When most people think of tourism, they picture vacationers with cameras around their necks or families exploring a new destination. But in the South Valley, today’s visitor is just as likely to be a young athlete competing in a weekend tournament, a business executive attending a conference, concertgoers spending an evening with friends, or families visiting loved ones.
Whatever brings them here, every visitor has something in common—they invest in our community.
They stay in our hotels. They dine in our restaurants. They shop in our stores. They fill our entertainment venues, purchase fuel, visit local attractions, and often discover businesses they never knew existed. Those dollars don’t just benefit one business; they create a ripple effect that strengthens our entire local economy.
An Economic Engine That Benefits Everyone
Tourism is one of Utah’s most powerful economic drivers, supporting businesses of every size and nearly every industry.
According to the University of Utah’s Kem C. Gardner Policy Institute, Utah’s travel and tourism industry supports more than 164,000 jobs, which is nearly 12 percent of all employment statewide. From hotels and restaurants to retail, recreation, transportation, and professional services, tourism fuels economic activity that reaches virtually every corner of the state’s economy.
Youth and amateur sports illustrate that impact particularly well. The Junior Volleyball Association estimates that a 100-team tournament can generate approximately $71,000 in event revenue. Yet the greater economic value often occurs outside the competition itself as thousands of athletes, coaches, and families book hotel rooms, dine at local restaurants, shop at nearby businesses, and explore the surrounding community.
Every meal purchased, every night spent, and every retail transaction helps support local jobs while generating sales tax revenue that funds roads, parks, public safety, and other community services.
A Winning Partnership
The South Valley Chamber’s Tourism Committee works alongside Visit Salt Lake, Sports Salt Lake, local cities, hotels, venues, and businesses to ensure the South Valley is a destination people want to experience.
This collaboration is producing measurable results.
During just the first six months of 2026, the South Valley welcomed more than 124,000 visitors attending meetings, sporting events, conferences, concerts, and community events. Those visitors generated more than 62,000 hotel room nights and an estimated $38.8 million in economic impact throughout our local economy.
“Sports tourism is a powerful economic driver,” explained Clay Partain, Chief Sports Officer for Sports Salt Lake, “but regional collaboration is what maximizes its impact. Partnering with the South Valley Chamber ensures incoming events directly support local businesses, strengthen our hospitality sector, and lift the entire South Valley economy.”
More Than Hotels and Restaurants
One of the biggest misconceptions about tourism is that it only benefits hotels and restaurants.
In reality, nearly every business gains from a thriving visitor economy.
Visitors stop for coffee before meetings. They purchase gifts while exploring the area. They fill up at local gas stations. They visit salons, grocery stores, pharmacies, entertainment venues, and retailers. Many return later with family and friends or even relocate after discovering everything the South Valley has to offer.
A positive visitor experience today often becomes tomorrow’s repeat customer, future resident, or business investment.
That’s why creating a welcoming community matters.
Friendly customer service, clean and attractive business districts, engaging events, and strong partnerships all contribute to building a destination people remember and recommend.
Building the Future Together
Tourism requires cities, businesses, event organizers, attractions, hospitality partners, and community leaders working together with a shared vision. When we invest in exceptional visitor experiences, we aren’t simply filling hotel rooms for a weekend—we’re strengthening our local economy, supporting small businesses, creating jobs, and building vibrant communities for years to come.
The South Valley has become one of Utah’s fastest-growing destinations because of its collaborative spirit. As our region continues to grow, so do the opportunities to welcome new visitors, showcase our communities, and create lasting economic impact.
Visitors may come for a tournament, a conference, or a concert, but the real winners are the businesses they support and the communities they help strengthen.
That’s why tourism isn’t someone else’s business. It’s everyone’s business.
Learn how your business can benefit from South Valley’s growing visitor economy. Connect with the South Valley Chamber’s Tourism Committee to discover partnership opportunities, stay informed about upcoming events, and be part of the region’s continued growth.