Utah Office of Tourism

FOREVER MIGHTY AND DESTINATION MANAGEMENT ARE THE BACKBONE OF UTAH’S PERPETUAL TOURISM ECONOMY

By Elainna Ciaramella

A new ethic in thoughtful visitation and responsible recreation is coming alive throughout Utah. That ethic is a powerful call to action known as Forever Mighty. Launched by the Utah Office of Tourism (UOT), Forever Mighty guides Utahns and visitors alike to travel with respect and to forge stronger connections to our landscapes and communities.

Tourism is a key economic driver in Utah. In 2020, Utah’s visitors spent $7.07 billion, yielding $1.16 billion in state and local tax revenue and supporting 119,600 jobs, resulting in a tax benefit of $1,112 per household in Utah, according to the latest data from the Kem C. Gardner Policy Institute. Between the state’s population growth and rising visitation it is, now more than ever, a priority to protect the iconic trails, dramatic landscapes, cultures, and communities that make Utah a national treasure.

Utah is a geological marvel carved by oceans, inland seas, and the power of climate and nature over millions of years. Its dramatic scenery tells ancient stories that draw visitors from near and far to revel in its aweinspiring scenery, quality of life, and accessibility to outdoor recreation and cultural resources.

The Utah Office of Tourism is committed to creating a perpetual visitor economy that respects and protects these scenic and cultural wonders. The office’s Red Emerald Strategic Plan focuses on distributing visitors across the state and across seasons, extending stays to reduce impact, and creating a high-quality experience for visitors and communities alike. Forever Mighty is an anchor initiative within this plan that encourages mindful visitation and travel behaviors that honor the community and protect our lands for future generations.

As Utah grows as a visitor destination, it becomes increasingly important to manage the state’s tourism assets, cultures, and communities. This includes fostering pride in place, supporting local business in the communities adjacent to state and national parks and public lands, and encouraging well-prepared visitation to lesser-visited destinations or visiting during off-peak times.

These motivations led to the UOT’s collaboration with Tread Lightly! last year. This Utah-based national nonprofit promotes outdoor ethics and stewardship, particularly with higher impact and motorized recreation.

Tread Lightly!’s educational message, along with its unique training and restoration initiatives, are designed to instill an ethic of responsibility in outdoor enthusiasts and the industries that serve them. “The program’s long-term approach is to balance the needs of the people who enjoy outdoor recreation with maintaining a healthy environment,” explained Matt Caldwell, executive director of Tread Lightly!.

“The [Forever Mighty] stewardship project that we completed in Hog Canyon near Kanab in October was the culmination of those efforts for 2021. By partnering with the Utah Office of Outdoor Recreation and the Utah Office of Tourism, we were able to lead by example and demonstrate how people can ‘do your part’ and give back to the public lands that we so love to enjoy,” Caldwell said.

This partnership with Tread Lightly!, as well as an ongoing collaboration with the Leave No Trace Center for Outdoor Ethics, builds on the Office of Tourism’s efforts to ensure stronger communities, and the preservation of the state’s treasured places and outdoor recreation access.

“The scope of the UOT’s work is geared toward planning and implementing mutually beneficial outreach programs, initiatives, and messages regarding the care and protection of Utah’s natural resources enjoyed by visitors and residents alike,” said Vicki Varela managing director of the Utah Office of Tourism. “The most important thing we do at the Office of Tourism is to think long-term about a visitor economy that keeps Utah, and its destinations, perpetually — forever — mighty.”

Learn more about the UOT’s Forever Mighty work at travel.utah.gov and read responsible travel tips and stories at visitutah.com/forever.