Utah tourism official reports improved figures amid COVID-19

SALT LAKE CITY – A Utah tourism official said visitation numbers and overall customers have recovered in some destinations after a steep decline induced by the coronavirus pandemic.

Utah tourism and travel industries had experienced an annual growth rate higher than 5% before public health restrictions were implemented in March to prevent the spread of the coronavirus.

The pandemic has forced spending and employment in the industries to decline by 13 to 17% compared to this time last year, said Jennifer Leaver, senior tourism analyst at the University of Utah’s Kem C. Gardner Policy Institute.

But some attractions have reported a steady increase in revenue and visitors in recent months, namely those that involve outdoor recreation or are located in rural destinations. The Zion National Park, for instance, reported its most-ever visitors on record for the month of September.

“Utah has what people want,” said Vicki Varela, managing director of the Utah Office of Tourism. “Mother Nature played favourites here. This is a place where they can get out and breathe and feel whole again.”

Varela said mask mandates and compliance were fundamental to reviving the industry as a whole.

“This is to protect lives in Utah, to protect the lives of visitors,” she said. “That’s what our visitors are watching for. They want to know that they’re coming to a place where people are showing personal responsibility.”