Utah Tourism Industry Association Relaunches Utah Hotel & Lodging Association as Subsidiary to Amplify Lodging Industry Advocacy
UHLA returns as a 501(c)(6) under UTIA, giving hoteliers a unified voice on statewide tourism priorities; brand unveiled today at the Utah Tourism Conference
Bryce Canyon City, Utah (Oct. 6, 2025) — The Utah Tourism Industry Association (UTIA) announced last week the relaunch of the Utah Hotel & Lodging Association (UHLA) as a 501(c)(6) subsidiary, renewing a legacy of advocacy and leadership for Utah’s lodging industry. This integration strengthens hoteliers’ ability to address the unique needs of the lodging sector while leveraging UTIA’s broad tourism network and statewide influence.
“By re-establishing the Utah Hotel and Lodging Association, our tourism industry gains another strong, unified voice,” said Celina Sinclair, executive director, Utah Hotel & Lodging Association and the Utah Tourism Industry Association. “Collaboration among lodging professionals is key to driving innovation, improving guest experiences and ensuring Utah continues to welcome visitors from around the world.”
Together, the two organizations work hand in hand, combining UHLA’s deep industry expertise with UTIA’s connections, advocacy and resources to create more opportunities, stronger collaboration and a united voice for Utah’s lodging community.
The relaunch reinforces the lodging sector’s presence at the legislative table, providing additional private‑industry leadership on important tourism-related issues.
Last Thursday at the Utah Tourism Conference, UTIA formally announced UHLA’s restart and spotlighted this milestone as part of its 40th anniversary mainstage conversation featuring Nan Anderson, former UTIA Executive Director, Des Barker, current UTIA legislative strategist, and Bill Malone, former UTIA board chair and former president and CEO, Park City Chamber of Commerce & Visitors Bureau.
Lodging owners, operators, and brand partners interested in participating may contact UHLA at info@utahtourism.org to learn more.
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About the Utah Hotel & Lodging Association (UHLA)
The Utah Hotel & Lodging Association (UHLA) supports and represents the common business interests of those engaged in Utah’s hotel and lodging industry through advocacy, education, and collaboration. Representing properties of all sizes and types across the state, UHLA works to strengthen the hospitality sector, provide professional development opportunities, and elevate Utah’s world-class guest experience. Learn more at utahtourism.org/uhla
UHLA, a 501(c)(6) non-profit organization, operates as an affiliate of the Utah Tourism Industry Association (UTIA) to advance statewide tourism initiatives, ensuring that Utah’s lodging community has a strong, unified voice in shaping the policies and programs that drive economic growth and welcome travelers from around the world.
About Utah Tourism Industry Association (UTIA)
The Utah Tourism Industry Association (UTIA) is the collective voice of Utah’s tourism economy, advocating and educating to strengthen the industry and enhance quality of life across the state. UTIA delivers exceptional value to its members through member-driven public policy initiatives, strategic marketing programs, business networking opportunities, and educational offerings - all designed to help Utah’s tourism industry succeed today and thrive in the future. UTIA is a 501(c)(6) non-profit organization. Learn more at utahtourism.org.
