Moab Office of Tourism

Moab, Utah – September 16, 2026 -- Moab Office of Tourism has unveiled a new destination brand and advertising campaign, "Should've Stayed Longer," built on visitor research showing more than 90% of travelers either planned to return or wished they had allotted more time in the area.

Research drives repositioning away from single-stop bucket-list marketing

The campaign, developed with creative studio Camp4 Collective and travel agency TOURIST, reframes Moab as a multi-day destination rather than a quick stop en route to Arches National Park. Michael Soleta, director of the Moab Office of Tourism, said the rebrand followed a year-long collaboration among the tourism office, its board, elected officials and community and agency partners.