Vision and Strategy
Utah has established itself as a national leader in travel and tourism through iconic landscapes, a welcoming spirit, and marketing collaboration, creating a vibrant visitor economy.
Vision
An industry-inclusive, forward-looking statement that describes what we aspire to be in the long term.
Mission
UOT’s mission is to elevate life in Utah by advancing the visitor economy through marketing, development, and stewardship.
A short declaration that explains the core purpose of our organization.
Guiding Principles
The three guiding principles of collaboration, data-informed decisions, and efficiency guide our actions and contributions to advancing Utah’s long-term economic success.
A set of foundational commitments and practices that guide our team’s daily actions and decision-making.
Strategic Plan
Our shared vision for Utah’s travel and tourism industry is one that belongs to every community and partner who welcomes the world to experience Utah. The remainder of this document outlines how the Utah Office of Tourism (UOT) is structuring its own work to advance that vision through our mission, guiding principles, and the five areas of focus that guide our team’s priorities, actions, and measures of success.