The Jay Kemmerer WORTH Institute Promotes Outdoor Recreation and Tourism Development in Wyoming

Tourism is Wyoming's second-largest industry, generating $4.9 billion in 2024. Spending from the 8.7 million domestic and international visitors generated $277.2 million in tax revenue and supported 33,850 jobs. This makes tourism the biggest private employment sector in the state.  

“Travelers fill our restaurants, stay in our hotels, and visit our historic sites,” says Dan McCoy, Ph.D., and Director of the Jay Kemmerer WORTH Institute at the University of Wyoming. “Tourism is a vital industry for our state.”

While many people focus on Yellowstone and Grand Teton National Park when they think about Wyoming tourism, the entire state benefits from investing in this industry. Tourism has economic development ripple effects that affect communities in surprising ways.

The WORTH Institute provides support and resources so municipalities can enjoy a piece of the tourism pie. Learn more about this organization and how it helps communities grow. 

The WORTH Institute is a Tourism Economic Development Resource

The WORTH Institute was officially launched in 2022 with support from Governor Mark Gordon and the University of Wyoming. It is funded by contributions from donors, grants, and fees for service. The goal of the WORTH Institute is to expand and diversify Wyoming’s economy by supporting the outdoor recreation, tourism, and hospitality industries. It achieves its mission through three primary activities:

1. Providing research and actionable insights.
2. Offering workforce development and training for both students and industry professionals.
3. Providing statewide engagement.

For example, the institute has a webinar series to support outdoor recreation. It runs the Wyoming Outdoor Recreation Summit to bring together organizations and industry professionals from across the state.  

“There are so many places to visit in Wyoming, and the state disperses its efforts and resources to attract visitors that provide a direct economic impact,” says McCoy. “There is thought and intentionality in this industry.” 

The Institute Tailors Resources to Wyoming Communities 

Each municipality in Wyoming has different needs for tourism or outdoor recreation development. This is why the Institute avoids a one-size-fits-all approach.

“We work across the state and meet all communities where they’re at,” says McCoy. “We work with passionate people across different towns and communities who want to get things done. We provide them with the tools and resources to achieve the specific goals each community has. The Institute shares educational resources, tools, and opportunities to help the people in that region make things happen.”

McCoy uses the example of Lincoln County and its goal to develop local trails. Local trails will increase the recreational amenities for residents (especially as the population grows due to the development of the nuclear power plant) while also attracting visitors. The Institute recently helped Robert King, the Director of Economic Development with Lincoln County, connect with resources such as Wyoming Pathways. Robert also attended the Wyoming Outdoor Recreation summit hosted by the WORTH Institute and has consulted with Dr. McCoy about the use of state lands and recreational surface leases.  

Tourism Contributes to Talent Recruitment and Retention

While tourism investment develops hospitality industries and grows the local tax base, it also has far-reaching effects on economic development. Investments in tourism make communities great places to live. People attracted to outdoor amenities will visit regions of Wyoming with ample parks, trails, and watersports. This creates a “tourism to talent” pipeline that attracts new people to Wyoming.

“Communities with outdoor recreation and amenities tend to have a higher attraction and retention of workers,” says McCoy. “They bring their families with them and start businesses. This leads to job creation.”

According to Destinations International, 14% of people say visiting a new place was their primary trigger to move there.

These investments also allow long-time residents to become tourists in their hometowns. They can also enjoy the bike trails, water access, and other amenities that weren’t available before.

Finally, the tax revenue collected from visitors can be used to improve infrastructure, provide services to residents, and make life easier in Wyoming communities. “These same amenities help improve health outcomes by spending time outdoors,” says McCoy. 

Contact the WORTH Institute for Support

The Jay Kemmerer WORTH Institute supports all of Wyoming to develop tourism, hospitality, and outdoor recreation opportunities. Their efforts can help your community attract visitors and provide positive experiences that bring them back as residents. You can request their services online if you would like help with your project for the future.

Tourism is an essential part of Wyoming’s economy, but it also plays an important role in greater economic development. It supports the quality of life of communities and contributes to business and resident attraction. That’s WY it’s worth investing in.

The Wyoming Economic Development Association (WEDA) represents nearly 200 economic development members and organizations. Keep up with our latest news updates to read about other trends and opportunities across the state.