The mission of the Utah Office of Tourism is “to elevate life in Utah through responsible tourism stewardship.” The Utah Office of Tourism’s key areas of focus includes marketing and advertising, research, publications, information services, media relations, destination development, travel trade, scenic byways, and cooperative marketing programs.
Red Emerald Strategic Plan
“From The Mighty 5® national parks to The Greatest Snow on Earth®, our unparalleled outdoor recreation depends on the thoughtful stewardship of our natural resources,” said Vicki Varela, Managing Director of the Utah Office of Tourism. “Our Red Emerald Strategic Plan strives to continue powerful branding, promote responsible visitation, and help preserve our world-class quality of life for future generations. We are proud to join the Global Sustainable Tourism Council in establishing Utah as an industry leader in responsible visitation to ensure our treasured places remain forever mighty.”
GSTC Welcomes Utah Office of Tourism
“We applaud the Utah Office of Tourism’s commitment to seeking new approaches for more sustainable tourism in their state, and GSTC stands ready to assist in that journey,” says Randy Durband, CEO of GSTC.
“As a state blessed with outstanding scenery, wonderful people, unique natural and cultural resources, phenomenal dark skies, and extraordinary state and national parks and monuments – Utah’s leadership in sustainable tourism management and development will only further elevate the quality of life and visitor experiences now and for future generations!” says Dr. Kelly Bricker, GSTC Vice-Chair and Associate Professor and Director at the University of Utah in Parks, Recreation, and Tourism.
GSTC encourages destinations pursuing sustainability practices in the development and management of tourism, to join as GSTC members and apply the GSTC Destination Criteria, which eventually can lead to achieving certification by a GSTC-Accredited Certification Body.