YEAR IN REVIEW 2025 ANNUAL REPORT | 2026 KEY INITIATIVES
TABLE OF CONTENTS Mission & Vision Visitor Economy Destination Development Making Connections Destination in the Spotlight Social & Digital Performance Greater Zion in the Media Paid Media The Numbers Tell the Story Zion National Park Meetings & Conventions Domestic Promotion Film Greater Zion Sports & Events 2026 Key Initiatives Commission & Tourism Tax Advisory Board
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FROM THE DIRECTOR The year 2025 was about momentum with intention. A year where Greater Zion didn’t just capture attention, we focused it, shaping how the world sees our landscapes, our communities, and the experiences found here. One of our most defining milestones was the launch of the “No Greater Feeling” creative campaign. This work marked a new chapter in how we tell the Greater Zion story, rooted in emotion, authenticity, and the powerful connection people feel when they experience this place. That message carried beyond our region through a strategic brand partnership with Coalatree, blending outdoor culture, conservation, and storytelling in a way that resonated deeply with new audiences. Together, that partnership raised over $10,000 for the Zion Forever Project, reinforcing our belief that tourism can be a force for stewardship as well as economic impact. In 2025, Greater Zion showed up on some of the nation’s biggest stages. Media and consumer activations in New York City and Denver generated top-tier press interest and introduced Greater Zion to influential voices in travel, lifestyle, and outdoor media. These moments weren’t just about visibility; they were about positioning Washington County as a destination worthy of national and international consideration. This year marked the final spring IRONMAN 70.3, placing a valued chapter of our endurance sports legacy on pause, while the PGA and other marquee events continued to elevate Greater Zion as a premier host for world-class events. As we look ahead to 2026, our focus remains clear: thoughtful growth, strong partnerships, and strategic marketing that delivers real benefits for local businesses and residents. We will continue refining our messaging, expanding our reach, and advocating for a visitor economy that strengthens our communities while protecting what makes Greater Zion extraordinary. None of this progress happens in isolation. It is the result of collaboration with our stakeholders, support from our local businesses and government partners, and a shared belief in the value of tourism done right. I invite you to explore this report and see how, together, we are building a resilient and thriving future for Greater Zion. Thank you for being part of this journey,
Brittany McMichael
DIRECTOR GREATER ZION CONVENTION & TOURISM OFFICE
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MIS SION & VISION GUIDING PRINCIPLE S INSPIRE GREATER
MIS SION Our mission is to maximize the revenue generated by visitors to create a superior experience for visitors and residents.
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 opportunity of living here. We appreciate what we have. We cultivate an optimistic future.
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LEARN MORE ABOUT THE GREATER ZION CONVENTION & TOURISM OFFICE
MEE T THE TE AM
Brittany McMichael
Heath Hansen
Joyce Kelly
Ed Aurrecoechea
Leslie Fonger
Matthew Watson
Jamie Allen
Joy Schroeder
Chad McWilliams
Maree Crowe
Linné Marsh
Trista Nielson
Hailen Jackson
April Frost
DIRECTOR
C O MM U NI T Y & PA R T N E R R E L AT I O NS MA NA GE R
C O PYW R I T E R
R E GI ON A L R E GU L AT OR Y A F FA I R S D I R E C T OR
OPE R AT I ONS MA N A GE R
D E S T I N AT I ON D E VE L OPM ENT C O OR D I N AT OR
S A LE S MA NA G ER / F I LM C O MMIS SI O N
MEE TING , C O NVENTIO N & E VENT S A LE S MA NA G ER
WEBMA STER & C O NTENT SPE CIA LIST
MA R KE TI NG MA NA G ER
SP O R TS & A DVENT UR E S A LE S MA NA G ER
VISI TO R SER VICE S SPE CIA LIST
DE STIN ATION DE VELOPMEN T MA NA GER
TR AVEL S ALE S SPE CIALIST
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VISITOR EC ONOMY O
ur economy is more than tourism; 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.
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.
