What Teton County Residents Are Saying About Tourism

In July 2025, the JHTTB released the results of the 2025 Resident Sentiment Survey, offering scientifically grounded insights into residents’ views on tourism. The findings, available on the JHTTB’s industry site, reveal both areas of progress and persistent challenges that call for collaborative solutions.

Key Takeaways:

• 89% of locals believe that tourism is important to the economy.
• 36% believe tourism benefits outweigh drawbacks – an increase from 26% in 2022.
• 65% support increasing the lodging tax by up to 2% on overnight accommodations.
• Traffic, housing, and environmental impact remain top concerns requiring action.

The bottom line: residents value tourism, but want to ensure that it works for them by protecting individual quality of life, community culture, and the natural environment.

Economic Importance: Strong and Steady

Tourism is Jackson Hole’s number one economic driver, generating $1.75 billion in direct travel spending in 2024 and supporting 8,480 jobs.

In the 2025 survey, nearly 9 out of 10 residents agreed tourism is important to the local economy, and 43% said they personally benefit economically, both figures showing slight improvement over 2022. This economic foundation isn’t just about numbers; it’s about the paychecks, businesses, and opportunities that make life here possible for many families.

But Do the Benefits Outweigh the Costs?

When asked whether “the positive effects of tourism outweigh the negative impacts,” 36% agreed or strongly agreed — up from 26% in 2022 but still below the national average.

Compared to similar Western gateway communities – Moab (31%), Lake Tahoe (29%), and Park City (39%) – Jackson Hole’s sentiment falls within the typical range for destination communities balancing economic benefits with quality-of-life impacts.

What Residents Value, and Where Their Concerns Lie

Residents choose Teton County for its natural beauty, outdoor opportunities, and tight-knit community. Survey respondents ranked the environment, connection to community, and welcoming atmosphere among their highest priorities, and they noted that tourism already contributes positively to some of these through tourism-funded initiatives that conserve natural resources, provide public infrastructure, respect wildlife, and encourage responsible visitation.

However, residents are concerned with traffic congestion, housing affordability, and the loss of community character. Many feel tourism leaders aren’t doing enough to address these issues and want more visible, measurable action.

Immediate Solutions and Long-Term Planning

Jackson residents are challenging tourism leaders to seek creative solutions that benefit the community and the individuals within. The Jackson Hole Travel & Tourism Board is committed to working collaboratively with residents to address immediate concerns while planning for a sustainable tourism future.

The JHTTB is already funding some targeted efforts:

• Tackling Traffic: The JHTTB is supporting START Bus operations, including a winter airport shuttle, and mobility hubs planning to give both residents and visitors better transportation options.
• Promoting Responsibility: Our “Selfie Control” and “This Is How We Jackson Hole” campaigns have reached 61% of residents, with 84% saying these efforts are needed.
• Protecting Our Environment: Through partnerships with local on-the-ground ambassador programs, we’re working to educate visitors about responsible recreation – supported by 93% of residents in recent polling.

While some priorities like workforce housing fall outside lodging tax funding parameters, the JHTTB is committed to exploring innovative approaches to address complex tourism-related challenges through transparent community dialogue and resident-led planning.

Conclusion

This survey represents hundreds of resident voices, but the conversation doesn’t end here. We’re committed to maintaining this transparent, data-driven approach to tourism planning. You can view the complete survey results here and stay engaged as we work together to shape Jackson Hole’s future.

As Jackson Hole continues evolving, this data-driven, resident-centered approach to tourism planning aims to ensure future generations inherit a thriving community experience, not simply a destination.