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.
Campaign rolls out across billboards, CTV and a shuttle wrap
Creative assets will run across print, digital, connected TV, social media and outdoor billboards, alongside a full vehicle wrap on Moab's new free shuttle linking downtown to Arches National Park. Headlines include "You came for two trails. Moab has 300 more with your name on them" and "One arch down. 2,000 to go."
Lodging partners offer incentives for stays of three nights or more
To convert the messaging into extended bookings, the tourism office is coordinating with hotel partners on stay incentives targeting three-night-plus visits. Participating properties named so far include Hoodoo Moab, SpringHill Suites by Marriott Moab, Wolfe's Hotel Moab, Red Cliffs Lodge Moab and Apache Motel, with additional partners to be announced.
Brand platform debuted at a public open house event
The new brand identity and campaign officially launched at a Community Open House on Sept. 8, 2026, from 5 to 8 p.m. MDT. Grand County, where Moab is located, has 9,700 residents across 3,700 square miles and serves an estimated 2.5 million visitors annually as gateway to Arches and Canyonlands national parks, Dead Horse Point and Utahraptor state parks, and more than 3 million acres of public land.