County sees increase in visitation

A lodging study commissioned by the Sweetwater County Travel and Tourism reveals leisure visitation increased by 5 percent.

According to a media release from the organization, the study measures if visitors to the area come for work or vacation.

Leisure visitation has increased from 24 percent in 2016 to 29 percent in 2018. According to the release, the boost in leisure occupancy has helped offset fluctuation in occupancy from the energy sector.

At the Green River Chamber of Commerce, the increased visitation has already become apparent according to Lisa Herrera, chamber director.

“We have seen an increase in visitors,” Herrera said. “It’s definitely exciting to see.”

The chamber also operates as a visitors center for the city, providing travelers with information about the city and nearby points of interest. Herrera said she noticed the upswing start with the Union Pacific steam engines visiting the city. She also said they had a large number of visitors stop in during the 150th anniversary of Maj. John Wesley Powell’s expedition down the Green River.

Jenissa Meredith, executive director of Sweetwater County Travel and Tourism, believes the increase comes from advertising efforts the organization has made in regional markets.

“Over the past 12 years, we have continually fine-tuned our advertising efforts to ensure that our messaging is resonating with potential visitors and that our ads are placed in the best markets and through the most effective mediums to drive visitation to Sweetwater County,” she said in a media release. “We have seen the leisure occupancy segment as low as 15 percent in 2008, so for leisure visitation to make up almost one-third of the overall occupancy today is a huge success.”

Meredith said more than half of the leisure visitors coming to Sweetwater County are on longer vacations to either Yellowstone National Park of Grand Teton National Park.

On average, parties consist of three travelers and they stay in county three and a half days.

Meredith anticipates a busy 2019 travel season, saying reservations for lodging within the county have increased over last year.

“We often say that all roads lead to Yellowstone and we are happy to be on one of the most scenic and easily traveled routes,” Meredith said.