To truly understand the impact of visitor spending, we gather data from multiple sources to paint the most
TOP 10 OUT-OF -STATE MARKE TS
VISITOR E XPENDITURE S BY E XPENSE C ATEGORY LOCAL TRANSPORTATION & GAS $128.7 M
ATTRACTION & EVENT ADMISSIONS $82 M VISITOR AIRFARE GROCERIES
1. CALIFORNIA 2. NEVADA 3. COLORADO 4. ARIZONA
5. TEXAS 6. IDAHO 7. FLORIDA 8. NEW YORK SOURCE: KEY DATA
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9. WASHINGTON 10. ILLINOIS
RETAIL RESTAURANTS
TOTAL VISITOR SPENDING
$27.7 M
$1.03 B
$103.2 M
$32
+7.68% FROM 2024
$464.3 M ACCOMMODATIONS
.6 M $193.6 M
SOURCE: UTAH STATE TAX COMMISSION AND KEM C. GARDNER POLICY INSTITUTE
INTERNATIONAL
INTERNATIONAL TR ADE SHOWS & SALE S MIS SIONS
.nternational travelers typically stay longer and spend more than domestic visitors, thereby generating a higher economic return for the community. The “All-American road trip” is a major draw. Driving through vast landscapes and exploring small towns captures a sense of adventure that feels uniquely American. Zion National Park sits right at the heart of that experience.
By attending the following events, the Greater Zion Tourism Office and partners engaged in face-to-face conversations that allowed us to showcase Zion National Park, lodging, and unique experiences visitors find here. As a result, international itineraries expanded to include more days and activities.
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In 2025, the global economic slowdown shifted international visitation toward empty-nesters and luxury travelers with longer stays and greater spending power. Despite what was widely recognized as a downturn market, Greater Zion sustained its international visitation.
BY THE NUMBER S 263 5
appointments held with international tour operators, receptive operators, travel agents & media outlets placements in international publications LE PONT (FRANCE) | KNECHT REISEN (SWITZERLAND) | WANDERLUST TRAVEL MAGAZINE (UK) | NATIONAL GEOGRAPHIC (UK) | MICHELIN GREEN GUIDE (EUROPE)
59 Tours
Familiarization
227 Tour participants Familiarization
Greater Zion promoted the region as a premier destination to international tour operators at: • • • • • • • •
Showcase USA-Italy (Feb 2025) Italy Sales Mission (Feb 2025) U.S. Travel’s IPW (June 2025) Snow Travel Expo (May 2025) Australia Sales Mission (May 2025) Brand USA Travel Week (Oct 2025) Reverse Sales Mission* - India (Oct 2025) Reverse Sales Mission* - Germany (Nov 2025) *REVERSE SALES MISSION Rather than traveling internationally, we brought these tour operators to Greater Zion so they could experience the destination firsthand. They enjoyed unique lodging, hiked, biked, and connected with local guides and outfitters. It was a powerful way to build relationships with global partners while providing them with an authentic experience they can share with their clients.
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TR T HIGHE ST-YIELDING MONTHS JAN
FEB
MAR
APR
May
Jun
Jul
AUG
Sep
Oct
Nov
BY THE NUMBER S TOURISM TAX REVENUE (TRT) – YOY
$17,367,837 +6% OVER 2024
HOTEL OCCUPANCY
61.1% -3.8% FROM 2024
HOTELS’ AVERAGE DAILY RATE
$142.65 +.68% FROM 2024
HOTEL REVENUE PER AVAILABLE ROOM (REVPAR)
$89.69
-3.24% FROM 2024
WHAT IS TR T ? Transient Room Tax, or TRT, is a 4.25% tax that visitors pay when they stay in hotels, motels, RV parks, and other short-term accommodations in Washington County. These funds are collected by the Utah State Tax Commission and returned to Washington County, where state law requires the funds to be used for tourism-related projects. The Greater Zion Convention & Tourism Office strategically invests these funds to attract visitors, strengthen the local economy, and improve experiences that benefit residents, businesses, and visitors.
