New Managing Director Announced 

Natalie Randall has been named the new Managing Director of the Utah Office of Tourism and Film, effective February 12, 2024. The appointment was announced by Ryan Starks, executive director of the Governor’s Office of Economic Opportunity. The appointment was made with the enthusiastic support of Gov. Spencer J.  Cox after Starks led a consultation process with the Utah Board of Tourism and Development and the board of the Utah Tourism Industry Association. Starks said Randall brings the perfect combination of experience and vision to the office.

“Natalie’s experience in destination marketing and management, along with her proven ability to navigate complex policy issues, makes her uniquely qualified to assume this new role,” said Starks. “We are excited for her leadership as she and her team further advance Utah as a premier global tourism destination.”

Natalie will replace Vicki Varela, who will retire on February 10, 2024, after leading the visitor economy through a period of unparalleled prosperity and establishment of the Red Emerald Strategic Plan to create a perpetual high-quality visitor economy.

In this role, Natalie will oversee the national and international strategies of Utah’s tourism and film economies. Natalie currently serves as the executive director of the Utah Tourism Industry Association (UTIA), where she oversees advocacy, communication, collaboration and education efforts. She also serves on the Utah Department of Alcoholic Beverage Services Commission, Utah Board of Tourism Development, Rural Opportunity Advisor Committee, State Workforce Development Board, and the United Way of Eastern Utah.

Natalie Randall said she is honored to accept the responsibility. “I’m inspired by the momentum we have created as an industry. Tourism is a significant piece to Utah’s economy and represents the pride we have of our communities throughout the state,” shared Natalie Randall. “The product is why people choose to live, work, and play here. I’m thrilled and deeply honored to have been chosen to continue carrying this message.”