Celebrating National Travel & Tourism Week

As we wrap up National Travel & Tourism Week (May 3-9, 2026), we at Discover Davis are taking a moment to look behind the postcards. While tourism is often associated with vacations and relaxation, for us in Davis County, it’s also about opportunity, stability, and community.

National Travel and Tourism Week is a time to celebrate the essential role travel plays in our economy. Beyond the hotel lobby, tourism is a massive engine for community prosperity. When we welcome visitors, we aren’t just hosting guests—we are inviting “outside investment” that strengthens our businesses and enhances the quality of life for every resident.

What is National Travel & Tourism Week?

Established in 1983 by a congressional joint resolution, National Travel & Tourism Week (NTTW) is an annual tradition that celebrates the travel industry’s role in stimulating economic growth, cultivating vibrant communities, and restoring the nation’s spirit. In 2026, the theme “Postmarked: Essential” highlights a simple truth: travel is not optional it is fundamental to America’s economy, workforce and way of life. Learn more here.

To Our Partners: You Are the Destination

Before we dive into the data, we want to recognize and thank our incredible Davis County partners who make this industry thrive. From our hotels and restaurants to our unique attractions, bustling venues, and local small businesses, you are the reason visitors choose to stay, explore, and return. Your hospitality turns a simple trip into a lifelong memory, and your hard work ensures that Davis County remains Utah’s “Amusement Capital.”

The “Invisible” Impact: Why Tourism is Essential

1) A Vital Boost to the Local Tax Base

Every time a visitor shops at our local retailers, fills up their gas tank, or grabs a coffee, they generate local and state sales tax revenue. This “new money” flows directly into our community’s infrastructure.

By capturing revenue from people who live elsewhere, we are able to fund the high-quality services we all enjoy without the entire financial burden resting on the shoulders of Davis County residents.

The Result: Better parks, smoother roads, and top-tier public safety, all supported by a broader, more diverse tax base.

In 2024, the visitor economy in Davis County generated more than $84M in total tax revenue—including $69.5M in direct visitor-generated tax—for our local cities and the state of Utah.

2) It Fuels the Job Market

Tourism is a cornerstone of our local workforce. It creates a diverse professional ecosystem that supports thousands of families right here in our backyard. From leadership roles in hospitality and culinary arts to specialized positions in event management and outdoor recreation, the travel industry provides stable, upwardly mobile career paths that keep our local talent right here in Davis County.

3) Powering the Local Business Economy

In 2024, Direct Visitor Spending in Davis County reached an incredible $710.8 Million. This isn’t just a number; it’s a direct injection of capital into our business community.

Whether it’s a family-owned shop or a major retail anchor, visitor spending provides the critical cash flow that keeps our doors open and our economy resilient. This “new money” creates a ripple effect: businesses can expand, hire locally, and reinvest in our community. By attracting visitors, we ensure that Davis County remains a vibrant place where all businesses have the opportunity to thrive.

What Does a DMO Actually Do?

The DMO: Driving Community Vitality Behind the Scenes

You might see Discover Davis on a website or social media, but the true work of a Destination Marketing Organization (DMO) happens behind the scenes. We serve as the strategic engine for the visitor economy, ensuring that travel doesn’t just happen—it works for the benefit of everyone in Davis County.

We Tell the Davis County Story

As the county’s brand architect and community advocate, the DMO manages the ‘big picture’ of our tourism economy. We cultivate year-round demand by marketing Davis County to leisure travelers and recruiting high-impact group events, from sports tournaments to conventions. By serving as a strategic partner resource, we ensure this influx of outside investment strengthens our local businesses and sustains our region’s growth well beyond the peak summer months, driven by our commitment to enhancing the quality of life for our residents.

Discover Davis Mission Statement: To attract and serve visitors by promoting authentic experiences, strengthening our destination brand, and advancing tourism and business travel, including sports and events, in ways that drive economic impact and enhance quality of life for Davis County residents.

We Connect the Dots

We act as the central hub for our local partners and stakeholders. Whether it’s ensuring a convention in Layton drives shoppers to a retail center in Bountiful, or a family visiting Lagoon discovers a local favorite eatery in Farmington, we work to make sure visitor spending ripples throughout the entire county. By fostering these partnerships, we ensure the economic impact of tourism reaches every corner of our local business community.

We Protect Our Future through Stewardship

A critical part of our mission is research and destination management. We study travel trends to ensure we aren’t just attracting more visitors, but quality visitors who will respect our trails, support our local businesses, and contribute to a sustainable economy. By balancing promotion with stewardship, we protect the natural resources and quality of life that our residents value most.

We’re Your Biggest Cheerleader

At the end of the day, our success is measured by the success of our partners and the prosperity of our residents. When our hotels are full, our restaurants are bustling, and our local businesses are thriving, the whole community wins. We work every day to ensure that Davis County remains a vibrant place where businesses can grow and residents are proud to call home.

Travel and tourism create the experiences that turn first-time visitors into lifelong fans of Davis County. We work every day to ensure our county remains a place where businesses can grow and residents are proud to call home.

*Visitor Data Sources: Kem C Gardner Policy Institute analysis of Tourism Economics, Utah Legislature, and Utah State Tax Commission data; Placer.ai and Visa Insights