Women of Utah Tourism

Hard At Work

Some of the most invested workers in Utah government may be those who serve in Utah's Tourism industry positions. This is a realm where, over the past several decades, positions have increasingly been filled by very capable women. In fact 75% of the key county and state tourism positions in Utah are held by women.

What Are These Government Positions?

Counties: Currently all but one of Utah's 29 counties employs at least one individual to oversee tourism marketing and development. Some counties, with major tourist destinations or attractions, have larger staffs to accommodate the demand. Currently 75% of those who hold a managerial role in county tourism positions are female.

Here's an alphabetical list of the counties with a woman in the role of Tourism Director or a management role over tourism marketing and development.

City Entities: One example here would be the Salt Lake International Airport, owned and operated by Salt Lake City, for which Nancy Volmer is the Director of Communications and Marketing.

State: The state of Utah employs a sizable staff to provide direction to the states tourism efforts and for the past 20 years three consecutive woman have held the position of director of the Utah Office of Tourism; Leigh von der Esch, Vickie Varela, and Natalie Randall (current). Presently 80% of the U.O.T. staff are women.

How Did Women Become Such A Major Force In Utah tourism?

As Utah tourism has grown the need for promotion and management of the tourism marketing effort has also grown. Many women, currently holding government tourism positions, have naturally risen to management by initially being part of a tourism staff, or holding another staff position. As their experience and expertise has grown they have qualified themselves to fill their current managerial roles. Others have been selected through an interview process where they were deemed the most qualified candidate for the position.

Some Champions Of Utah Tourism

Brittany McMichael – Director of the Greater Zion Convention and Tourism Office

Brittany McMichael 

Brittany McMichael has dedicated her career to shaping the tourism landscape of Washington County, Utah. Over the past two decades, she has steadily risen through the ranks of the county’s government organization, building a wealth of expertise in financial management, tourism marketing, public relations, event planning, destination management, and destination development.

After first applying for the director’s position in 2018, Brittany was undeterred when it was awarded to another highly qualified candidate. Her perseverance and continued contributions to the industry led her to reapply in 2023, and she was ultimately selected for the role.

Under her leadership, the Greater Zion Convention and Tourism Office plays a pivotal role in attracting visitors to the region’s renowned destinations, including Zion National Park, four state parks, a convention center, 14 golf courses and premier entertainment venues like Tuacahn. Brittany is also a passionate advocate for responsible tourism, championing stewardship initiatives that encourage visitors to respect and preserve the land while contributing positively to the local economy and community.

Learn more at Greater Zion.

Nycole Durfey – Wayne County Utah Tourism Director

Nycole Durfey

Wayne County is home to portions of many significant attractions such as Capitol Reef National Park, Boulder Mountain, Thousand Lakes Mountain, Henry Mountains, Fremont River, Mars, Moonscape, and to communities such as Loa, Bicknell, Torrey, and Hanksville. Nycole Durfey began her career in tourism working in her family's hotel and restaurant in Torrey, and for 15 years she has held her tourism director position.

Nycole works with a board of county appointed volunteers who assist her in coordinating the county's efforts to reach and educate visitors from around the world on how to properly experience what is called Capitol Reef Country, the area in and around Utah's Wayne County. This effort often involves her participation in regional and national tourism conventions and events.  Durfey also oversees the visitor information center in Torrey at the Junction of Scenic Byways 12 and 24. Websites, social media, video production, photography, printed brochures, maps, and numerous other marketing efforts all fall under her purview, as she reports directly to the Wayne County Commissioners. Learn more at Capitol Reef Country.

Tourism Associations

Organizations such as the Utah Tourism Industry Association (UTIA), and Ski Utah are groups that have formed to provide a voice and marketing input for private business.

Raelene Davis – Ski Utah – Vice President of Marketing & Operations

Raelene Davis

For the past 10 years, of a remarkable 40-year career, Raelene has held a V.P. role at Ski Utah. Ask anyone in the ski industry, almost world-wide, if they know Raelene and it is likely that they do. Through events such as the 2002 Salt Lake City Winter Olympics, creative marketing strategies, and travel to the far reaches of the earth, Davis's influence seems to know no bounds.

Raelene has been inducted into the Intermountain Ski Hall of Fame, the Utah Tourism Hall of Fame, and has been honored with a Lifetime Achievement award by the North American Snow Sports Journalists Association.

