June lodging tax collections fell 22.6% from a year earlier. Over the same month, hotel occupancy fell 6.1 percentage points. Those two figures describe the same downturn, and the distance between them is the most useful thing in this month’s data.

At first glance, some may notice that hotel occupancy has not fully returned to the approximately 68–70% levels seen prior to the pandemic. Today, occupancy remains strong at roughly 63–64%, a decline of about 6–7 percentage points. However, the chart also shows that the number of lodging options available to visitors has increased significantly.

Tourism is the engine of Page’s economy, and the market is more competitive than it has been in years. As visitor patterns normalize after several exceptional years, the City’s marketing strategy for FY27 is built around a clear goal: converting the millions of travelers who already pass through Page into overnight guests, and filling rooms during the spring and fall shoulder seasons when local businesses need it most.

Here is where the City’s tourism promotion dollars are going this year, and what that work looks like in practice.

At first glance, some may notice that hotel occupancy has not fully returned to the approximately 68–70% levels seen prior to the pandemic. Today, occupancy remains strong at roughly 63–64%, a decline of about 6–7 percentage points. However, the chart also shows that the number of lodging options available to visitors has increased significantly.