GOED 2020 Annual Repor t
Offices
Utah Office of Tourism The Utah Office of Tourism (UOT) elevates life in Utah through responsible tourism stewardship. The office achieves its mission through: M arketing: Curating messaging that inspires visitation, supports local businesses, and builds the Utah economy. S tewardship: Distributing visitation statewide and promoting the responsible discovery of Utah. D evelopment: Partnering with local communities to enhance and develop their tourism economies to the benefit of residents and visitors. Tourism is a vital part of Utah’s economy, a fact amplified by the COVID-19 pandemic. The Office and Tourism generates significant state and local tax revenues. It manages domestic and international marketing and communication strategies to inspire visitation and assist prospective visitors with travel planning. It also collaborates with local organizations to develop tourism destinations and marketing campaigns.
Initiatives
Red Emerald Strategic Plan — Just like the red emerald, mined only in Utah, visiting our state should be a unique, transformative experience that can’t be found elsewhere. Launched late 2019, version 2.0 of this plan is a three-year roadmap to create a lasting and sustainable tourism economy by attracting well-informed, high-value customers who stay longer, spend more, explore responsibly off the beaten path, and engage deeply with local communities. Forever Mighty™ — The UOT is leveraging global interest in sustainable travel to become a recognized leader in responsible travel education and messaging. In this early phase, the office is using storytelling to cultivate well-prepared travelers who demonstrate an interest in supporting local business, more in-depth regional travel, and respect for Utah’s cherished natural places. Community Relations and Destination Development — The UOT works with community leaders to integrate locally-driven tourism development into regional economic development plans. We do this by identifying key strengths and unique offerings for marketing programs, and facilitating productive dialogue among stakeholders. Marketing, public relations, and community education and engagement in UOT programs also build advocacy for tourism and pride for our state and the Utah brand.
Vicki Varela | Managing Director 801-538-1369 | vvarela@utah.gov
Data-Driven Decisions — New and continually refined analytics capabilities allow for improved tracking and insight to gauge the economic impact of ad spending. The team uses machine learning and artificial intelligence to optimize cross-channel marketing campaigns and improve the customer experience. A suite of website key performance indicators (KPIs) for visitutah.com monitors distinct traffic patterns, identifies high intent to travel, detects visitor engagement and satisfaction, and demonstrates visitor interest in Red Emerald travel. The UOT works to be the best-measured destination marketing organization in the nation.
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