; we set new benchmarks. After six decades, professional golf returned to Washington County with our first-ever PGA TOUR event, placing Greater Zion on an international stage and showcasing our stunning landscapes to a global audience. Alongside this incredible achievement, we continued to support signature events that bring visitors, businesses, and economic vitality to our region, reinforcing our reputation as a premier host for sports, meetings, and special events.
But our mission goes beyond attracting visitors, it’s about strategically shaping the visitor economy to benefit our residents and communities. We’ve invested in new industries, such as film production, expanded marketing efforts, and championed destination development projects that enhance both quality of life and visitor experiences. The impact is clear: tourism continues to be one of Washington County’s leading economic drivers, fueling local businesses, job growth, and infrastructure improvements.
As I reflect on this past year, I’m proud of what we’ve accomplished and excited about what lies ahead. The progress we’ve made is the result of a dedicated team, engaged stakeholders, and a community that believes in the power of tourism to shape our future. Together, we’re not just welcoming visitors — we’re building a thriving destination.
I look forward to continuing this journey with all of you in 2025 and beyond.
Brittany McMichael DIRECTOR
MISSION & VISION
GUIDING PRINCIPLES
INSPIRE GREATER
Our job is to compel travelers to explore this extraordinary place and encourage discovery of a feeling that comes from deep within.
EXPERIENCE GREATER
At every turn, we aim to create, deliver, and sustain an exceptional tourism product, as well as engage in, and embrace, the experiences available here.
LIVE GREATER
We demonstrate the benefits of tourism to residents, businesses, and communities, and work to enrich those benefits. We rally enthusiasm for our communities and support efforts that will enhance the experiences and provide opportunities for more vibrant and dynamic living. We enjoy the opportunities of living here. We appreciate what we have. We cultivate an optimistic future.
MISSION
Our mission is to maximize the revenue generated by visitors to create a superior experience for visitors and residents.
LEARN MORE ABOUT GREATER ZION
ZION NATIONAL PARK
THE MIGHTY ANCHOR OF OUR VISITOR ECONOMY
As one of the top three most visited parks in the nation, Zion National Park is the foundation of our visitor economy and the mighty anchor tenant of tourism in Washington County. Its global reputation serves as the spark that draws travelers from every corner of the world, and its impact reverberates from Springdale, the gateway to the park, to every city and town in Greater Zion.
Recognizing Zion’s unmatched role in our tourism story, our office acquired ZionNationalPark.com, a dedicated resource that not only helps visitors plan responsible and meaningful experiences within the park, but also highlights the vibrant businesses, lodging, dining, and cultural offerings in Springdale and the surrounding area.
Zion’s presence continues to shape the way we tell the Greater Zion story, and now travelers have a new affordable and convenient way to travel there with Suntran. The 42-mile Zion Route stops in St. George, Washington, Hurricane, La Verkin, Virgin, and Springdale.
As we grow and diversify the visitor economy, Zion remains our most powerful asset. We are committed to preserving it for future generations.
GREATER ZION BRANDING & TOOLS
GreaterZion.com continues to be the cornerstone of our marketing efforts and the most effective tool for connecting with potential visitors. As the first impression for many travelers, the website drives interest in lodging, dining, and experiences across the region, directly influencing bookings and foot traffic to local businesses. With continuous content updates, SEO improvements, and a growing library of visuals, it remains our strongest platform for showcasing everything our destination has to offer.
2024 WEBSITE WINS
1. Greater Zion golf page: 134,275 views
2. Greater Zion events calendar: 128,753 views
3. “Desolation to Destination” golf documentary page: 76,824 views
4. 80 GreaterZion.com webpages optimized for better search engine discovery.
SOCIAL MEDIA
5. 31 pages of original content and 3 blogs on ZionNationalPark.com.
6. 4 videos showcasing local trails created in collaboration with Utah Tech University students
7. 1 digital hub for lodging, dining, and activity information for Small Market Meetings Conference attendees.