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FOR MORE INFORMATION ON TRT, SCAN HERE:
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DE STINATION DE VELOPMENT G
reater Zion’s landscapes, trails, and outdoor spaces are the foundation of our destination’s appeal. To protect and enhance these assets, we reinvest Destination Development Funds generated through TRT and Tourism, Recreation, Culture, Convention, and Airport (TRCCA) tax revenue into trails, parks, and facilities that increase access to outdoor recreation and improve infrastructure for residents and visitors. Over the past decade, more than $40 million has been invested in these projects, with over $5 million allocated in 2025. These investments extend visitors’ stays, increase spending at local businesses, and fuel a sustainable cycle of growth that strengthens our economy and keeps Greater Zion thriving as a leading destination.
2025 PROJEC T INVE STMENTS $1,887,714 Trails
$1,000,000 Parks
$2,206,644 Facilities
$5,094,358 TOTAL
PROJEC TS C OMPLE TED IN 2025
CAN AL T R AI L
SPRI NGDALE PL AZA
IN PROGRE S S ZION CORRIDOR TRAIL HURRICANE 600 NORTH TRAIL WIRE MESA TRAILHEAD EXPANSION REVENANT TRAILHEAD CLIFFROSE TRAILHEAD BUENA VISTA TRAIL WASHINGTON WHEELS PARK
HURRICANE SPORTS COMPLEX THUNDER JUNCTION PARK EXPANSION GEORGE A. BARKER PARK EXPANSION PIONEER COURTHOUSE RENOVATION SUNBOWL RENOVATION ZION CORRIDOR PARK & RIDE
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DE STINATION IN THE SPOTLIGHT
Greater Zion X CoalAtree Collaboration
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.n our first brand partnership, we collaborated with Utah-based outdoor brand Coalatree to launch a limited-edition collection of sustainable gear inspired by our region’s iconic landscapes. This strategic partnership expanded our destination’s visibility to Coalatree’s engaged outdoor enthusiast audience while giving travelers a tangible way to celebrate and share their Greater Zion experiences. Each piece serves as a conversation starter and destination ambassador as visitors wear and use these products across the country. This collaboration was funded in part by the Utah Office of Tourism Co-operative Grant Program administered through the Tourism Marketing Performance Fund.
Most importantly, 20% of all proceeds from this line support the Zion Forever Project’s vital conservation, education, and sustainability initiatives that protect the landscapes driving visitation to our region.
$10,000+ raised for the Zion Forever Project
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This collaboration demonstrates how strategic partnerships can build brand awareness, create memorable visitor experiences, and give back to the natural resources that sustain our tourism economy.
MARKE TING AC TIVATIONS
in New York City and Denver
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. he Greater Zion Convention & Tourism Office embarked on an ambitious effort to share the spirit of our destination with audiences in New York City and Denver. We stepped onto the national stage to inspire travelers, spark curiosity, and ultimately drive more visitation and business to Washington County. In New York City, an immersive media dinner introduced national travel and lifestyle media to Greater Zion through curated experiences, destination-inspired cuisine, and cinematic visuals. In Denver, one of our top feeder markets, an interactive consumer pop-up allowed potential visitors to engage directly with Greater Zion through hands-on experiences in glamping, golf, and off roading. Both activations elevated national visibility, sparking immediate media and consumer interest and building momentum for increased visitation over time.
AC TIVATION HIGHLIGHTS: •
Hosted editors and producers from major media outlets, such as Travel + Leisure, New York Post, Lonely Planet, Condé Nast, Men’s Health, Forbes, Travel Weekly, Time Out, AFAR, and PBS’s Samantha Brown’s Places to Love.
