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Kanab Balloons & Tunes Roundup. Photo: Olivier Barthez
Tourism Industry Update

From the Managing Director

Dear Industry Colleagues,

As many of you are already experiencing, Utah will have another record year for visitation in 2021. From our national and state parks to our mountain trails, we know that our state has what people want. With this unprecedented demand for Utah’s outdoor recreation assets, it is our responsibility to educate visitors and continue attracting the quality visits foundational to the Red Emerald Strategic Plan.

Thanks to a $1 million grant from the EDA, our Forever Mighty® responsible travel campaign begins this spring to inspire thoughtful visitation and support local economies. By promoting our Forever Mighty initiative, we aim to encourage positive travel behaviors that will protect our public lands and enrich our communities.

We want to give partners across the state the chance to work with us to share the Forever Mighty message. That is why we are excited to announce a new Forever Mighty Marketing Co-Op Program, separate from the traditional marketing co-op, that provides a 2:1 UOT match (up to $50,000) to eligible partners to promote responsible travel campaigns and initiatives. Learn more about the program below and apply here.


Vicki Varela
Managing Director
Utah Office of Tourism

Forever Mighty® Co-Op Marketing Pilot Program

The Utah Office of Tourism Forever Mighty® Marketing Co-Op Program is an additional co-op opportunity (above and beyond its traditional program) for Utah destinations and organizations to support responsible travel campaigns and initiatives. The purpose of this program is to leverage state and partner funding to elevate Forever Mighty messages to travelers and encourage thoughtful behaviors that preserve our natural wonders and support local communities. 

Similar to the Traditional Co-Op, eligible organizations for the Forever Mighty Co-Op must be one of the following:
  • A non-profit organization that has existed for a minimum of one year, in which the primary goal is to attract and retain additional visitors to Utah through tourism promotion. 
  • A DMO, Chamber of Commerce, Convention and Visitors Bureau, or a Regional Tourism Organization. 
  • A Public Sector Organization such as event/festival organizer, association, attraction, recreation, and entertainment venue.
  • An organization exempt from Federal Income Tax under Section 501 of the Internal Revenue Service Code. 
For questions about the Forever Mighty Co-Op, please contact Celina Sinclair at

Additional Forever Mighty Co-Op information can be found here.
Utah Traditional Co-Op Marketing Program

Double your marketing dollars by partnering with the Utah Office of Tourisms’ Traditional Co-op Marketing Program. Destination marketing organizations and non-profit tourism-related entities (in existence for one year or more) are eligible to apply for up to $275,000 in matching money for tourism promotions. Typically an out-of-state marketing only program, the Co-op program now allows a portion of every 2021 application to include either 15% of the total project cost or up to $35,000, whichever amount is greater, to go towards in-state marketing.

New applicants must attend a short webinar training to gain access to the application system. For questions about the program or to be notified about the upcoming training webinars, please email Kelly Day at

Additional Traditional Co-Op information can be found here.

Key Co-Op Dates

Applications open – May 17, 2021
Application deadline – June 30, 2021
Oral Interviews – July 26 and 27, 2021
Awards Announced – August 11, 2021

Copyright © 2021 Utah Office of Tourism, All rights reserved.

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