This is an archived article that was published on sltrib.com in 2014, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
There is never a wrong time to visit Utah. The beauty of our landscapes, destinations, amusements, resorts and communities is that each season provides visitors a unique and authentic opportunity to experience all that we are able to enjoy each and every day. It is for that reason Utah is a big tourist attraction to both international and domestic tourists, and also why tourism is an economic juggernaut for Utah.
You may be surprised to know that tourism in this state delivers more than $7 billion in spending annually, employs more than 129,000 residents and provides nearly a billion dollars in state and local tax receipts as a result of visitors coming here and spending their dollars. Tourism is, beyond a doubt, a winner for the Utah economy.
And just how there is never a wrong time to visit Utah, there is also no wrong time to bolster our state and welcome more visitors. That is exactly what Congress is working on right now, and we applaud their efforts.
The U.S. House and Senate are working to renew Brand USA. This public-private partnership was established in 2010, successfully marking our country's first travel promotion authority for the international traveler market. For decades, our country happened upon international visitors and their spending by luck. We were America, and with our great destinations we were fortunate to attract scores of visitors from countries such as Japan, Germany and the UK.
However, beginning in the early 2000s and up until Brand USA started, we consistently lost our share of international visitors. Other countries became more aggressive promoting their cities and destinations, and our economy suffered for it. Recognizing this disturbing trend, Congress and the tourism industry worked together to establish The Travel Promotion Act. For the first time, the U.S. and its partners throughout the country, including destinations here in Utah, have the opportunity to more efficiently target potential visitors in key countries.
The results have been remarkable. A recent study examining Brand USA's effectiveness documents that for every $1 spent promoting the U.S., the organization was able to deliver $47 in visitor spending. The most novel and strategic component of Brand USA is its actual funding mechanism. The program completely shields the U.S. taxpayer from any exposure, instead generating revenue from the private sector and from fees attached to inbound international traveler plane tickets.
We have additional opportunities to broaden this reach dramatically with Brand USA as Visit Salt Lake and other destinations and resort properties throughout Utah continue to partner with Brand USA to lure international visitors. We applaud the members of the Utah U.S. House delegation who supported The Travel Promotion, Enhancement, and Modernization Act of 2014. The House version passed by an overwhelmingly bipartisan vote of 347-57 on July 22. A day later in the Senate, the Commerce Committee unanimously approved of the measure out of their committee, and now it awaits Senate floor consideration when Congress returns from its August recess.
Sen. Orrin Hatch and Congressmen Rob Bishop, Chris Stewart and Jim Matheson have all signed as cosponsors of Brand USA legislation.
The Senate has a great opportunity to bolster this program and allow it to continue its incredible work telling the world about the wonderful places to visit in Utah and the U.S., all without any taxpayer dollars being used.
Nan Anderson is executive director of the Utah Tourism Industry Association. Scott Beck is director of Visit Salt Lake. Vicki Varela is managing director of the Utah Office of Tourism.