March 19, 2026

Grand County Names Michael Soleta as Moab Office of Tourism Director

National Search Confirms Internal Candidate as Top Choice; County Signals Long-Term Investment in Destination Competitiveness

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MOAB, Utah — Grand County has chosen Michael Soleta as the new director of the Moab Office of Tourism, starting Monday, March 30, 2026. Since joining the office as an assistant marketing director in July 2024, Soleta has been a key contributor to the direction of the county's tourism marketing. He will now lead the office into its next phase of execution.

The appointment follows a competitive, 16-week national search conducted in partnership with Horizon Hospitality Associates, a firm specializing in tourism management recruitment. After an extensive review of candidates from across the country, the selection process confirmed that Soleta — already embedded in the county's tourism operations and midway through a significant brand evolution — was the most qualified person for the role.

"Our commitment to finding the top candidate for this position is why we engaged a national search firm. What the process confirmed is that we already had that person. Mick has been running point on a comprehensive marketing rebrand, overseeing the transformation of our digital presence and managing relationships with our agency partners. Maintaining that continuity as we move into execution is a big advantage for the county."

Grand County Is Investing in an Office

In recent years, the Moab Office of Tourism has made significant changes, moving from legacy digital systems to a modern marketing platform. These changes include a new website, a fresh brand identity, and new partnerships with Madden Media and Campstories. Soleta has contributed to each of these changes, working with county departments and agency partners to position Moab competitively in a rapidly changing tourism market.

For county leadership, the hire reflects a deliberate effort to build an office with the systems, staffing, and institutional foundation to operate strategically and serve the community over the long term.

"Moab is an incredible place that means so much to so many people. I want to honor that."

Positioning Moab Competitively

Soleta has long advocated for a strategic, data-driven approach to tourism promotion that moves beyond reacting to visitation trends and toward actively shaping them. His vision for the office is to build the tools, leverage the data, and employ the marketing levers necessary to influence how and when visitors come to Moab, and to ensure the region can weather fluctuations in the national and global tourism market.

"Tourism has been happening to Moab, and we have an opportunity to be more intentional about how we influence it. The goal is to position this office so that it has the strategy and the institutional foundation to compete when there are market shifts and industry changes around us."

That approach has broad support across county government and its tourism stakeholders. The Moab Tourism Advisory Board (MTAB), which oversees the allocation of the county's tourism tax revenues, submitted a letter to the County Commission in support of Soleta's selection, reflecting the confidence and collaborative relationships he has built since joining the county.

What's Ahead

With a comprehensive marketing rebrand expected to come later this year, Soleta's immediate focus will be on the execution of a strategy already well underway. The county's goal is to see Moab recognized as one of the most competitive tourist destinations in the world by marketing itself with intention and attracting visitors aligned with its culture and values.

Soleta's appointment as director is effective March 30, 2026.

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About the Moab Office of Tourism
The Moab Office of Tourism manages destination marketing and promotion for Grand County, Utah, supporting the economic vitality of the Moab region through strategic tourism development, brand management, and visitor engagement.