From Deseret News archives:
Utah officials expect boost in tourism this summer
The Travel Industry Association of America, a national tourism organization, just released its summer 2007 forecast, projecting a 1.4 percent increase in leisure travel nationwide.
Leigh von der Esch, managing director of the Utah Office of Tourism, said all indications are that Utah will eclipse that figure.
Utah has increased its tourism spending for the summer season from about $2 million to more than $3 million. Those advertisements have also been appearing earlier than they did last year, giving families more time to plan their summer vacations, von der Esch said.
"In the first 24 hours the calls generated by advertising were up almost 300 percent or more," she said by telephone from Price, which is hosting this year's state tourism conference.
"I think we're doing very well because we finally have the money to tell people what Utah has to offer," she said.
Utah is targeting affluent, urban escapists with its advertising campaign. In the summer, that means attracting visitors to state and national parks, said Denise Miller, a market researcher contracted by the state.
"The research we've done so far has been related to the advertising and likelihood of travel. We are seeing that (tourists) are saying they are very likely to come. It seems up from last year and those who have seen the advertisements are even more likely to come," she said.
Most of Utah's tourists drive into the state rather than fly. The TIA forecast says that as long as gas prices remain less than $3.50 a gallon, drive-in visitors probably won't reduce their trips.
"I just don't sense the degree of panic or angst among consumers for high gas prices that we've seen in the past," said Suzanne Cook, senior vice president of research for the Travel Industry Association. "Most consumers do expect gas prices are going to be a little higher this summer, but they seem to be taking it in their stride. ... We all know how much they value their vacation trips. We may see some reluctance to buy that refrigerator or color TV for the next few months. I think those might be hurt more than travel."
That's good news for von der Esch, who said most Utah tourists come from 11 surrounding states.
"I'm delighted that the nation is seeing an increase and I'm optimistic we'll be higher than what the TIA forecast," she said. "All of the reports I'm getting from rural areas in the state is that their occupancy is up and their bookings are looking good."