2024 TOP ORGANIC POSTS
As visitors shift away from print materials, we are making our digital presence a top priority. Greater Zion engages the world through entertaining and informative social media content. November stood out as a top-performing month in terms of views, shares, and reach. Even low-traffic posts had a high number of views. We continue to expand and innovate our content so that it encourages visitors to experience our region. Snow Canyon Flag
Views: 269.8K (FB)
Shares: 421 (FB) / 171 (IG)
Reach: 204.3K (FB)
64 (FB)
(FB)
9 (FB)
41.8K (FB)
For nearly two decades, Greater Zion has invested in international travel markets, and the results continue to benefit our entire region. International visitors bring exceptional value. They tend to stay longer, spend more, and actively seek out local lodging, dining, and experiences that directly support our economy. These visitors prioritize travel as a life goal and arrive with a strong sense of responsibility and stewardship for the places they visit.
They see Zion National Park and the surrounding landscapes as must-see destinations, not just once, but across winter, spring, summer, and fall. Many return again and again, exploring different corners of the county each time. Their spending supports the businesses, jobs, and services that strengthen our communities and improve the overall quality of life for residents. International travel is not just about global visibility. It is a smart investment in sustainable, high-value visitation that benefits us all.
TOP 10 FOREIGN MARKETS
BASED ON SPENDING
INTERNATIONAL
Through our extensive marketing efforts and partnership with the Utah Office of Tourism, we gained exposure in 7 international trade shows. Additionally, we secured:
265
71
255
18
Appointments with international tour operators, receptive operators, travel agents & media outlets
Familiarization tours
Familiarization tour participants
Placements in international travel guides and publications
INTERNATIONAL WEB TRAFFIC
GreaterZion.com and ZionNationalPark.com maintained steady international traffic, particularly from Canada, Germany, and the United Kingdom, with new markets emerging like Japan and China in later months.
TOP PERFORMING VIEWERS
VISITOR ECONOMY
The visitor economy is more than tourism; it’s the lifeblood of communities that thrive on adventure, exploration, and connection. It’s not just about hotels and attractions; it’s about the businesses, services, and people that make a visitor’s experience unforgettable. From local shops and restaurants to transportation, cultural experiences, and outdoor outfitters, the visitor economy fuels responsible growth, supports jobs, and enhances the very fabric of Greater Zion.
VISITOR EXPENDITURES
To better understand the impact of visitor spending, we gather data from multiple sources to paint the most accurate picture possible. While we can’t track every dollar to the penny, we use industry insights, research, and reporting tools to capture a comprehensive view of how tourism dollars flow through the region. These numbers tell an important story of economic strength, community benefit, and long-term sustainability for both residents and visitors alike.
TOP 10
OUT-OF-STATE MARKETS
TOTAL VISITOR SPENDING
$959.6M
SOURCE: KEM C. GARNER POLICY INSTITUTE, DEAN RUNYAN ASSOCIATES, STR, INC.
An outdoor adventurer’s paradise, the ‘land of endurance’ has also welcomed IRONMAN events and the Huntsman World Senior Games, the largest annual multi-sport senior competition in the world, to the region. Visitors support the region through a transient room tax and sales tax at local accommodations, restaurants, and businesses that get pumped back into the economy to refurbish and build trails, parks, and facilities, and, of course, golf courses.
– MICHAEL LORÉ, FORBES SPORTSMONEY CONTRIBUTOR
SOURCE: VISA DESTINATION INSIGHTS
TRT HIGHEST-YIELDING MONTHS
BY THE NUMBERS
TOURISM TAX REVENUE (TRT) – YOY
$16,444,221
+6.36% from 2023
HOTEL OCCUPANCY
63.7%
-0.7% from 2023
TOURISM JOBS PRODUCED WAGES & SALARIES OVER $250 Million
HOTEL’S AVERAGE DAILY RATE
$142.20 +1.5% from 2023
HOTEL REVENUE PER AVAILABLE ROOM
$93.15 +.8% from 2023
WHAT IS TRT?
