For Our Partners

Industry Partners Hub

Your comprehensive resource center for tourism partnership, data, and collaboration in Washington County.

By department

Department Resources

Every Greater Zion team and the tools they offer partners, all in one place.

Community & Partner Relations

The Community & Partner Relations team builds connections between the Greater Zion Convention & Tourism Office and local stakeholders, providing resources and support to enhance tourism experiences throughout Washington County.

Resources & Services

Marketing

The Marketing team develops compelling campaigns and content to showcase Greater Zion to potential visitors, highlighting the region's unique experiences and attractions.

Resources & Services

Film

Showcasing Greater Zion as a premier film venue for those seeking stunning locations to bring their visions to life on screen.

Resources & Services

Meetings & Conventions

Connecting organizations with lodging, venues, attractions, and activities that take their events, conferences, retreats, or trade shows to another level.

Resources & Services

Sports & Events

Aligning organizations with resources and infrastructure for sports and adventure events.

Resources & Services

Travel Trade

Connecting international planners and travel professionals with destination information for their clients.

Resources & Services

Motorcoach

Visitor Services

Serving as the frontline ambassadors of Greater Zion, we enhance visitors' experiences by offering recommendations and providing resources about local businesses and offerings.

Resources & Services

For more questions, email us or call (435) 301-7400.

The numbers

Tourism Taxes

Tourism generates significant economic benefits for Washington County, funding services and infrastructure that would otherwise fall to residents. Here is the impact, and where the money goes.

Tourism Impact in Washington County

$965.8M: Visitor Spending (2023)
12,863: Jobs Supported
$167.1M: State & Local Tax Revenue
$2,000: In Tax Benefits per Utah Household

When visitors stay in hotels, motels, RV parks, or other accommodations in Washington County, a 4.25% Transient Room Tax (TRT) is applied to their lodging costs. These funds are collected by the Utah State Tax Commission and redistributed back to Washington County, where, in accordance with state legislation, Greater Zion strategically invests in tourism promotion and destination development projects. These investments enhance the visitor experience while creating lasting benefits for both residents and visitors alike.

Impact of Tourism Tax Revenue

Destination Development

A portion of TRT revenue is invested in county projects, from trail systems to recreational facilities, creating infrastructure and amenities that enhance visitor experiences and improve the quality of life for residents.

Over the past decade, more than $30 million in TRT funds have been invested in Washington County projects like:

Trail systems and outdoor recreation infrastructure
Parks and recreational facilities
Event venues and cultural amenities
Tourism-related infrastructure improvements

This dedicated funding source ensures ongoing investment in the region's tourism assets without placing additional tax burden on local residents.

TRT Distribution Structure

Transient Room Tax is layered. A statewide rate funds capital projects and outdoor recreation, while the county's own collections are split between what may be spent on projects and what must be reinvested in promoting the destination.

1.07% Statewide TRT Rate

0.50% Long-term Capital Projects Fund
0.25% Outdoor Recreation Mitigation Grant
0.32% Utah Outdoor Recreation Grants (UORG) + HS Hospitality CTE

4.25% County TRT Collections

53% Can be spent on projects Acquiring + Operating, Payments, Mitigation
47% Must be spent on establishing + promoting Tourism, Recreation, Film Production, and Conventions
100% Allowable for establishing and promoting

Rates and allocations are set by Utah state legislation.

Who we are

About Greater Zion

The Greater Zion Convention & Tourism Office is the official tourism team for Washington County. Through Transient Room Tax (TRT) funding, we promote Greater Zion as an elite travel and convention destination. Our goal is simple: promote the area to visitors, then reinvest tax revenue from their spending to improve our region for both visitors and locals.

We accomplish this with strategic marketing and strong domestic and international partnerships. These efforts grow our local economy and help protect the stunning natural beauty that makes this place so special.

This region is more than Zion National Park. Don't get us wrong, the park is our crown jewel. But with four state parks (Snow Canyon, Sand Hollow, Quail Creek, and Gunlock), 19 unique communities, and 14 golf courses within a 20-mile radius, Greater Zion offers an incredible range of landscapes and endless ways for people to relax, explore, play, and connect.

Mission

Our mission is to maximize the revenue generated by visitors to create a superior experience for visitors and residents.

Vision

Inspire Greater. Experience Greater. Live Greater.

At Greater Zion, we strive to inspire travelers to explore our extraordinary region, deliver exceptional tourism experiences, and enrich the quality of life for our residents through sustainable tourism development.

Tourism isn't just about visitors. It's about us.