•
The New York event achieved a 90 percent attendance rate
•
In Denver, Number 38 served Greater Zion-inspired specials, including Greater-ade, Zion Loaded Fries, and Red Rock Bison Tacos, for the entire month of November 2025
WHAT THE MEDIA IS SAYING “ THE EVENT WAS REALLY WONDERFUL , AND IT WAS A FANTASTIC NIGHT LEARNING ALL ABOUT WHAT ZION HAS TO OFFER.” - Amanda Sadlowski, Senior Editor at Fodor’s Travel
“I WOULD ABSOLUTELY BE INTERESTED IN FUTURE PRESS TRIPS TO EXPLORE THE OUTDOORS AS WELL AS THE FOOD SCENE IN ZION.” - Morgan Carter, Food & Drink Editor at Time Out
“ WE HAD A GREAT TIME. [I] WAS LOOKING INTO ST. GEORGE, AND THEY HAVE A DINOSAUR DISCOVERY CENTER! COOOOOL .” - Vanita Salisbury, Freelance Writer
FOR MORE DETAILS ABOUT THE NEW YORK AND DENVER ACTIVATIONS, SCAN HERE:
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SOCIAL & DIGITAL PERFORMANCE
2025 WEB SITE WINS Greater Zion main calendar views
Greater Zion Golf webpage views
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s the first impression for many travelers, GreaterZion.com drives interest in lodging, dining, and experiences across the region, directly influencing bookings and foot traffic to local businesses.
558,000 GreaterZion.com homepage views + ~250% GROWTH
In 2025, we optimized 40 webpages through researchbased improvements, including SEO-optimized search terms, improved content, and updated visuals. With continuous improvements and a growing library of visuals, GreaterZion.com remains a strong platform for showcasing everything our destination has to offer.
NEW EVENTS CALENDAR : Built from the ground up by the Greater Zion team. Historically one of the most visited webpages on the site, it features a NowPlayingUtah feed, which brings local events to an audience that spans the entire state of Utah.
GreaterZion.com reached 2 million+ sessions in 2025, up from approximately 1.1 million in 2024 (about a 99% increase). ZionNationalPark.com reached approximately 145,000 sessions in 2025, up from about 99,000 in 2024 (a 40.9% increase in active users).
REEL S WITH RE ACH
261,000
59,000
SOCIAL MEDIA PERFORMANCE Top-performing months based on views, shares, reach, and engagement: APR
May
Oct
NOV
DEC
KEY PERFORMANCE HIGHLIGHTS:
INTERNATIONAL DARKSKY DESIGNATIONS
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GREATER ZION’S CULINARY SCENE
SCORPION HUNT AT SAND HOLLOW STATE PARK
•
Content interactions increased by nearly 15,000, representing approximately 100% YOY growth.
•
Facebook link clicks increased by 298%, generating about 1.4 million more clicks compared to last year.
•
Instagram performance increased by 83.7%, with nearly 89,000 additional interactions.
•
Total reach increased by 2.2 million more users, representing about 154% growth compared to 2024.
GRE ATER ZION IN THE MEDIA P
.ublic relations plays a key role in how Greater Zion presents itself to the world. Through a contract with Fahlgren Mortine, we work with trusted media voices and content creators. These efforts help expand awareness among the right audiences while also strengthening Greater Zion’s digital presence. When travelers search for inspiration or use AI-powered planning tools, we want them to find accurate, compelling stories that reflect the region’s depth and diversity. At the same time, our outreach supports local partners and ensures Greater Zion remains thoughtfully and competitively positioned in the marketplace.
90+
Greater Zion Partners engaged and/or featured for earned media efforts
INFLUENCER RE SULTS 161
301.6K
WITH NEARLY 100% POSITIVE SENTIMENT
ACROSS ALL PARTNER CONTENT
Total Posts
Reach
PUBLIC REL ATIONS 41
Total Placements
112
Media Interactions
158.37M+
Coverage Impressions
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Press Visits
C OVER AGE IN
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PAID MEDIA W
.e also contract with Fahlgren Mortine to execute a strategic, always-on paid media program across high-impact digital channels. Designed to attract ideal visitors and increase length of stay, these efforts expand Greater Zion’s future visitor pipeline and strengthen its competitive position.
2.9m+
Total Ad Engagement
2.1M+
Total Website Sessions
109M+
Targeted Impressions Across Platforms
14.2K+
Audience Overnight Visits
Greater Zion’s paid media converted awareness into measurable economic impact for local lodging, outfitters, and the broader tourism ecosystem. Campaigns efficiently directed qualified traffic to GreaterZion.com and ZionNationalPark.com, elevated bookable experiences, and supported air service growth through promotion of flights into St. George Regional Airport, ensuring sustained visibility and tangible return for destination stakeholders.