When visitors stay in hotels, motels, RV parks, or other accommodations in Washington County, a 4.25% Transient Room Tax (TRT) is applied to their lodging costs. These funds are collected by the Utah State Tax Commission and redistributed back to Washington County, where, in accordance with state legislation, Greater Zion strategically invests in tourism promotion and destination development projects. These investments enhance the visitor experience while creating lasting benefits for both residents and visitors alike.
GREATER ZION IN THE MEDIA
Public relations and influencer programs are helping expand awareness of Greater Zion among key audiences. Strategic media outreach and partnerships highlight the region’s unique offerings, from outdoor adventures and golf to meetings, film and major events such as the PGA and IRONMAN. We launched a new story gathering process which ensures partner voices are included and further positions Greater Zion as a top-tier tourism destination.
Zion National Park encompasses some of the most scenic canyon country in the United States… You look up, and you see these massive Navajo Sandstone cliffs on either side of you. And as you start going into the canyon, you start to see those walls becoming narrower and narrower, which I think is really fascinating.
– JORGE HERNANDEZ, QUOTED IN USA TODAY
PUBLIC RELATIONS & INFLUENCER EFFORTS
RESULTED IN:
EARNED MEDIA REACH
317.4m
IMPRESSIONS
INFLUENCER PARTNERSHIP
SOCIAL MEDIA IMPRESSIONS
19,000
20 Greater Zion Partners Mentioned including Zion National Park, St. George Regional Airport, Zion National Park Lodge, Utah Tech University, Dixie Applied Technology College, Sand Hollow State Park, Red Hills Golf Course, Copper Rock Golf Course, Tuacahn Amphitheatre, Black Desert Resort, Red Mountain Resort, Dixie Red Hills, Southgate Golf Club, St. George Golf Club, Sunbrook Golf Club, Bloomington Country Club, Sand Hollow Resort, Snow Canyon State Park, IRONMAN, and Huntsman World Senior Games
PAID MEDIA
The Greater Zion Convention & Tourism Office partnered with Love Communications to strategically place advertising across digital channels. These paid media efforts aimed to attract ideal visitors, encourage longer stays, and promote responsible travel. Campaigns drove traffic to GreaterZion.com and ZionNationalPark.com, highlighted lodging options, and supported flight bookings to the St. George Airport.
PAID IMPRESSIONS
PAID ADVERTISING DROVE
114,838,317
IMPRESSIONS (+128% from 2023)
PAID SEARCH DROVE
1,319,464
IMPRESSIONS
ADS IN THE FOLLOWING PUBLICATIONS
Black Desert’s golf course featured prominently in “Golfweek” following the October 2024 PGA Tour, showcasing Utah as a world-class golf destination.
MEDIA HIGHLIGHTS
TARGET GEOGRAPHIC AREAS
Phoenix, Arizona
Los Angeles, California
San Diego, California
Denver, Colorado
Las Vegas, Nevada Dallas, Texas
Washington State Minneapolis/St. Paul, Minnesota
It was indeed the “Year of Golf” in Greater Zion, with earned media highlighting the region as a premier, one-of-a-kind golf destination. Media coverage spotlighted not only the range of course options and features but also golf as an economic driver for Greater Zion. Other coverage continued to highlight Greater Zion as a sought-after film destination, a world-class location for sporting events, and an outdoor enthusiast’s paradise.
DESTINATION DEVELOPMENT
Greater Zion’s landscapes, trails, and outdoor spaces are the foundation of our destination’s appeal. To protect and enhance these assets, we strategically reinvest Destination Development Funds generated through the TRT and TRCCA revenue into the development and improvement of trails, parks, and facilities. Over the past decade, more than $40 million has been invested, with over $10 million allocated in 2024 alone, to support projects that enhance the visitor experience, extend stays, and increase spending at local businesses. These investments fuel a sustainable cycle of growth, helping to strengthen our economy and quality of life across every community.
