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Vision

A state united in welcoming the world �to experience awe-inspiring adventure.

Mission

Elevate life in Utah by advancing the visitor economy through marketing, stewardship, and destination development.

Utah Office of Tourism

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MARKETING

DEVELOPMENT

RESEARCH, DATA, & ANALYTICS

STEWARDSHIP

VISITORS

RESIDENTS

STAKEHOLDERS

ADVANCING THE VISITOR ECONOMY

ELEVATE LIFE IN UTAH

UOT’s mission is to “elevate life in UT” by “advancing the visitor economy” done through “marketing, development, and stewardship” all based on “research” and done in partnership with and taking into account “visitors, residents, and stakeholders”

Only state office that has marketing as directive and priority.

Marketing, Development, and Stewardship are all symbiotic
Marketing - Promotion is our core talent
Development - thoughtful strategy with local organizations to support them in building out the destination in a way that best suits their communities
Stewardship - or destination management, the assurance that the quality of the destination continues to be something that residents are proud of, and welcomes visitors in the way that we want. It is the “elevate life in Utah” piece of our mission
Activity built on research:

Our office has built in the tools to showcase the correlation between the state’s investment in advertising and generation of visitors
Individuals that come into our state, invest in our communities, and we don’t have to educate their children, and then they leave

Building a perpetual visitor economy requires us to consider the needs of visitors, residents, and stakeholders (businesses, host communities, other partners)

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2023 Direct Visitor Spend

$12.71B

Resulting In

$2.35B

State & Local

Tax Revenue^*

*Sources: U.S. Travel Association, Kem C. Gardner Policy Institute, Utah Office of Tourism

tourism-related jobs

159,800

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Strategic Imperatives

1. Continue powerful branding

2. Prioritize quality visitation

3. Enable community led visitor readiness

4. Distribute visitation

5. Organizational Effectiveness

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78% of residents say tourism has a positive effect on Utah’s overall reputation.

Utah residents recognize tourism’s influence on the quality and variety of recreation, dining, arts and culture, community events, and accessibility to local amenities.

2024 Resident Sentiment Survey�(Statewide)

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Positive effects of tourism outweigh the negative effects

Recognize tourism’s importance to the Utah economy

Agree UOT should help educate visitors how to minimize environmental impacts & travel responsibly

Say that natural resource protection and tourism can be compatible

Resident Sentiment

Statewide

74%

84%

75%

59%

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Voices of the Residents

“Our city is a great place to live, I've been here over 30 years. Our community is reliant on tourism, and we need to embrace that reality.”

“We are overcrowded, overpriced, and overworked. Too few 'workers' to care for the too many visitors.”

“I think Utah, overall, is doing well with tourism.

Maybe more promotions of the smaller tourist attractions could be done… How about unique things about small towns or lesser-known geographically interesting things to see, or all the museums in the state?

“I think that the tourist attractions throughout the state are very region-specific and should be managed at the regional level and not at the state level.

It is not a one-size-fits all solution.”

“Keep the locals involved and use their input when making decisions.”

“Love the cultural and economic benefits tourism brings to Utah. I love sharing the beauty

and majesty of this great state with the world.”

“It should be a balancing act between land use and environmental protection.”

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2019

2021

2013

2017

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Role in Visitor Journey

The�Loyalty�Loop

Bond

Office of�Tourism

Local Tourism Offices

Attractions

Accomodations

Restaurants & Retail

Transportation

Community

Advocate

Awareness

Buy

Evaluate

Consider

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In Love, In Utah

Our journey across Utah wasn't a vacation; it was a meaningful experience … we returned home with memories etched in our hearts.

Seeking solace amidst Utah's landscapes, we hoped to create a space where memories could flow freely like rivers winding through canyons.

Utah is not a postcard, but a living, breathing entity with its own unique rhythm and soul.

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Springdale, Utah - Gateway to Zion National Park

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SPRINGDALE

4.6 million tourists in 2023

514 residents (2020 census)

8,949 tourists per resident

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Probletunity of Tourism

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Springdale’s General Plan

“Springdale will remain the distinctive small town residents and visitors cherish.”
“The Town is committed to maintaining its unique character and village atmosphere, and will actively guard against becoming a generic gateway community.”
“This vision recognizes that new growth and development will occur, and emphasizes the need to guide such development to keep Springdale the unique place it is today and prevent it from becoming ‘anywhere USA.’”
“Commercial development that promotes tourism and tourism related business that protects the community’s character is encouraged.”
“The Town Council will develop policies that promote commercial development that benefits tourists, residents, and other community members.”