The Utah Shakespeare Festival in Cedar City is one of 49 organizations statewide to win a Cooperative Marketing Grant from the Utah Board of Tourism Development. Almost $4 million in grants were awarded in 2026. (Courtesy Utah Shakespeare Festival)
The Utah Board of Tourism Development has approved nearly $4 million in Cooperative Marketing Grants for 49 destination marketing organizations, counties, cities and travel-related nonprofits across 26 counties throughout the state.
Tourism officials said the goal of the program is to leverage state and partner dollars to attract visitors, support local businesses and strengthen tourism economies across Utah.
"The Cooperative Marketing Program empowers Utah communities to lead their own visitor economies in line with local priorities," said Natalie Randall, managing director of the Utah Office of Tourism and Film. "This program supports sustainable growth, visitor diversification and statewide collaboration to ensure tourism delivers lasting, meaningful benefits for communities across Utah."
The Cooperative Marketing Grants were established in 2005 by the Utah Office of Tourism, in partnership with the Utah Board of Tourism Development, and have since funded 1,156 applications totaling approximately $70.3 million for destination marketing organizations and travel-related nonprofits, extending Utah's brand through approximately $140.6 million in out-of-state marketing. The program creates partnerships between the Utah Office of Tourism and local destination marketing organizations, convention and visitor bureaus, chambers of commerce, events, festivals and regional tourism organizations to expand the reach of locally led tourism marketing efforts, according to officials.
"Every year, our partners bring forward thoughtful ideas rooted in what makes their communities special," said Lesha Coltharp, chair of the Utah Office of Tourism Cooperative Marketing Committee. "The 2026 recipients represent the creativity and collaboration that make Utah's tourism industry so strong, and we're excited to see how these organizations put this funding to work in communities across the state."
The Utah Office of Tourism works to "elevate life in Utah through responsible tourism stewardship," with a focus on marketing, stewardship and development, according to the office's website. Through development, UOT collaborates with partners statewide to strengthen visitor economies in ways that serve both residents and travelers.
Recipients are:
Beaver County Travel Council, $115,300
Ballet West, $27,474
Box Elder County Government, $81,500
Blanding City, $6,700
Cache Valley Visitors Bureau, $93,600
Brian Head Town, $66,606
Carbon County Office of Tourism, $143,300
Casino Star Theater Foundation, $8,880
Daggett County, $41,200
Days of '47 Rodeo, $25,000
Discover Davis, $181,600
Friends of the Moab Folk Festival, $4,012
Emery County Office of Tourism, $38,500
Heber Historic Railroad, $38,060
Garfield County Office of Tourism, $176,400
Joe's Valley Fest, $8,880
Grand County Government, $161,000
Kayenta Arts Foundation, $14,946
Greater Zion Convention & Tourism, $126,000
Kimball Art Center, $53,284
Heber Valley Office of Tourism, $156,000
Moab Museum, $3,600
Juab County Tourism & Travel, $97,900
Moab Music Festival, $15,080
Kane County Office of Tourism & Film, $157,200
National Ability Center, $51,698
Morgan County, $56,700
Ogden Valley Adaptive Sports, $9,952
Park City Chamber/CVB, $154,500
Ogden's George S Eccles Dinosaur Park, $6,898
Piute County Government, $33,900
Park City Historical Society, $21,786
San Juan Office Visitor Services, $162,400
SUU Shakespeare Festival, $64,506
Sevier County, $160,800
Sportsman for Fish and Wildlife, $50,406
Ski Utah, $179,500
Thanksgiving Point, $12,528
Tooele County, $122,500
Tuacahn Center for the Performing Arts, $64,506
Uintah County Travel & Tourism, $174,900
Utah Festival Opera & Musical Theater, $36,380
Utah Valley VB, $174,900
Utah Symphony & Opera, $24,500
Visit Cedar City/Brian Head, $138,400
Weber Cultural Legacy Foundation, $11,156
Visit Ogden, $182,200
Visit Salt Lake, $126,100
Wayne County Office of Tourism, $97,600
