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Visit Ogden reports tourism tax collections near $9.3 million in 2024; touts new branding, events and group sales
Summary
Visit Ogden presented its 2024 annual report at the Feb. 18 work session, reporting near‑record tourism tax receipts, a brand refresh and expanded group sales including multi‑year contracts with Triple Crown and plans for new conferences in 2026.
Visit Ogden presented its 2024 annual report to the council on Feb. 18, reporting tourism-related tax receipts of just under $9.3 million for 2024 and a set of initiatives intended to stabilize and broaden visitor spending across seasons.
Why it matters: staff said visitor spending drives a significant portion of local sales tax revenue and supports jobs and events that generate economic activity in Ogden and Weber County.
Visit Ogden’s director (presenting) said the organization finished 2024 with a 2% increase in tourism tax collections compared with 2023 and described efforts to even out seasonality by investing more in spring and fall marketing. “These lodging and hospitality sectors are obviously a good indicator as our overnight stays,” the presenter said, noting Ogden City’s hotel occupancy finished down about 1% while average daily rates (ADR) rose about 6%, producing mixed revenue effects.
The presentation highlighted group sales and events: Visit Ogden reported hosting 59 groups in 2024 with an economic impact of over $17 million; it also cited a worldwide review that brought 1,200 attendees from 28 countries and said a new industry symposium is planned for May 2026. The organization confirmed long-term agreements with tournament operators: a 10‑year contract with Triple Crown’s fast-pitch softball events and multi-year commitments for other baseball tournaments.
Marketing and branding: staff said Visit Ogden completed a brand refresh and launched a new website in April; early results showed a 38% increase in active users and about 44,000 referral clicks to local partners since the site launch. The presenter said winter campaigns and favorable rankings for area ski resorts supported demand in the winter season.
Stewardship and advocacy: Visit Ogden described destination‑stewardship work that included a month‑long “Ogden Eats” campaign to support restaurants in slow months, transit and accessibility initiatives (ski bus stops and hidden‑disabilities training), and three Economic Development Administration grants to support a destination stewardship plan, an arts and culture tourism impact study, and a Keesel Avenue art project.
Ending: the Visit Ogden presenter emphasized advocacy and legislative issues (transient room tax changes and short‑term rental proposals at the state level) and noted team development and board‑level recognition. The presenter directed interested parties to the annual report and 2025 strategic plan on the organization’s website.