Destination Development Funds have helped build and expand trails such as the Zion Corridor Trail and the Cliffrose Trail System, while also supporting new and improved parks and public-use facilities throughout Washington County. From Veyo to Springdale, these projects increase access to outdoor recreation, improve infrastructure for residents and visitors, and deliver the kind of high-quality experiences that keep Greater Zion thriving as a leading tourism destination. 2024
PROJECT AREAS
Project funding benefits both the visitors and the residents by building new facilities, parks, and trails or improving existing tourism related infrastructure.
$10,581,153
2024 PROJECTS INCLUDE:
• Zion Corridor Trail
• Cliffrose Trail System (Phase 2)
• Veyo to Central Multi-Use Trail
• Grapevine Trailhead
• Hurricane 4 Plex
LEARN MORE ABOUT THE DESTINATION DEVELOPMENT FUNDING PROGRAM
FILM GREATER ZION
The film industry in Greater Zion is experiencing unprecedented growth, transforming our region into a major Hollywood destination. With “The Promised Land” TV series, ongoing “Horizon” chapters, and Territory Film Studios, a groundbreaking $100 million, 150,000+ sq ft facility near St. George Regional Airport, Greater Zion isn’t just participating in the film industry — we’re reshaping it. In 2024, we tracked over $50 million in direct spending for our region, but the true economic impact is more impressive when we consider the cast and crew’s spending on retail, dining, entertainment, and local services.
FILMED IN GREATER ZION
HORIZON: AN AMERICAN SAGA
In 2024, “Horizon 1” debuted, while “Horizon 2 & 3” are currently in production. “Horizon 3” was filmed from April through June in St. George, Hurricane, Virgin, and Warner Valley. The project is set for completion in late 2025.
THE PROMISED LAND SEASON 1
A mockumentary-style television series based on the life of Moses as he wandered the desert. The series began production in August 2024, hiring local cast and crew, and wrapped filming in November. An economic impact study revealed a 1.4 million dollar spend in Washington County.
It is a great landscape. It is exactly what we were looking for. There is an airport, plenty of hotels, our crew has plenty of amenities to do on the weekends. They go hiking in the National Parks. We were blessed to find St. George.
– RICHIE JONES, PRODUCER FOR “THE PROMISED LAND”
INTERVIEWED BY KSL
ROOM NIGHTS
23,705
RECORDED DOLLARS SPENT THROUGHOUT WASHINGTON COUNTY
$50,006,352
MEETINGS & CONVENTIONS
Meetings & Conventions throughout Greater Zion generated approximately $73 million in economic impact in 2024, continuing to be a strong and steady contributor to the visitor economy. Convention attendees are a low-impact audience who also spend on recreation, dining, retail, and leisure, enhancing our local economy while enjoying the natural landscapes, amenities, and attractions of the region.
CONFERENCE HOSTING
In September, Greater Zion hosted the Small Market Meetings Conference (SMMC), bringing nearly 250 meeting planners and suppliers from across the United States to our region. Conference attendees enjoyed a keynote address, educational sessions, destination discovery activities, and evening events. Looking ahead, local convention spaces are already contracting space for 2026 and beyond.
BUILDING FOR BUSINESS
A year for renovation and expansion. Several hotels and event spaces completed updates that enhance visitor perception of our region.
• The Dixie Convention Center received a refresh, including new carpet, accent paint, registration desks, and signage.
• Holiday Inn opened in La Verkin, Utah, featuring 1,630 sq ft of meeting space that holds up to 100 people in theater-style seating.
• Hotel DeNovo opened in Springdale, Utah, featuring 2,610 sq ft of meeting space with proximity to Zion National Park.
• Black Desert Resort opened in Ivins, Utah, featuring 20,000 sq ft of indoor meeting space and 20,000 sq ft of outdoor event space.
NON-LOCAL EVENTS
ECONOMIC IMPACT
$72,771,750
The Zion region was new and different for many of our delegates, and they were enthusiastic as a result.
