Wyoming Focuses on Tourism Development with New Institute at UW

Tourism is Wyoming’s second-largest industry, and the state is investing in the next generation to ensure its continued growth, Jackson Hole Community Radio reports.

A newly established institution at the University of Wyoming (UW) aims to play a key role in shaping the future of tourism in the region.

The Jay Kemmerer WORTH Institute, initially set up as a temporary project, has received significant support, including a $5 million donation from the Kemmerer family and additional state funding. This support has transformed the Institute into a permanent entity at UW.

Dan McCoy, the director of the WORTH Institute, emphasized the Institute’s commitment to supporting Wyoming’s outdoor recreation, tourism, and hospitality industries. With more visitors flocking to Wyoming to enjoy outdoor activities, the need for workers in hotels, restaurants, state parks, and tour guiding services has grown significantly.

McCoy noted the vast opportunities for UW students to get involved in these sectors, stating:

“There are so many opportunities for students to get involved in this industry – absolutely.”

The WORTH Institute aims to prepare students for real-world careers in tourism and outdoor recreation through applied research, workforce development, and outreach initiatives. For example, one past project involved students creating travel stories about the history of Dubois to inform visitors about the area’s cultural significance.

A key focus of the Institute is collaborating with local communities to support tourism in ways that meet their needs, rather than imposing strategies from outside. McCoy explained:

“We’re not coming to them and dictating ways in which they should approach tourism. We’re just meeting, or trying to, fulfill the needs of that community.”

Looking ahead, the Institute plans to launch a project to expand the off-highway vehicle (OHV) trail system in southwest Wyoming. McCoy shared that students will work to identify potential trails and routes that could boost the economic impact of OHV users in the region.

Currently, around 70 students at UW are studying tourism and outdoor recreation. The WORTH Institute is helping these students connect with internships and also organizes a job fair each spring to support workforce development in the sector.