A new resident survey shows broad local backing for tourism in Laramie County and raises fresh questions about how visitor dollars are spent and tracked. The findings matter now because community support and clearer reporting on tourism funding could shape event planning, budgets and economic recovery efforts across the county.
Visit Cheyenne commissioned the study earlier this year through Longwoods International, collecting responses from more than 400 residents about tourism, growth, events and quality of life.
- 86% of respondents said tourism is good for the area.
- 82% support growth in tourism.
- 71% want to see more visitors to the community.
- 80% say they are proud to live in Laramie County.
- 75% welcome visitors; 60% consider themselves community ambassadors.
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The survey also underscores local appreciation for festivals and public events: a large majority sees them as economic drivers and quality-of-life enhancers. Residents named community gatherings—such as Celtic Fest, Chispa Festival, Burns Day, Pine Bluffs Trail Days and the Hell on Wheels Rodeo—as shared experiences that attract both locals and visitors.
More detailed survey results included:
- 84% believe festivals and events benefit the local economy.
- 77% think events improve Laramie County’s public image.
- 70% say events enhance residents’ quality of life.
Alongside broad enthusiasm, respondents flagged a common concern: transparency around the lodging tax and how those dollars are used. That question has practical implications for municipal budgets and public support for tourism initiatives.
Visit Cheyenne, which manages lodging-tax funds, says roughly four out of every five dollars in its budget are directed toward efforts to bring visitors and group business to the county. Those allocations typically cover marketing campaigns, sales outreach, event recruitment and partnerships intended to increase outside spending in local shops, restaurants and hotels.
On measurable results, the organization used Datafy analytics to track visitors who interacted with Cheyenne.org before traveling to Laramie County. According to that analysis, those website-attributed visitors spent about $12 million in the county last year—an estimated return of approximately $4 in visitor spending for every $1 invested in the website-driven marketing, Visit Cheyenne reports. The figure reflects only the portion of visitor spending that can be directly traced to the organization’s online efforts.
Tourism advocates argue the sector’s importance lies less in photo-driven social posts than in its role as a conduit for outside dollars into the local economy. Those funds help sustain jobs, support small businesses and underwrite many of the events residents say they value.
What comes next, according to local tourism leaders, is clearer public communication about how lodging-tax revenues are allocated and measured. Residents’ strong backing gives officials leverage—but it also raises expectations for accountability and visible outcomes.
Jim Walter, president and CEO of Visit Cheyenne, framed the study as confirmation that the community largely supports tourism and wants it to succeed, while noting the need to do a better job explaining how investments translate into local benefits.
For policymakers and event organizers, the survey provides a timely snapshot of public sentiment that could influence planning and budget decisions for the year ahead.
