Heber Valley Tourism Office reports $1.3M restaurant tax increase and visitor spend impact

Midway City Council's recent meeting highlighted a significant boost in local tourism revenue, with restaurant tax collections soaring to $1.3 million in 2024—a remarkable 21% increase compared to the previous year. This surge outpaced the statewide average increase of just 4.6%, showcasing Midway's growing appeal as a tourist destination.

Transient room tax collections also saw a healthy rise, exceeding $4 million, reflecting a 2.5% increase year-over-year, slightly above the statewide average of 3.9%. However, officials noted a leveling off in growth due to factors like inflation and a decline in outdoor recreation interest. Despite this, optimism remains for future growth as occupancy rates and average daily room rates (ADR) are expected to improve, particularly during the winter season when rates peak due to ski tourism.

The meeting also addressed the impact of new hotel developments, including the Grand Hyatt, which, while boosting local infrastructure funding, will not contribute to transient room tax revenue for Wasatch County. This has raised concerns about the long-term financial benefits of such projects for the local economy.

In a broader context, the visitor economy contributed approximately $187 million in direct spending to Wasatch County in 2023, supporting around 1,800 jobs and significantly easing the tax burden on local residents. Officials emphasized the importance of attracting visitors to sustain local businesses, with some establishments reporting that they rely heavily on tourist traffic.

As the council looks ahead, strategies are being developed to enhance visitor spending and ensure that the benefits of tourism are felt throughout the community. The focus will be on creating a unified business community and fostering partnerships that support local economic growth.