Destination Assessment of Summit County, Utah

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February 2022 – The Global Sustainable Tourism Council (GSTC) conducted a Destination Assessment of Summit County, Utah, from July to December 2021. The Destination Assessment was led by Dr. Kelly Bricker, GSTC Vice-Chair, working closely with the Park City Chamber of Commerce | Convention & Visitors Bureau (PCCVB) and stakeholders throughout the County.

Summit County Tourism Overview

Summit County is located in northeast Utah, extending toward the southwest corner of Wyoming. A significant portion of the county is mountainous, with much of the High Uintas Wilderness located within its boundaries.

Within Summit County, several communities contribute to its identity, with Park City serving as a central hub for culture, tourism, and recreation. The city is known for its combination of historic silver mining heritage, cultural and artistic offerings, and year-round outdoor activities. It also hosts a range of festivals and events, including the Sundance Film Festival, Park City Fourth of July Celebration, Park City Arts Festival, music festivals, and Miners Day—Labor Day Celebration. Cultural infrastructure in the area includes art galleries, historic sites, museums, and the Egyptian Theatre, supporting a range of cultural activities.

Following the 2002 Winter Olympics, Summit County entered a period of continued growth. In 2019, visitor spending in the county was estimated at $1.08 billion, representing a 4.0% increase from 2018. The primary categories of visitor spending included lodging, food services, and recreation.

Visitor spending in Summit County accounted for 12.6% of statewide spending and ranked second in county transient room tax revenue, generating $11.4 million. Tourism activity also supported approximately 12,327 travel and tourism-related jobs in the county, reflecting a 3.2% increase from 2018. An estimated 95% of commercial tourism activity in Summit County is concentrated in Park City.

GSTC Destination Assessment of Summit County

The GSTC Destination Standard is structured around four pillars of destination sustainability: destination policy and planning, community involvement and benefits, management of cultural assets, and management of environmental and natural resources.

The evaluation of Summit County was conducted by Dr. Kelly Bricker between July and December 2021, with coordination support from the Park City Chamber of Commerce & Visitors Bureau on behalf of the county.

To evaluate the County’s performance against the GSTC Destination Standard V2.0, the GSTC reviewed legal and policy documents related to county management. The assessment also included one-on-one conversations and group interviews with 25 stakeholders representing local government, the private sector, NGOs, academia, and the local community. In addition, a desktop review of more than 300 documents was conducted.

The Park City Chamber of Commerce & Visitors Bureau supported the process by identifying stakeholders, arranging meetings and site visits, and gathering relevant policy documentation across the areas covered by the GSTC Destination Standard. Jennifer Wesselhoff served as the Destination Liaison throughout the assessment.

“Park City is energized by the GSTC destination assessment,” shares Jennifer Wesselhoff, President & CEO of the Park City Chamber of Commerce | Convention & Visitors Bureau. “Our organization is using these insights to develop Utah’s first Sustainable Tourism Plan. The assessment will help us prioritize projects and resources that celebrate our accomplishments, fill gaps within our community and move us closer to our ultimate goal of certification. Park City will be the destination leader to watch as we strive to balance quality of life for our residents, maintain a thriving economy and protect our environment.”

Results and Key Takeaways

The results of the Global Sustainable Tourism Council Destination Assessment of Summit County evaluated performance across the four pillars of the GSTC Destination Standard: sustainable management, socio-economic sustainability, cultural sustainability, and environmental sustainability. Across 38 standards, 12 were rated as “excellent performance,” 12 as “good performance,” 8 as “need improvement,” 3 as “moderate risk,” and 3 as “high risk.” Overall, Summit County achieved a score of 2.10 out of 3.00.

Performance was strongest in the areas of socio-economic sustainability and environmental sustainability, while opportunities for improvement were identified in sustainable management and cultural sustainability.

The findings from the assessment provide a reference point for informing future initiatives and supporting the development of a strategic destination stewardship plan to strengthen the sustainable management of tourism in Summit County. The Global Sustainable Tourism Council also recognizes the role of the Park City Chamber of Commerce & Visitors Bureau in advancing sustainable tourism efforts within the region.

Continued monitoring and application of the GSTC Destination Standard, using the assessment results as a baseline, can support ongoing progress. The assessment identified both strengths and areas for improvement, contributing to the development of a potential Destination Stewardship Council or similar entity, an initiative led by the Park City Chamber of Commerce & Visitors Bureau. The organization has also engaged the Coraggio Group to assist in the development of a sustainable tourism plan.

“We at GSTC commend Summit County for taking a systematic and holistic approach with a commitment to continuous improvement by using the GSTC Standard, and based on the good work already underway,” says GSTC CEO Randy Durband. “I got to know Summit County up close and personal in the 1980s and ‘90s and have a love and appreciation of the people and place, and pleased but not surprised with these developments.”