Vision and Strategy
The following foundations of the Utah Office of Tourism serve as a north star to remind us of our purpose and keep us on course to the benefit of all Utahns.
Vision
Mission
Our mission is to elevate life in Utah by advancing the visitor economy through marketing, development, and stewardship.
Marketing: Inspire travel that supports local communities and drives statewide economic impact.
Development: Empower community-centered destination development to strengthen the visitor experience and improve residents' quality of life.
Stewardship: Ensure that Utah’s natural beauty, vibrant culture, and unique traditions endure for generations.
Guiding Principles
Collaboration: Collaborate, convene, and coordinate for the betterment of Utah.
Data-informed: Rely on data and evidence to guide decisions.
Efficient: Provide high-quality deliverables in a resource-constrained environment.
Strategic Plan
Utah’s travel experiences are unique and coveted. And as the Utah Office of Tourism (UOT) promotes these opportunities, it leans on the Red Emerald Strategic Plan to achieve responsible tourism stewardship.
The strategic plan identifies five imperatives for UOT’s promotional and product development efforts:
- Continue Powerful Branding
- Prioritize Quality Visitation
- Enable Community-Led Visitor Readiness
- Distribute Visitation
- Improve Organizational Effectiveness
