REGIONAL SPOTLIGHT
Heber Valley Reimagining Tourism’s Role in the Community
It’s no secret that Mother Nature played favorites in
Utah. With stunning crystalline salt flats, elegant red rock
formations and majestic peaks capped with The Greatest
Snow on Earth®, millions of visitors from around the globe
are drawn here. The state’s $10 billion tourism industry,
albeit impacted by the COVID-19 pandemic, is a testament
to visitors’ strong desire to experience all Utah has to offer. It’s not just visitors who are flocking to Utah. Since 2010, the state’s population has grown by 18%. These new residents are not only enticed by the booming job market, attractive and welcoming communities, and businessfriendly environment, but also by unparalleled access to the outdoors and recreation amenities in Utah. Utah’s popularity comes at a price, however. “With record-breaking domestic and international visitation in the Mighty 5® national parks, 44 state parks, 15 ski resorts, and millions
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of acres of public lands — along with explosive population growth and related development — Utah is experiencing strains in several key destination areas,” said Vicki Varela, managing director of the Utah Office of Tourism. “Without responsible and careful tourism planning and promotion, these strains could degrade both the resident and visitor experience,” Recognizing the need to market and manage Utah as a destination, the Utah Office of Tourism launched the Red Emerald
