In a recent budget workshop held by the Moab Tourism Advisory Board (MTAB), members gathered to discuss the strategic direction and financial allocations for tourism marketing in 2026. The meeting, which took place on September 23, 2025, highlighted a shift towards more data-driven marketing strategies aimed at enhancing visitor engagement and optimizing advertising spend.

Caitlin, a key presenter, outlined the proposed media strategy, emphasizing a focus on awareness and targeted audience engagement. The board plans to allocate $1.2 million for paid media services, a figure that reflects a commitment to expanding outreach while ensuring that marketing messages resonate with the right audiences at the right times. The strategy includes the development of user-generated content, enhanced website landing pages, and a robust email marketing campaign to nurture potential visitors.

A significant point of discussion was the integration of first-party data collection through email marketing. The board aims to build a more comprehensive database of visitor information, which will allow for personalized communication and targeted marketing efforts. This approach is expected to not only increase visitor numbers but also enhance their overall experience in Moab.

The meeting also addressed the need for improved content creation, particularly in terms of imagery and messaging. Board members expressed concerns about the current lack of diverse visual assets, which are crucial for effective marketing campaigns. Suggestions were made to budget for new photo and video projects to better represent the family-friendly activities available in the area.

As the board reviewed the 2026 budget, they noted the importance of aligning expenditures with strategic goals. This includes maintaining memberships with key travel publications and organizations, as well as participating in travel shows to promote Moab as a premier destination. The budget also accounts for ongoing operational costs, including salaries, utilities, and professional services.

In conclusion, the MTAB's budget workshop underscored a proactive approach to tourism marketing in Moab, with a clear focus on data utilization and audience engagement. As the board prepares for the upcoming year, the discussions set the stage for a more targeted and effective marketing strategy that aims to elevate Moab's profile as a sought-after travel destination.