Utah exposed: travel and tourism one year after the Games.

• Author: Stevenson, Brooks
• Position: Business Trends: Travel and Tourism

Airline travel is suffering, the economy is stagnating, jobless claims are skyrocketing, fears of terrorism are lingering, and not one of these paralyzing conditions seems to have had an effect on Utah's travel and tourism industry -- not yet, anyway.

With the Olympics more than a year behind us, Utah has capitalized on the month-long exposure it garnered from the world's most publicized sporting event and maintained its reputation as a vibrant, safe, affordable and fun place to visit. From the national parks of southern Utah to the ski slopes of the Wasatch, and everything in between, Utah's travel and tourism market doesn't seem to be following any trend but its own.

Utah's travel and tourism market is essentially broken up into three sectors: the ski industry, conventions/business travelers, and nature-oriented tourists. Although each occupies a unique niche, each industry is reflective of the overall position of travel in Utah.

Conventions

While hotel occupancy rates across the country hit a 30-year low, Salt Lake City hotels are holding steady, thanks in large part to Olympic exposure and strong attendance at Salt Lake-based conventions. Salt Lake hotel occupancy rates were up 6.5 percent in 2002, compared with the previous two years.

"We've seen high and, in many cases, record-setting attendance at recent conventions," reports Mark White, vice president of convention sales and marketing for the Salt Lake Convention & Visitors Bureau. "The Olympics certainly put Salt Lake on the map, but there are other attributes driving our business. Travelers are also attracted to our alpine beauty, safety and value as a destination."

"We're seeing more business travelers come early and stay later to enjoy the natural beauty, national parks and ski areas," says Jason Mathis, SLCVB director of communications. "People are seeing Utah for what it really is -- a great tourist destination. Our biggest challenge is getting that message out."

But the success wasn't simply a result of exposure from the Winter Games. The Salt Lake Convention & Visitors Bureau (SLCVB) made a concerted effort to capitalize on the state's newfound celebrity. The bureau hired pollsters Dan Jones and Associates to research national perceptions of Salt Lake and make adjustments as needed in their marketing strategies.

"Images from the Games have changed national perception; before the Olympics, many people had no image of Salt Lake," notes Dianne Binger, president and CEO of...