Park City, UT — The Park City Chamber of Commerce & Visitors Bureau shared highlights following the organization’s annual Tourism Fall Forum. Residents and the local business community members gathered at Stein Eriksen Lodge on Friday, Nov. 1 to gain insights into current economic conditions and winter forecasts, including an economic update, winter marketing preview, 2034 Olympic insights and an Olympic Athlete fireside chat to celebrate community culture. The event also included updates from resort, tourism and recreation partners like Park City Mountain, Deer Valley, Ski Utah, Utah Olympic Legacy Foundation, Woodward Park City and the Utah Committee for the Games.

Top 2024 Tourism Fall Forum key takeaways include:

  • Travel: In 2023, there was a 7% increase in visitor spending and 4% increase in visitor volume compared to 2022. The Park City Chamber has been focused on continuing to improve on these numbers by distributing the new winter advertisements to target markets, including New York, California, Florida, Texas and more, and educating prospective travelers on the Mountainkind and how to remain environmentally conscious.
  • Occupancy: Summer occupancy averaged 35% and ADR increased an average of 6%. While international travel has made a large comeback with 36.3% of people surveyed said they were “very likely” or “likely” to travel outside of the United States in the next 12 months, winter occupancy is trending up 3%.
  • Tax & Investment: Summit County Tax collections through Sept. 2024 have been strong with TRT Tax up 5%, Sales Tax up 3%, Restaurant Tax up 5% and RAP Tax up 4%. In 2023, tourism resulted in $247 million generated in state and local taxes.
  • Community Collaboration: Our community is incredibly fortunate to have such collaborative resort partners. Panel participants discussed the positive impact of  “Celebrate 2034!” at Olympic Park, expressed mutual respect for each resort and highlighted the commitment resort leaders have to their community roles and responsibilities. They emphasized our support for nonprofits as a reflection of our shared community values and the authenticity of Mountainkind.
  • Olympic Legacy: Beyond the facilities, the 2002 Olympics left a culture of sport and lasting impact on our community, creating incredible opportunities for Park City’s youth. Haley Batten highlighted how Park City played a pivotal role in shaping her career, while Catherine Raney-Norman, chair of the Utah Committee for the Games, spoke on the 2034 Olympic games. Raney-Norman explained that our collaborative experience in 2002 and infrastructure maintenance were essential in securing the games.

“With winter being our busiest season, it’s essential for our community to collaborate and discuss ways to encourage responsible visitation and promote sustainable tourism,” said Jennifer Wesselhoff, President & CEO of the Park City Chamber & Visitors Bureau. “This year’s Tourism Fall Forum was extra special, marking the launch of our winter marketing campaign under our new brand, Mountainkind, and celebrating our culture.”

The Tourism Fall Forum is one of three key annual events hosted by the Park City Chamber & Visitors Bureau. The Wasatch Back Economic Summit is hosted in the spring, and the Annual Meeting is hosted at the end of the summer. To view the presentation from the Tourism Fall Forum, visit parkcitychamber.com/tourism-fall-forum/. To stay updated on the Park City Chamber & Visitors Bureau, subscribe to their newsletter here. For additional information on the Park City Chamber & Visitors Bureau, visit parkcitychamber.com.

About Park City Chamber of Commerce & Visitors Bureau

Park City Chamber of Commerce & Visitors Bureau represents over 1,000 businesses in Summit County. Founded in 1963 to promote local ski resorts, today, the Park City Chamber & Visitors Bureau is entrusted with fostering the health and wellbeing of the local community. From maintaining economic stability and addressing environmental concerns to developing sustainable tourism plans and preserving cultural heritage, the organization prides itself on being in the community for the community. Our Mountainkind brand is designed to support destination stewardship. For more information, visit visitparkcity.com.