The Utah Tourism Industry Association (UTIA) announced the appointment of Natalie Randall as its new executive director. Randall will assume her new role January 19, 2021.
UTIA is the umbrella organization and advocate for Utah’s visitor economy. UTIA works hand in hand with the Utah Office of Tourism, county destination marketing organizations, Ski Utah, and other industry organizations as well as guides, outfitters, restaurants, attractions and lodging properties around the state.
“Natalie’s experience in tourism and economic development coupled with her demonstrated leadership in the industry made her an ideal candidate,” said Sara Toliver, President/CEO of Visit Ogden and the 2020/2021 UTIA Board President. “With the support of industry partners and stakeholders, we look forward to a brighter future for the tourism industry as we work our way through the pandemic. We know Natalie is the right leader to help us navigate and take advantage of the many opportunities that await.”
Randall most recently served as the Economic Development and Tourism Director for San Juan County where she led a successful rebranding campaign and strategy, implemented destination development initiatives and worked with numerous partners to enhance the positive impacts of the visitor economy to the region.
“It is an honor to be selected as the UTIA Executive Director,” stated Randall. “The Tourism Economy in the State of Utah is a key piece to the state’s overall thriving economy and I’m excited for the opportunity to share this message and story of the industry. With all the positive impacts of a robust industry come hurdles. I hope in my time as the UTIA Executive Director I can support the industry in uniting diverse segments into a unified voice throughout the state. From rural to urban communities, tourism supports the vibrancy and the many flavors of all our Utah communities. We’re so fortunate to live in a state that so many people want to come and visit.”