Randall tabbed as new director of Utah Office of Tourism and Film

The Utah Office of Tourism and Film is getting a new leader. Natalie Randall, executive director of the Utah Tourism Industry Association since 2021, has been named managing director of the office. Randall replaces Vicki Varela, who will retire on Feb. 10. Randall will assume leadership on Feb. 12, according to an announcement from Ryan Starks, executive director of the Governor’s Office of Economic Opportunity. Starks made the decision in consultation with Gov. Spencer J. Cox, the Utah Board of Tourism Development and the Utah Tourism Industry Association board, he said in a release.

“Natalie’s experience in destination marketing and management, along with her proven ability to navigate complex policy issues, makes her uniquely qualified to assume this role,” Starks said. “She will also play a vital role on our executive leadership team to advance the nation’s best economy and quality of life.”

Before her role at the Utah Tourism Industry Association, Randall served as vice chair of the Department of Alcoholic Beverage Services, at the Utah Board of Tourism Development, on the Rural Opportunity Advisory Committee and on the State Workforce Development Board.

“I’m inspired by the momentum we have created as an industry. Tourism is a significant piece to Utah’s economy and represents the pride we have of our communities throughout the state,” Randall said. “Our distinctive landscapes and unique offerings are why people choose to live, work, and play here. I’m thrilled and deeply honored to have been chosen to continue carrying this message.”

Cox also expressed his confidence in the trajectory of the tourism economy. “Utah’s visitor economy has thrived under Vicki’s leadership,” he said. “Natalie has the vision and drive to take everything to the next level, creating quality of life for residents and visitors alike.”