(1) There is created within GOED the Utah Office of Tourism.
(2)
(a) The executive director shall appoint a managing director of the tourism office.
(b) The managing director may, with the approval of the executive director, appoint staff.
(3) The tourism office shall:
(a) be the tourism development authority of the state;
(b) develop a tourism advertising, marketing, branding, destination development, and destination management program for the state;
(c) receive approval from the board under Subsection 63N-7-202(1)(a) before implementing the program described in Subsection (3)(b);
(d) develop a plan to increase the economic contribution by tourists visiting the state;
(e) plan and conduct a program of information, advertising, and publicity relating to the recreational, scenic, historic, cultural, and culinary tourist attractions, amenities, and advantages of the state at large;
(f) encourage and assist in the coordination of the activities of persons, firms, associations, corporations, travel regions, counties, and governmental agencies engaged in publicizing, developing, and promoting the tourist attractions, amenities, and advantages of the state;
(g) conduct a regular and ongoing research program to identify statewide economic trends and conditions in the tourism sector of the economy; and
(h) ensure that any plan or program developed under this Subsection (3) addresses, but not be limited to, the following policies:
(i) enhancing the state's image;
(ii) promoting the state as a year-round destination;
(iii) encouraging expenditures by visitors to the state; and
(iv) expanding the markets where the state is promoted.