Summer is looking like it will be busier than last year
If it feels like the valley is buzzing earlier than usual this year, that's because it is. Summer paid occupancy — rooms booked by paying guests — is running 9% ahead of last year, and tourism officials are telling local businesses to prepare for a busy start to the season. Every month of summer is outperforming last year's numbers, with the exception of October. "We can expect the early summer season to feel busy," said Crista Valentino, executive director of Visit Jackson Hole — and anyone who has walked through town recently already knows it.
That momentum is notable given a few headwinds. Gas prices are elevated following the Iran war, and a series of construction projects will create access delays in Grand Teton National Park throughout the summer. Tourism officials are responding by encouraging visitors to explore the full range of what the region offers — Jackson Hole Mountain Resort, Grand Targhee, Snow King, and less-trafficked areas of the park like Colter Bay near Jackson Lake. The message is less about managing expectations and more about redirecting energy toward places that can absorb it.
The summer strength also follows a winter that, while softer than ideal, held up better than most mountain destinations in the West. Jackson Hole saw weaker peak weekends in January but recovered ground in February, and overall paid occupancy was up while comparable communities saw drop-offs. Visitor data shows Salt Lake City as the valley's largest feeder market, followed by Denver, Los Angeles, and New York — though luxury travelers are booking with more confidence than middle-income visitors, who are being more deliberate about where they spend. For Jackson Hole, the opportunity this summer lies in making the case clearly: the value is here, and the experience is worth it.
