SALT LAKE CITY – The state of Utah is spending millions of dollars promoting its “Mighty 5” national parks in the western United States. Vicki Varela, managing director, Utah Office of Tourism, said her agency is funding the month-long television and online “Mighty 5” advertising campaign in Denver, San Francisco and other major western cities.
“We are trying to inspire people to come and enjoy our spectacular scenery. There is nothing like it anywhere on earth, and it is becoming a bucket-list destination for people all over the world,” Varela said.
The marketing campaign features a one-minute commercial of a family exploring Utah’s five national parks, which are Arches, Bryce Canyon, Canyonlands, Capitol Reef and Zion. The ad blitz also includes billboards and online content, she said.
The money spent promoting Utah’s national parks can generate a huge economic return for the state, Varela added.
“Tourists last year spent $7.4 billion, which translated into $960 million in sales tax revenues,” she said. “That’s money paid in our restaurants and hotels, and buying in our retail stores.”
According to a U.S. National Park Service study released earlier this year, money spent at national parks generates a 10-to-1 economic return for their local economies.
Varela said the state Office of Tourism also promotes the “Mighty 5” through an international marketing campaign.