Tourism Spending Brings Big Return For Utah

None by Eric Ray

(KCPW News) Utah's Office of Tourism will launch its summer advertising campaign next week. Dave Williams, Deputy Director of Advertising and Research, says the campaigns have a history of success.

"For every dollar we spent on advertising, we generated $17.14 in tax revenue for the state," says Williams. "Each year we do a spring-summer campaign and a winter campaign. The previous year's winter campaign generated $14.66 for each dollar we spent on advertising."

Williams says that tax revenue lessens the tax burden on Utah households. The state's tourism industry generates about $617 million per year in total tax revenue, equaling more than $700 per household. However, the nation's economic slowdown has some concerned the tourism industry will suffer. Williams says the Office of Tourism has planned for that.

"The past has shown that people will tend to travel closer to home. While we are running ads on national cable that go throughout the country, we're certainly concentrating on markets close to home also. Los Angeles, Denver and Phoenix which are all relatively close," says Williams.

While the Office of Tourism isn't allowed to spend advertising dollars promoting Utah within the state, Williams recommends Utah residents consider visiting parts of the state they've never seen. To listen to a conversation about tourism in Utah, visit the Midday Metro page.

Email to a friendPosted in KCPW Newsroom. Copyright 2009 KCPW