Ad campaign aims to draw tourists to Utah for the winter

Posted at 3:47 PM, Oct 29, 2014
and last updated 2014-10-29 22:22:25-04

WEST VALLEY CITY -- Skiing is a $7.5 billion industry in Utah, and with a new ad campaign the state hopes to makes Utah the premiere destination for winter vacations.

The Utah Office of Tourism plans to launch the “Find Your Greatest” ad campaign to attract visitors from across the country and internationally.

“Every year we've advertised, we've gotten an increase in tourism revenues; that demonstrates that you have to advertise, you have to tell your story to get people to come and spend money here,” said Vicki Varela, Director of Tourism, Film and Global Branding for the State of Utah.

Out-of-state visitors spend an average of $323 a day, according to a survey done by the state in 2012. That money generates nearly a billion dollars annually in tax revenues.

“This is what the taxpayers need to understand: This is good for you, because it reduces our tax burdens here in the state of Utah by more than a thousand dollars [per person],” Gov. Gary Herbert said.

The Governor is now pushing the ski industry to increase tax revenue to $1.2 billion by 2018.

“What we want to do is inspire people to come to Utah,” Varela said. “We have a major ad buy on the east and west coast -- that's New York, Boston, San Diego, Los Angeles -- those are the customers we love.”

The ad campaign rolls out November 1. For more information regarding the Utah Office of Tourism, visit their website.