– JENNIFER FERGUSON GM GROUP FAMILY TRAVEL, PRODUCER OF SMALL MARKET MEETINGS CONFERENCE
SPORTS & EVENTS MARKETING
GREATER ZION SWINGS INTO THE SPOTLIGHT
After more than 60 years, the PGA returned to Utah. Greater Zion made history by hosting professional golf’s successful return with the Black Desert Championship, a Fall FedEx event. We also gained national acclaim with the show “Breaking Par,” which features Greater Zion as one of the “most incredible destinations [they’ve] ever visited.” The episode aired 428 times across sports networks, generating over 1.03 million views.
As the PGA Tour’s first event in the Beehive State since the 1963 Utah Open in Salt Lake City, the Black Desert Championship was a culmination of the game’s growth in Greater Zion, a region of more than 2,400 square miles in Southwest Utah
– MICHAEL LORÉ, FORBES SPORTSMONEY CONTRIBUTOR
GOLF BY THE NUMBERS
NON-LOCAL ROUNDS
340,268
TOTAL ROUNDS
655,602
ECONOMIC IMPACT
$178,640,700
“Desolation to Destination,” a short documentary chronicling the region’s evolution from pioneer settlements to a premier golf paradise, showcases 14 Greater Zion golf courses. The professional production features stunning footage, interviews with the pros, and signature hole highlights. Each course received custom marketing packages valued at $5,000, which will help to build Greater Zion’s reputation as a must-play golf destination. WATCH HERE
WHAT’S NEXT? 2025 KEY INITIATIVES
Each year, we undertake a thorough and collaborative process to identify several key initiatives that guide our work and shape a vibrant and sustainable future for both visitors and residents in Greater Zion. These initiatives serve as touchpoints for our strategic planning. Some are accomplished within the year, while others evolve over time and continue across multiple years. Grounded in our guiding principles—Inspire Greater, Experience Greater, Live Greater—these initiatives help ensure we are responsible stewards of the tourism funds entrusted to us.
EXPAND OUR CREATIVE HORIZONS
Launch a new, national marketing campaign to elevate all verticals and the Greater Zion brand.
ENHANCE OUR MEDIA LIBRARY
Strengthen Greater Zion’s promotional efforts by securing new assets for our media library and streamlining existing inventory.
SUPPORT FURTHER WEBSITE GROWTH
Hone and grow Greater Zion’s online presence with a data-driven web development approach.
TAILOR COMMUNICATION STRATEGIES FOR VERTICAL TOURISM MARKETS
Support sports, meetings & conventions, international, motorcoach, and film markets with built-out content to utilize across various platforms.
LEVERAGE NEW DATA RESOURCES
Harness data insights to inform strategic decisions and elevate stakeholder engagement.
INCREASE EDUCATION AND COLLABORATION OPPORTUNITIES
Strengthen partnerships and community understanding of the value of tourism.
REFINE CO-OP FUNDING PROCESSES
Simplify and improve cooperative funding to enhance participation and transparency.
ADVANCE GREATER ZION TRAIL SYSTEMS
Enhance outdoor recreation with strategic trail system developments, including projects like the Zion Corridor Trail, Cliffrose Trail, Wire Mesa, Revenant, and other general improvements.
COMMISSION & TOURISM ADVISORY BOARD
WASHINGTON COUNTY COMMISSIONERS
GIL ALMQUIST
VICTOR IVERSON
ADAM SNOW
WASHINGTON COUNTY ADMINISTRATOR
NICHOLLE FELSHAW
TOURISM ADVISORY BOARD
DOROTHY HEERS Inn on the Cliff
DAVE MOODY
Silver Reef Brewery Company: Craft & Kitchen
KEN NIELSON
Member at Large
ZAC NIXON
Prime Hospitality
KEVIN SMITH
Tuacahn Center for the Arts
NATHAN WELLS
Zion Canyon Village
SHAYNE WITTWER
Wittwer Hospitality