TRIPADVISOR RELAXATION STANDARD DIGITAL BANNER
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TARGE T GEOGR APHIC ARE A S PRIMARY MARKETS:
SECONDA RY MA R K E TS :
PHOENIX, ARIZONA DENVER, COLORADO DALLAS, TEXAS LOS ANGELES, CALIFORNIA
SAN DIEGO, CALIFORNIA LAS VEGAS, NEVADA WASHINGTON STATE
C AMPAIGN PL ACEMENTS TRIPADVISOR META FLIPBOARD
NATIVE ADS GOOGLE ADS
TRIPADVISOR OUTDOOR STANDARD DIGITAL BANNER
TRIPADVISOR ENTERTAINMENT STANDARD DIGITAL BANNER
CULINARY ROVE NATIVE AD
ZION NATIONAL PARK
The Mighty Anchor of Our Visitor Economy
Z
ion National Park welcomes visitors from around the world, supporting local businesses and inspiring exploration. As both a world-class destination and a cherished community treasure, the park is at the heart of Greater Zion’s tourism economy and a key driver of opportunity across Washington County. VISITATION: UP .08%* OVER 2024
*This number is impacted by the 43-day government shutdown.
2025 INFR A STRUC TURE & ACCE S S IMPROVEMENTS WEEPING ROCK TRAIL REOPENED
EMERALD POOLS BRIDGE RELOCATED AND REOPENED
In September 2025, the beloved Weeping Rock Trail reopened after nearly two years of closure. The 0.4-mile trail features new stairways, railings, sandstone curbing, and colored-concrete tread designed to improve safety while blending naturally with the canyon. Reopening this iconic stop restores a visitor favorite and helps disperse visitors throughout the park.
In June 2025, the Emerald Pools bridge reopened after being relocated 100 feet upstream to a more stable location. Closed since a 2023 landslide, the bridge once again connects Zion Lodge to the popular Emerald Pools trail system. The reopening restores convenient access to one of the park’s most visited trail networks, supporting visitor flow and economic activity tied to lodging and services in the canyon.
SOUTH ENTRANCE REACHES FINAL DESIGN The South Entrance Redesign advanced to final design in 2025, positioning the project for construction as funding becomes available. Plans include two roundabouts, a new four-lane bridge over the Virgin River, expanded parking, and improved separation of vehicle, bike, and pedestrian traffic. This project keeps long-term access improvements moving forward and supports safer, more efficient entry at the park’s busiest gateway.
MODERN SEWER INFRASTRUCTURE (PHASE ONE) In October 2025, phase one of a new state-of-the-art sewer line was completed between Zion Lodge and the Grotto picnic area. Funded through a Utah State Legislature appropriation with support from Washington County, the project modernizes critical infrastructure, improves restroom access in Zion Canyon, and eliminates reliance on portable facilities. The investment enhances visitor comfort while reinforcing long-term environmental stewardship.
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MEE TINGS & C ONVENTIONS M
.eetings & Conventions throughout Greater Zion generated $73,982,091 in economic impact in 2025, continuing to be a strong and steady contributor to the visitor economy. Attendees support the local economy while exploring the area’s dining, retail, recreation, and natural attractions, making every event a win-win for attendees and locals. As we look toward the future, Greater Zion is gaining more popularity with national and regional conventions.
BY THE NUMBER S $73,982,091
2025 Economic Impact
DIXIE CONVENTION CENTER
52,722
Non-local Attendees
74
Non-local Events
LEGACY PARK
48,905
Non-local Attendees
82
Non-local Events
OTHER FACILITIES**
22,810
Non-local Attendees
383
Non-local Events
**Out of 32 properties that offer meeting space, 20 properties responded. Giving us 62% reporting rate.
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CONFERENCE HOSTING In August 2025, the Greater Zion Tourism Office and Black Desert Resort hosted the International Inbound Travel Association (IITA) Board of Directors Meeting & Inbound Operator Retreat, bringing top international tour operators and suppliers to Washington County for planning, connection, and firsthand experience in the region. The retreat positioned Greater Zion for future international itineraries and showcased the region’s ability to lead on a global stage.
