Utah tourism hits record $13.7 billion in spending despite drop in ski visits

Utah’s tourism industry reached a record $13.7 billion in visitor spending in 2025, according to a report from the University of Utah’s Kem C. Gardner Policy Institute. The industry supported approximately 167,200 jobs and generated $1.6 billion in direct state and local tax revenue.

Despite the record spending, the report highlighted a shift in winter tourism patterns. Skier and snowboarder days at Utah’s 15 resorts decreased by 26.5% compared to the 2024-25 season. However, spending per skier visit rose by 12% to $392, resulting in a $0.4 billion difference in annual spending despite the decline in total ski days.

The data also indicated a decline in international visitors, specifically from Canada, which was previously Utah’s largest international market. While hotel occupancy rates fell across the state, average room rates increased, particularly in Summit and Wasatch counties. Analysts suggest the industry is entering a more normalized environment following the post-pandemic growth period.