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Responsible Visitation Strategy Launched by Utah Office of Tourism

Salt Lake City, UT — The Utah Office of Tourism has released its three-year Red Emerald Strategic Plan to ensure Utah’s tourism economy is responsible and sustainable for visitors and hosting communities. 

“The Red Emerald Strategy will establish Utah as an industry leader in responsible visitation, changing the way we market and manage our beautiful destinations,” said Vicki Varela, managing director of the Utah Office of Tourism. “The strategy contains objectives drawn from months of partner and stakeholder engagement.” 

A key component is preparing customers who have already booked their trips to travel responsibly. Building on Moab’s Do it Like a Local campaign, visitors will get information about how to travel safely, engage more deeply in their destination and visit with care.

Other components of the strategic plan include promoting well-prepared year-round visitation, focusing on the quality of visits rather than the quantity of visitors, getting customers responsibly off the beaten path and helping communities that want to attract more tourists develop their destinations. 

Why Red Emerald? This unusual, high-quality gem (also known as red beryl) can only be found in the west desert of Utah. These attributes are the inspiration for the new strategy: distinctive, local and exclusively Utah.

View Utah Office of Tourism Strategic Plan


About the Utah Office of Tourism:

The Utah Office of Tourism's (UOT) mission is to elevate life in Utah through responsible tourism stewardship. We do this through marketing, stewardship and development. Marketing: UOT curates messaging that inspires visitation, supports local businesses and builds the Utah economy. Stewardship: UOT manages visitation statewide and supports the responsible discovery of Utah. Development: UOT partners with local communities to enhance and develop their visitor economies to benefit residents and visitors. Learn more at and

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Copyright © 2020 Utah Office of Tourism, All rights reserved.

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