DIXIE CONVENTION CENTER SE TS A NEW STANDARD Two-thirds of convention centers in the United States do not cover their direct operating costs. Through strong leadership and strategic improvements, Dixie Convention Center posted a $78,041 surplus, achieving in southwest Utah what most convention centers nationwide cannot. Greater Zion is fortunate to have a convention center that drives economic impact while also supporting itself.
DOME STIC PROMOTION & INDUSTRY ENGAGEMENT T
...rade shows and conferences help the Greater Zion Convention & Tourism Office connect with travel professionals, event organizers, and media to showcase the region worldwide. At these events, we show up alongside our community partners to share Greater Zion’s story and open the door to more opportunities for the entire region. AMERICAN BUS ASSOCIATION MARKETPLACE 2025
GOLF CONSUMER SHOWS 2025
JANUARY 31 – FEBRUARY 3, 2025
The American Bus Association Marketplace connects destinations with motorcoach and tour operators who build multi-day itineraries. The Greater Zion team held 32 appointments with tour planners, promoting longer stays, new attractions, and key travel updates to keep Greater Zion competitive in Southwest motorcoach itineraries.
Greater Zion Tourism Office promoted the region as a premier golf destination at the following shows: • • •
By attending these events, the Greater Zion team connected with thousands of golfers actively planning trips. These face-to-face conversations helped showcase the region’s championship courses, lodging, and year-round playability to golf media, travel planners, and industry influencers, expanding Greater Zion’s marketing reach.
HONOLULU MARATHON EXPO 2025
DECEMBER 4–6, 2025
Our team promoted the St. George Marathon at the Honolulu Marathon Expo, connecting with roughly 45,000 runners and spectators over three days. The Greater Zion Tourism Office and Wittwer Hospitality engaged endurance athletes planning future races, positioning the marathon as a destination race and vacation experience. TRAVEL & ADVENTURE SHOWS We took the Greater Zion story on the road at the Los Angeles Travel & Adventure Show (February 22–23, 2025) and the Denver Travel & Adventure Show (March 8–9, 2025), connecting with more than 31,000 highintent travelers actively planning their next escape. Alongside community partners, we turned conversations into connections. The result was more than strong lead generation; it was momentum for stakeholders across Washington County.
Seattle Golf Show (FEBRUARY 7–9, 2025) Chicago Golf Show (FEBRUARY 28–MARCH 2, 2025) Colorado Golf Expo (MARCH 7–9, 2025)
MEETINGS & CONVENTIONS TRADE SHOWS 2025 Greater Zion strengthened its presence as a meetings and events destination at the following industry trade shows: • • •
Destination West (MAY 4–6, 2025) IMEX America (OCTOBER 7–9, 2025) Small & Boutique Meetings (OCTOBER 26–28, 2025)
Our sales team met with planners sourcing destinations for upcoming meetings and events. With a typical 12- to 36-month booking window, these connections are expected to create measurable economic impact through 2027 and beyond. A consistent trade show presence keeps Greater Zion competitive and top of mind when planners decide where their next event will land.
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FILM GRE ATER ZION F
..ilm production is a powerful economic driver for Greater Zion. When cast and crews arrive, their spending on retail, dining, entertainment, and local services ripples through the community, supporting small businesses and creating jobs well beyond the set. After a robust 2024, we focused heavily on scouting and building relationships with filmmakers to position Greater Zion as a premier filming destination. Those efforts are paying off, with several new productions added to the Greater Zion filming schedule.
GRE ATER ZION FILM PROJEC TS TITLE
TYPE
FILMING
BBQ Challenge
Food Network Series
2026
Untamed
Netflix Series
2026
Blood on the Promitory Blue Planet Hotel Kindred Hearts Alfalfa
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Feature Film Series
Feature Film
Feature Film
2026 TBD TBD
TBD
The Washington County Film Commission was awarded a grant from the Tourism Marketing Performance Fund to produce a commercial featuring high-profile figures from the film industry, such as Kevin Costner, who share their reactions to working in Greater Zion. The 30-second and three-minute versions will begin streaming in spring 2026.
