Utah Wanted All the Tourists. Then It Got Them.

Utah had a problem. Shown a photo of Delicate Arch, people guessed it was in Arizona. Asked to describe states in two adjectives, they called Colorado green and mountainous but Utah brown and Mormon. It was 2012. Up in the governor’s Office of Tourism, hands were wrung. Anyone who had poked around canyon country’s mind-melting spires and gurgling green springs knew it...

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