2026 Tourism Business Development Workshop
April 22-23, 2026
The Kanab Center | Kanab, Utah
Thank you for joining the Utah Office of Tourism and Film for the workshop on agritourism, astrotermism and the creative economy (film & cultural tourism). We look forward to seeing you next year at the third annual workshop.
Digital Program
Kanab was buzzing as the 2026 Tourism Business Development Workshop took over "Little Hollywood." With a sold-out crowd of industry enthusiasts and friends from all corners of the state, the energy at the Kanab Center was inspiring. Sessions focused on leveling up Utah’s "Experience Economy," diving into trending niche markets agritourism, astrotourism, film, and cultural tourism. From learning how to host like a five-star pro to exploring how to expand your product offering, participants left with fresh ideas to help their businesses thrive.
Event Highlights and Networking
Between networking and puppies at Best Friends Roadhouse and a nostalgic Western-style dinner and performance at Iron Horse restaurant, attendees made meaningful connections and experienced first hand how Kane County has leaned into niche tourism segments at the hands-on experiences. The night ended under the stars at Jackson Flats Reservoir, where attendees snapped photos of the night sky during a peak meteor shower, listened to indigenous storytelling under the stars, and looked through telescopes at the beauty beyond.
Closing Remarks
Our team at the Utah Office of Tourism and Film thank those who attended and participated in an experience we hope left attendees inspired and ready to elevate and build even stronger resiliency in Utah’s visitor economy.
Workshop Resources
Main Stage and Breakout Presentation Decks Available
Main Stage
Building a Utah that Lasts (G)
The Architecture of a World-Class Tourism Experience (G)
Building a Business Under the Stars (AS)
From Hoops to Horses & Highlands (AG)
Breakout #1
Data-Driven Tourism: Unlocking the Secrets of Your Ideal Customer (G)
Leaning into Cultural Tourism (CE)
The Transformational Value of Dark Skies: Awe, Wellness, and Community Cohesion (AS)
Breakout #2
Marketing 101: Essentials for Success (G)
Cover Your Assets: An Interactive Insurance Discussion (AG)
Slide deck with videos
Breakout #3
Fueling Your Tourism Business: Utah’s Rural Grants & Incentives (G)
Developing Expert Teams and Community Partnerships (AS)
Wrangling Codes, Zoning, & Permitting (AG)
Breakout #4
Better Together: The Power of Agritourism Partnerships (AG)
Marketing 201: Advanced Strategies to Scale Your Impact (G)
Film Tourism Product Development Workshop (CE)
Breakout #5
Maximizing Agritourism: New Products, New Seasons, New Incomes (AG)
Breakout #6
Getting Utah, and Your Business, Ready for Global Visitors (G)
International Readiness Flowchart
Welcoming International Visitors Checklist
Session Details and Resources
Tastemakers and Trailblazers
(AG) Agrotourism, (AS) Astrotourism, (CE) Creative Economy, (G) General Product Development
Economic Impact and Surveys
Session Descriptions
Additional Resources
Night Sky Photography Guide—Special thanks to Carly Stocks, owner of Dark Sky Utah
Photos—Thanks to the Kane County Office of Tourism, photos of the event are available for you to share out.
Agritourism Survey—Support the Utah Department of Agriculture & Food and the Utah Office of Tourism in their efforts to conduct an agritourism economic impact study by completing the survey for agritourism providers by Friday, May 1.
Attendee Survey—Share your thoughts about and support for the 2026 Tourism Business Development Workshop with the Utah Office of Tourism by completing the attendee survey by Friday, May 8.
Capitalizing on Utah's Experience Economy
Join the Utah Office of Tourism and Film for two days of actionable insights and engaging networking opportunities.
AGRITOURISM
Learn to combine agricultural production with tourism to create unforgettable educational and recreational experiences.
ASTROTOURISM
Harness the economic power of Utah's world-class dark skies and celestial events. Learn more about Utah's Astrotourism
CREATIVE ECONOMY
Explore strategies to showcase your destination's unique heritage, historic sites, and cinematic appeal. Learn more about Utah's Creative Economy
This event is designed for individuals, entrepreneurs, businesses, non-profit organizations, educational institutions, state and national park staff, and government officials interested in developing or expanding offerings in these key tourism segments.
Your Workshop Experience
Our 2026 program is under development, but you can expect an immersive agenda packed with expert-led keynotes and breakout sessions. Check back soon for a full schedule and speaker announcements!
WEDNESDAY, APRIL 22
9:30 AM Attendee Check-In
10:00 AM Welcome
10:20 AM Keynote Block
11:15 AM Breakout #1
12:15 PM Lunch / Networking / Exhibitor Booths
1:15 PM Breakout Session #2
2:30 PM Breakout Session #3
4:00 PM Breakout Session #4
6:30 PM Dinner and Hands-On Learning Experiences Begin
THURSDAY, APRIL 23
9:00 AM Breakout Session #5
10:30 AM Breakout Session #6
11:30 AM Pitch Contest
12:15 PM Lunch / Networking / Exhibitor Booths
1:25 PM Keynote
2:00 PM Dismiss
2:15 PM Post-conference Best Friends Animal Sanctuary guided tour registration
Hands-On Evening Experience
Join us for an evening of interactive and immersive experiences taking the information from the classroom and putting it into action!
