2025 Annual Report

Looking back over the last year, I am inspired by the profound transformation occurring in how we approach destination stewardship – not just here in Teton County, but across the tourism industry worldwide. We stand at an inflection point, an opportunity where the traditional model of tourism promotion is evolving into something far more sophisticated: regenerative tourism that enhances, rather than depletes the places and communities we care about. We can embrace this model in Teton County, and we can reap the benefits it provides if we are collectively willing to see it through.

In Jackson Hole, this evolution is not theoretical – it is tangible, measurable, and increasingly central to our future resilience as a destination. The work detailed in these pages represents our continued commitment to harnessing the power of tourism to protect our natural resources while building a diverse, year-round economy that serves residents and visitors alike.

Fiscal year 2025 (FY25) saw 3.3 million overnight visitors generating $572 million in lodging spend in Teton County, WY, demonstrating that responsible tourism management and economic vitality are not competing priorities but in fact, complementary forces.

Through strategic deployment of lodging tax funds, we invested $8,079,046 into destination marketing, destination development, and visitor management initiatives that directly benefit both our local economy and workforce while actively mitigating negative impacts from tourism on our natural landscapes.

The maturation of our Destination Stewardship Council continues to yield remarkable results. The group has advanced public transportation initiatives, advised on destination-wide messaging strategies, and assisted in workforce development programs, proving that collaborative governance can drive meaningful change at the destination level. Our Community Partnership Grants program distributed $900,000 to local organizations whose work spans the spectrum from visitor services to multi-modal transportation, each project carefully selected for its ability to enhance Jackson Hole’s long-term viability.

Perhaps most significantly, our marketing evolution reflects a deeper understanding of our role as stewards. Data-driven marketing and carefully crafted storytelling now invite visitors to form a deeper relationship with the Tetons during their stay and protect the places they also love. This approach recognizes that the visitors most aligned with our community values are those who arrive already committed to contributing positively to our economic, social, and natural ecosystems.

Looking forward, the opportunities before us are as vast as the landscapes we protect. The growing global awareness of climate change and unmanaged tourism has created unprecedented demand for destinations that demonstrate an authentic commitment to
sustainability. Jackson Hole’s leadership in this space – built through years of intentional planning, community engagement, and strategic investment – is poised to capture this market while maintaining the natural and cultural integrity that defines our home.

The work ahead requires shared responsibility and continued collaboration between public and private sectors, ongoing community engagement, and the courage to make decisions that prioritize long-term sustainability over short-term gains. As evidenced in the data and stories that follow, we have built the foundation for this future. Now comes the vital work of scaling these initial successes and deepening our impact.

The Jackson Hole Travel & Tourism Board remains committed to demonstrating that tourism, when thoughtfully and strategically managed, can be a force for environmental protection, community enhancement, and economic prosperity. The achievements documented in this report are not endpoints, but milestones on a journey toward a tourism model that truly benefits Teton County.

Thank you to our Board members, community partners, and residents who continue to shape these efforts into reality. Together, we are redefining what it means to be a world-class destination in an era that demands nothing less than excellence in stewardship.

With appreciation for our community,

Mary Bess
JHTTB Board Chair