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International interest down but spending power remains, consultant tells Moab tourism board
Summary
Florian Hermann of Hormen Global told the Moab Tourism Advisory Board that Google search interest from selected European markets fell about 30% year over year, but many international travelers still plan trips and often spend several thousand dollars per visit; he urged authentic storytelling and cooperative promotion.
Florian Hermann, a principal at Hormen Global, told the Moab Tourism Advisory Board on Jan. 13 that international interest in the town dipped in 2025 but remains a viable market for targeted outreach.
"The search has they dropped by 30%," Hermann said, referring to year‑over‑year Google search volume for Moab in several European markets. He told the board the decline reflects two main headwinds — negative geopolitical headlines about the U.S. and an unfavorable exchange rate — but added that the majority of Europeans polled still plan…
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