Starting at 6:00 PM, meet at Best Friends Road House for a dynamic networking reception featuring drinks and appetizers. This is your chance to engage hands-on with three unique stations focused on voluntourism experiences and learn more about the agritourism and film economies that help shape the the county dubbed as "Little Hollywood".
We'll then transition to Iron Horse at 7:00 PM, where you’ll enjoy an immersive dinner, engaging film trivia, a captivating old-western environment that transports you back in time. You won't want to miss a chance to be a part of the action as history comes to life!
Wrap up your night with the magic of the night sky during the peak of the meteor shower! Join us at Jackson Flats Reservoir from 9:00 PM to 10:30 PM for an immersive, hands-on evening designed to connect you with the cosmos and indigenous heritage. Learn to photograph the night sky, get a close up view of the planets and enjoy an indigenous storytelling experience.
"See the success of our 2025 Workshop
What Our Partners Are Saying
“One of the most valuable things that happened at this event was partners connecting with each other. These connections between organizations are going to be invaluable for businesses going forward.”
– Anonymous
“Thank you for making this event so accessible and welcoming... amazing to see community members and government have an in-person dialogue.”
– Anonymous
“I honestly can't remember the last time I left a conference feeling so inspired, and with so many ideas I could start working on immediately.”
– Allison Yamamoto-Sparks, San Juan County
Hosted in the Heart of Kane County
We are thrilled to partner with our Workshop Host, the Kane County Office of Tourism. Kanab is a world-class destination and the perfect backdrop for our workshop. We encourage attendees to stay and play.
Join us for a guided tour of Best Friends Animal Sanctuary April 23.
Our guide will drive you in our tour van where you will get an overall introduction of the Sanctuary, meet a few residents, and learn about our mission to Save Them All.
Tour will leave the Kanab Center at 2:15pm and will return at approximately 4:30pm.
Secure your registration: Sanctuary Tour Form
Explore Kanab
Special thanks to the following hotels for offering discount rates during the workshop.
COMFORT INN KANAB
150 W Center St, Kanab, UT 84741
Group Rate
HAMPTON INN KANAB
98 S 100 E, Kanab, UT 84741
Group Rate
PARRY LODGE
89 E Center Street, Kanab UT 84741
Use Code: UTAH2026 for 20% off
ZION STAYS
Area vacation rentals
Use Code: UTAH26 for 20% off
DINING: Passionate locals blend fresh regional ingredients with world-class techniques, crafting traditional French fare, innovative new American and plant-based cuisine that would make any food lover's heart race against a backdrop of breathtaking sandstone formations
THINGS TO DO: This red rock wonderland beckons with world-class 4-wheel drive trails that wind through technicolor canyons, hiking paths that lead to secret hanging gardens and ancient petroglyphs, and pristine fishing spots where the desert meets crystal-clear streams.
ADDITIONAL ACCOMMODATIONS: Find the perfect accommodation in Kanab, unpack once, and be free to explore
An Event Brought To You By
Produced by
Workshop Host
Presenting Sponsor
Sponsor Partners
With Special Thanks to Our Partners
This event is guided by out dedicated Agritourism, Astrotourism, and Creative Economy collaboration committees.
Agritourism Collaborative Partners:
Adrianna Franco, Utah Department of Agriculture & Food
Caroline Hargraves, Utah Department of Agriculture & Food
Emily Ashby, Utah Department of Agriculture
Harmony Cox, The Ranch at Wild Rose
Joan Hammer, Box Elder County Tourism Office
Kamille Combs, Cornbelly’s & The MAiZE
Kynda Curtis, Utah State University
Loretta Clayson, Journey Farm
Mike Higbee, Higbee Honey
Natalie Kane, Utah Department of Agriculture & Food
Payton Fisher, The Farm
Rachel Creel, Utah Office of Tourism
Sara Patterson, Red Acre Farm & Red Acre Center
Sheri Staheli, Staheli Family Farm
Terry Camp, Utah Farm Bureau
Victoria Xiong, Utah State University
Astrotourism Collaborative Partners:
Ben Muhelstein, Blanding City
Diana Davidson, Business Owners of Bluff
Eric Simms, Stellar Vista Observatory
Jason Murray, Southwest Adventure Tours
Jayme Church, Kane County Office of Tourism
Koye Willis, Fremont Indian State Park
Laici Shumway, Utah Office of Tourism
Matthias Schmitt, Stargazing Zion/Stargazing Moab
Sarah Burak, Bears Ears Partnership
Troy Allan, USU Dark Sky Cooperative
Creative Economy Collaborative Partners:
Katherine Potter, Utah Department of Cultural & Community Engagement
Tracy Hansford, Utah Division of Arts & Museums
Sorell Grow, Utah Office of Tourism
Emma Kwanin, Utah Office of Tourism
Melissa Jackson, Utah Film Commission
Virginia Pearce, Utah Film Commission
Christina Martin, Utah Film Commission
Questions
For more information about the workshop, speaking opportunities, or sponsorships, please reach out.
AGRITOURISM & GENERAL
Rachel Creer
Partner Resources Manager
rcreer@utah.gov
ASTROTOURISM
Laici Shumway
Partner Outreach & Collaboration Coordinator
laicishumway@utah.gov
CREATIVE ECONOMY - FILM & CULTURAL
Melissa Jackson
Sr. Manager of Operations & Workforce Development
melissajackson@utah.gov
