Wyoming tourism office reports long-term growth, unveils renovated welcome centers as director prepares to depart

Diane Schober, executive director of the Wyoming Office of Tourism, told the Travel, Recreation, Wildlife & Cultural Resources Committee that the visitor economy has grown substantially during her tenure and that the office's marketing produces measurable returns. "For every dollar that the office of tourism spent on a marketing campaign or that the state invested in creating an awareness, we are at 2024, a return for every dollar spent on marketing, $11.61 returned in sales and use tax revenue," Schober said.

The agency told lawmakers that leisure and hospitality GDP rose from about $1.3 billion in 2004 to a 37% higher figure by 2024, direct travel spending has increased roughly 2.4 times, tax revenue tied to travel has grown about 3.2 times, and employment and direct earnings have also climbed. Schober and staff emphasized a distinction between baseline visitation and "incremental trips" that marketing is measured to generate; the office reported…