Building Utah

This is Derek Miller, Speaking on Business. The Utah Office of Tourism’s mission is “to elevate life in Utah through responsible tourism stewardship.” Managing Director Vicki Varela joins us with more. VICKI VARELA: Utah’s visitor economy is a vibrant part of our state’s quality of life, showcased by the record $10.56 billion dollars of direct visitor spending in 2021. This is thanks, in part, to the brand promise of Life Elevated, the Mighty 5 and the Greatest Snow on Earth, which open the door to visitors from all over the world. Our Red Emerald Tourism Strategy, Encourages the responsible discovery of our awe-inspiring places – spreading out visitation throughout the state and the year; and, Creates deep engagement with local communities to shape their visitor economy consistent with local priorities. Not only that, a portion of the lodging taxes paid by visitors is allocated directly into hiking and biking trails, boat ramps and other recreation infrastructure for residents and visitors alike.