Moab Office of Tourism Launches New Brand and "Should've Stayed Longer" Campaign

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Sep 10, 2026, 16:36 ET

New destination-wide campaign turns visitors' most common realization into an invitation to extend their stay

MOAB, Utah, Sept. 10, 2026 /PRNewswire/ -- Moab Office of Tourism has launched a new brand and campaign: "Should've Stayed Longer." The new brand—including a positioning platform and full visual identity—invites visitors to see Moab as a destination worthy of their time, intention and respect, not simply a bucket-list experience. Supporting this aim, the ad campaign was inspired by visitor research revealing that more than 90% of visitors planned to return to Moab or wished they had built in more time to explore the destination. The campaign was developed and produced through a partnership between Camp4 Collective, a creative content studio and production company, and TOURIST, a creative and strategic agency for travel brands.

Moab Utah: "Should've Stayed Longer" campaign.

The data gathered from an in-depth research phase helped shape the idea at the heart of the campaign: Moab is not simply a stop along the way, but a destination worthy of an entire trip.

"Over the past year, our office, board of directors, elected officials, community and agency partners have come together to build a brand that better reflects what makes Moab so extraordinary," said Michael Soleta, director of the Moab Office of Tourism.

"People may come to Moab with Arches National Park at the top of their list, but once they're here, they realize how much more there is to experience—from Canyonlands National Park and the Colorado River to our dark skies, outdoor adventures, downtown and local community. Again and again, we hear the same thing from visitors: 'I should've stayed longer.' This campaign takes that realization and turns it into an invitation: give Moab the time it deserves."

Campaign creative will appear across Moab's full suite of advertising, including billboards, print, digital, CTV and social media, as well as a full wrap of the new, free shuttle connecting downtown Moab to Arches National Park. Featured campaign headlines include: "You came for two trails. Moab has 300 more with your name on them."; "One arch down. 2,000 to go."; "This view took 5 million years. Take your time."; and "The Colorado River's in no hurry. So, why are you?"

Visitors are encouraged to slow down, stay longer and discover more of what Moab has to offer. The Moab Office of Tourism is working with lodging partners to offer special incentives for stays of three nights or more, giving visitors time to explore more deeply and experience Moab beyond the expected. Participating properties include Hoodoo Moab, SpringHill Suites by Marriott Moab, Wolfe's Hotel Moab, Red Cliffs Lodge Moab, Apache Motel and others to be announced.

The new brand platform and the "Should've Stayed Longer" campaign will officially launch at a Community Open House event on Tuesday, Sept. 8, 2026, from 5 to 8 p.m. MDT.

For more information about the campaign and lodging offers, visit:

About Moab Office of Tourism
Moab Office of Tourism is a department within Grand County Utah's local government unit, and is the official Destination Marketing Organization of the area. Grand County has a population of 9,700 residents in 3,700 square miles. Its largest municipality is Moab, Utah (population 5,200), a gateway town to two national parks (Arches and Canyonlands), two state parks (Dead Horse Point and Utahraptor), over 3 million acres of public lands, and the Colorado River. The area sees an estimated 2.5 million visitors annually.