State models new campaign on Moab’s Do It Like a Local

The Moab Area Travel Council’s Do It Like a Local campaign inspired the Utah Office of Tourism to establish a similar program. Photo by Doug McMurdo
The Moab Area Travel Council’s Do It Like a Local campaign inspired the Utah Office of Tourism to establish a similar program. Photo by Doug McMurdo

The Moab Area Travel Council’s Do It Like a Local sustainable tourism campaign has been so well received at the State level that is has launched a similar program — the Red Emerald Strategy.

“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.”

The Utah Office of Tourism in an email said 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,” said the Tourism office in an email.

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.

“How wonderful that our little community and a sustainable message that was created by the Moab Area Travel Council inspired the Utah Tourism office,” said Elaine Gizler, executive director of the Moab Area Travel Council.