The Red Emerald Strategy is an internal guiding document to help us, the Utah Office of Tourism, prioritize our promotional and product development efforts toward creating Utah travel experiences that are rarefied, distinctive, unique to Utah and highly coveted. The principles in the Red Emerald Strategy focus on attracting quality visitation, which means shaping traveler itineraries to promote longer stays, increased spending, dispersed visitation throughout the state and deeper engagement with local communities. This strategy also champions a community-led vision for tourism development.

This STRATEGIC PLAN contains our guiding principles for the Red Emerald Strategy. First introduced at the Utah Tourism Conference in September 2017, this strategy has quickly become the tool for prioritizing our internal efforts and aligning with stakeholders.