Park City Chamber Fall Forum sees positives in area’s tourism efforts

Speakers and participants came away from an annual Tourism Fall Forum in Park City feeling primarily positive vibes surrounding the Wasatch Back’s critical industry. 

Earlier this month, leaders from business and tourism met with community partners to review the year’s progress in attracting visitors at the start of the winter season. Hosted by the Park City Chamber & Visitors Bureau, the meeting was held at the Stein Erickson Lodge. 

One major conclusion drawn by forum participants was that collaboration continues to power Utah’s tourism success. Partnership among state and local agencies and local businesses remains the “secret sauce” behind Utah’s thriving tourism economy. This cooperative effort drives “strategy, policy and responsible visitation all while balancing growth with environmental stewardship and community well-being,” the chamber’s summary of the discussion said.

Park City’s “Mountainkind” brand identity continues to connect with high-income visitors who prioritize adventure, luxury and community, attendees found. With winter driving up to 60 percent of annual business revenue, new and returning efforts like the “Annual Visitor Guide,” “Mountainkind Morning” and Mountainkind gift cards are supporting local businesses while promoting Park City as a year-round destination.

Though the national economy may slow in the near term, long-term forecasts are positive, with recovery expected in 2026-27. Locally, lodging occupancy is pacing 7.3 percent above last year and discretionary spending among high-income travelers remains at record highs.

The critical ski industry continues on an upward trajectory, forum participants heard. Utah continues to strengthen its position as one of the nation’s top ski destinations, consistently ranking No. 3 nationally and gaining popularity each year. More than $500 million in resort improvements are planned as the 2034 Olympic Games approach, signaling an improved experience for visitors. Early forecasts suggest another record-setting winter this year.

“The Tourism Fall Forum continues to strike the perfect balance between business insights and the spirit of celebration,” said Jennifer Wesselhoff, president and CEO of the chamber/bureau. “It blends the marketing, economic and industry updates our partners need to succeed, and captures the fun-loving energy that makes Park City so special. It’s a reminder of why we work hard: to live, play and thrive together in this mountain wonderland we’re fortunate to call home.”

The Tourism Fall Forum is one of three major annual events hosted by the Park City Chamber & Visitors Bureau. The Wasatch Back Economic Summit is hosted in the spring and the chamber’s Annual Meeting is hosted at the end of the summer.

Park City Chamber of Commerce & Visitors Bureau represents over 1,100 businesses in Summit County. Founded in 1963 to promote local ski resorts, today, the chamber/bureau sees its responsibility as the health and well-being of the local business community, Wesselhoff said.