Rick Praetzel, Managing Partner at Zion Adventure Company

Greater Zion is the kind of place where the people shape the experience as much as the landscape. Our local businesses, guides, and community members do so much more than welcome visitors; they take pride in helping them feel like they belong. It's that genuine hospitality, paired with unforgettable experiences, that keeps people coming back again and again.

Brittany McMichael, Director, Greater Zion Convention & Tourism Office

Our focus

2025 Key Initiatives

The Greater Zion Convention & Tourism Office works together as a team to identify a focused set of key initiatives that guide our efforts, selected through a thoughtful, collaborative process and reviewed regularly. Guided by our principles, Inspire Greater, Experience Greater, Live Greater, they reflect our responsibility to use tourism funds wisely and create lasting benefits for both visitors and residents.

01Grow Awareness of Greater Zion
02Support Events and New Visitor Markets
03Strengthen Digital Tools and Online Presence
04Improve Communication for Key Tourism Markets
05Enhance Media and Marketing Resources
06Use Data to Guide Decisions
07Increase Education, Collaboration, and Transparency
08Invest in Trails and Destination Development

Organizational Evolution

From Tourism Boosters to Greater Zion

1960s

Tourism Boosters organization forms

Community-driven group established to promote the region as a destination.
1970s

Washington County Travel Council established

Lobbying organization formed to advance travel and tourism in the county.
1990s

Washington County Travel & Convention Bureau

Formal bureau created to support travel and convention business.
1996–2014

St. George Convention & Tourism

St. George-focused convention and tourism office leads destination marketing.
2018

Rebranded as Washington County Convention and Tourism Office

County-wide identity adopted to represent the full destination.
2019

Greater Zion Brand launched

Greater Zion Convention & Tourism Office, the name and brand that define the destination today.

A Legacy Timeline

From National Monument to World Championship Destination

Foundations

1909

Mukuntuweap National Monument Established

The precursor to Zion National Park is designated, protecting the canyon's dramatic sandstone walls.
1919

Zion National Park Officially Designated

One of America's most iconic national parks is born, now the second most visited park in the United States.

Growth & Community

1950s–60s

Western Movies Era

Hollywood discovers the region, sweeping red rock landscapes become the backdrop for iconic Western films.
1962

Snow Canyon State Park Opens

A world-class destination for hiking, climbing, and scenic wonder just minutes from St. George.
1963

Dixie College Opens

Higher education takes root in the region, laying the groundwork for Utah Tech University today.
1965

Dixie Red Hills Golf Course Opens

One of the region's first golf courses sets the stage for what will become a premier golf destination with 14 courses.
1970

Gunlock State Park Opens

A remote reservoir oasis offering boating, fishing, and water recreation amid stunning sandstone scenery.
1972

I-15 Completed

The interstate connecting Salt Lake City to Los Angeles opens Greater Zion to millions of travelers.

Sports & Culture

1977

St. George Marathon — Inaugural Race

One of the most celebrated marathons in the country takes its first strides through the red rock landscape.
1986

Quail Creek State Park Opens

Crystal-clear waters framed by red cliffs and the Pine Valley Mountains become a beloved recreation destination.
1987

Huntsman World Senior Games Begin

The world's largest multi-sport event for athletes 50+ finds its permanent home in St. George.
1995

Tuacahn Center for the Arts Opens

Broadway under the stars, an amphitheater carved into a red rock canyon becomes a world-class arts destination.
1998

Dixie Convention Center & Regional Park Open

Event and recreation infrastructure expands, the precursor to what will become Legacy Park and Conference Center.

World-Class Destination

2003

Sand Hollow State Park Opens

Emerald waters, red rock cliffs, and expansive OHV trails create one of Utah's most dynamic outdoor playgrounds.
2010

IRONMAN St. George — Inaugural Full-Distance Race

Greater Zion enters the global endurance sports stage, drawing elite athletes from around the world.
2011

St. George Regional Airport Opens

January 13: direct flights connect Greater Zion to national markets, transforming destination accessibility.
2013

IRONMAN 70.3 — North American Championship

The event earns North American Championship status, putting Greater Zion firmly on the world endurance map.
2021–22

Three World Championships in 13 Months

Greater Zion hosts the IRONMAN World Championship and two IRONMAN 70.3 World Championships, an unprecedented achievement for any destination.
2024

Black Desert Championship — PGA Tour Returns to Utah

For the first time in over 60 years, the PGA Tour tees off in Utah at the stunning Black Desert Resort.