Social Media Influencers – Women

With the advent of social media the term Influencer has arisen as a moniker for those who create social media content – videos, photos, and stories, on Facebook, Tik Tok, Instagram, Pinterest, Youtube, and other channels. At least one online statistical resource suggests that approximately 84% of travel social media influencers are women. Social media also plays a very large role in Utah tourism and this state has many famous social media influencers.

Rebecca Hrabar – Influencer - @utahfamilytravels

Rebecca Hrabar

With over 87,000 followers on Instagram, 22,000 followers on Facebook, and growing numbers on TikTok, Rebecca has spent the past five years educating and entertaining viewers with insights about family travel in and around Utah. While many influencers tend to focus primarily on non-travel topics such as fashion, food, and lifestyle, the object of Rebecca's efforts are predominantly local outdoor adventure and travel.

Hrabar's influencer journey began during the Covid pandemic when her children were at home and looking for ways to stay active. She began finding places for her family to enjoy safe activities outdoors where she found great value for her families physical and mental health. As Rebecca began sharing her experiences on her personal social media she was immediately bombarded with questions, and this prompted the creation of her Instagram account @utahfamilytravels. Early on it was just a few families and friends that followed her but in 2021 she began marketing her site to more people.

She's been able to monetized her business by collaborating with businesses and organizations in providing exposure of their resources to her faithful followers. Throughout the past five years Rebecca's primary goal of helping families to get out and enjoy things outdoors, close to home, has remained a constant. Learn more at Utah Family Travels website or UtahFamilyTravels (on Instagram).

Other social media influencers you may wish to consider following are... @haileyoutside @adventurewithhanna @explore.hike.teach @theramblingraccoon @thesaltproject @utahsadventurefamily @utahfunwithkids @utahfunguide @zionadventurephotog @kellyejensen

Send us your suggestions for other Utah-based travel-focused social media influencers who could also be listed here.

Women In Private Industry Tourism

There are hundreds of women throughout Utah who hold key positions as owner, managers, and directors at resorts, lodging, dining, and outfitter operations.

Joette Marie Rex - Slot Canyons Inn - Escalante, Utah

Joette Marie Rex

For 20 years Joette Marie Rex has been serving-up delectable cuisine, and expertise on how to experience Utah's Grand Staircase Escalante National Monument, Boulder Mountain, and Scenic Byway 12.  Visitors from around the world have been enjoying Joette Marie's hospitality at the Slot Canyons Inn, which is located just five miles west of Escalante, Utah. 

She and her husband Jeff followed their dream of creating a haven for guests on their land in Escalante which once was a home to ancient Americans.  When Jeff passed away unexpectedly in 2010 Joette Marie had to decide where she would take the operation next.  To the benefit of all her guests, she forged ahead and expanded services to include more lodging options and a full restaurant. 

The Inn has become famous for its design and location at the mouth of a sandstone canyon, and a cabin which was once the home of Miss Kitty from the television show Gunsmoke.  Learn more at Slot Canyons Inn.

Kathryn Hoggatt -Hanksville Tours

Kathryn Hoggatt

In 2017 Hanksville tours began providing guided and un-guided off-road adventures into southern Utah's back country. Kathryn Hoggatt and her husband love the dramatic formations, mountains and canyons of the region surrounding Hanksville, Utah, and they decided to make a business out of exploring the region they know so well.

Destinations such as the canyons of the Dirty Devil River, Mars Desert, Moonscape Overlook, Factory Butte, and the Henry Mountains are just some of the areas that attract visitors to rent off-road UTV equipment or to be guided by the folks at Hanksville Tours.

Representing the Hanksville area Kathryn is a member of the Capitol Reef Country board of director's, and is an active participant in guiding the marketing development and promotion of this region. Learn more at Hanksville Tours.

A few names of other women who work in the private business side of tourism and travel experiences in Utah are Julie Millard of Zion Ponderosa Ranch Resort, Beth Rumsey of the Wild Rabbit Cafe in Torrey, Julie Benson of Big Mountain Lodge. This list could go on and on.

Government Funding For Tourism

Counties charge a tourism tax on lodging and sometimes on dining as well. These funds are administered by the state and counties and are considered to primarily be an import of dollars from out-of-state, and even out of the country. The value of these dollars, imported to Utah, ranges to over 12 billion annually.

Celebrating Women

In celebration of Women's History Month we express thanks to the many women who work to ensure that all of us, as travelers, have the experience we are hoping for.