Still, various studies have shown "that $1 spent on tourism" promotion by a state or county sees a return of eight dollars, he said.

Many cities, in trying to expand their tax base, battle with neighboring communities over big box stores, drooling over such a sales tax take.

Matheson said one of Utah's problems is that there isn't the coordinated, overall approach to economic development involving state, county and city, as he wants.

Taking a bit of a swipe at Huntsman, who touts his national and international connections when he says he could bring new business to Utah, Matheson said he wants to grow Utah business first.

Businesses like Myriad, aided by state government, can grow more quickly and are likely to stay here.

Finally, while saying Utah must be perceived as a friendly, welcoming society, Matheson said he has no plans to ask lawmakers to reform Utah liquor laws, which are often cited as unwelcoming to visitors or conventiongoers. "However, I'll always be open to reasonable discussions" over liquor-law changes, he said.

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E-mail: bbjr@desnews.com