International interest down but spending power remains, consultant tells Moab tourism board
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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 trips to the United States.
Hermann said international travelers who do visit tend to spend more per trip than the typical domestic visitor. "The majority of the travelers from Europe that come here spend in the destination about more than $5,000," he told the board, and he described itineraries that can rise toward $10,000 for multiweek trips.
Why it matters: international visitors represent higher per‑party spending and longer itineraries, which can help local lodging and hospitality businesses even when total arrivals soften. Hermann recommended that Discover Moab and partner organizations emphasize authentic, human‑written content in multiple languages, partner with micro‑influencers and guidebooks, and use targeted cooperative campaigns with the Utah Office of Tourism to find high‑intent travelers.
Board members asked about Hermann's local relationships and timing. He said Hormen Global already provides research and co‑operative campaign support in Utah and with partners including San Juan County, Kanab, Cedar City and Garfield County. On booking lead times, Hermann said that historically many international travelers lock plans roughly six months ahead, but that booking windows were more variable in 2025.
Hermann urged the board to prepare content and landing pages now so Moab can be visible as planning windows reopen, and he volunteered to share his presentation and underlying data with the Moab Office of Tourism for follow up.
Next steps: Hermann said he will share the presentation and data with staff; board members indicated interest in integrating the international research into the 2026 marketing plan.
