Utah’s travel and tourism sector produced $13.7 billion in visitor spending in 2025, supporting roughly one in every ten jobs statewide, according to a report by the University of Utah’s Kem C. Gardner Policy Institute. The industry generated $1.6 billion in direct state and local tax revenue during that year.
Visitor spending rose by 0.6% in 2025 compared to prior periods. The tourism industry directly provided more than 167,000 jobs in Utah, with an additional 59,700 jobs sustained through indirect and induced effects, further confirming the sector’s role as a major employer across the state. Total estimated tax revenue attributed
to visitors reached $2.7 billion in 2025.
National Parks in Utah experienced a decline in attendance, with visits dropping 5.8% to 12.2 million in 2025, reflecting a broader nonprofit sector trend. In contrast, individual skier spending hit a new high, averaging $392 per person despite a notable decrease in total skier days during the same period.
Jennifer Leaver, Senior Tourism Analyst at the Kem C. Gardner Policy Institute, commented on the industry’s performance: “Utah’s tourism economy demonstrated considerable resilience in 2025. While some of the headline visitation measures declined, visitor spending, employment, and tax generation remained strong, suggesting that Utah’s
tourism industry is moving into a more normalized environment rather than a broad-based downturn.”
Locally, 2025 marked the final season for Salt Lake City’s 9th West Farmers Market, which concluded after 20 years of operation. Brighton Resort hosted the Foodie Wars event at Not Oktoberfest, adding to the state’s diverse tourism attractions during the year.