SPOR TS & E VENTS MARKE TING I
.n 2025, Greater Zion showed its strength as a place that can host it all and do it well. The Bank of Utah Championship anchored a standout year for golf, while events like Trail Hero, Red Bull Rampage, and Matt’s Off-Road Games, along with professional pickleball and competitive shooting, drove meaningful economic impact. Each event introduces Greater Zion to a broader audience and helps turn athletes, participants, and spectators into repeat visitors.
“GREATER ZION IS EXACTLY WHAT WE LOOK FOR IN A TOUR: ICONIC SCENERY, A PREMIER VENUE, AND A COMMUNITY THAT TRULY EMBRACES THE SPORT. … GREATER ZION CONTINUES TO SET THE STANDARD FOR WHAT A PPA TOUR DESTINATION CAN BE.” - Conner Ogden, Chief Tour Officer, Professional Pickleball Association
GOLF NUMBER S 358,502 Non-Local Rounds
$147,290,546
589,696 Total Rounds
Economic Impact +6% INCREASE OVER 2024
“I HAVE BEEN VERY BLESSED TO TRAVEL THE WORLD THROUGH PROFESSIONAL SOCCER, BUT THE LOCATION OF SOUTHERN UTAH TRULY EXCEEDS EXPECTATIONS YEAR UPON YEAR. … THE GREATER ZION TOURISM OFFICE IS AN OUTSTANDING AND VERY MEANINGFUL PARTNER.” - Anthony Godfrey, Academy Director, 7 Elite Academy
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2026 KE Y INITIATIVE S E
ach year, we undertake a thorough, collaborative process to identify several key initiatives that guide our work and shape a vibrant 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 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.
GROW AWARENE S S OF GRE ATER ZION Launch a new national marketing campaign that strengthens the Greater Zion brand and supports all tourism sectors, specifically promoting longer stays and emphasizing the “Greater” in Greater Zion.
SUPPOR T E VENTS & NEW VISITOR MARKE TS Attract and support sports, meetings, conventions, and special events that bring new visitors and economic impact to the region.
STRENGTHEN DIGITAL TOOL S & ONLINE PRE SENCE Improve Greater Zion websites and digital tools to better serve visitors, partners, and trip planning needs.
IMPROVE C OMMUNIC ATION FOR KE Y TOURISM MARKE TS Create clear, targeted content to support sports, meetings and conventions, international, motorcoach, and film markets.
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ENHANCE MEDIA & MARKE TING RE SOURCE S Expand and organize the media library to provide high-quality photos, videos, and promotional content.
USE DATA TO GUIDE DECISIONS Leverage data and research to inform strategy, measure results, and strengthen partner communication.
INCRE A SE EDUC ATION, COLL ABOR ATION, & TR ANSPARENC Y Provide education, outreach, and improved co-op processes to strengthen partnerships and community understanding of tourism.
INVE ST IN TR AIL S & DE STINATION DE VELOPMENT Advance priority trail systems and recreation projects that enhance visitor experiences and resident quality of life.
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C OMMIS SION & TOURISM TA X ADVISORY BOARD WASHINGTON COUNTY COMMISSIONERS GIL ALMQUIST VICTOR IVERSON
TOURISM TAX ADVISORY BOARD DOROTHY HEERS Inn on the Cliff DAVE MOODY Silver Reef Brewery Company: Craft & Kitchen
ADAM SNOW
WASHINGTON COUNTY ADMINISTRATOR NICHOLLE FELSHAW
KEVIN SMITH Tuacahn Center for the Arts KEN NIELSON Member at Large NATHAN WELLS Zion Canyon Village SHAYNE WITTWER Wittwer Hospitality ZAC NIXON Prime Hospitality
TOURISM IS A FORCE OF PROGRESS IN WASHINGTON COUNTY. Scan here to learn why marketing momentum matters for the future we’re building together.
@GreaterZionUtah
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