To enter this competition, you must:

• Be an actively enrolled College Student
• Be able attend the Hospitality Rising Summit on November 4, 2026

Competition Guidelines

• Open to all currently enrolled college students in Utah
• Participants compete individually
• Participants must choose a destination (city or region) within Utah
• Create a presentation showcasing the destination’s unique attractions, culture, events and accommodations
• Include marketing strategies like social media campaigns, partnerships, and events to attract travelers

Submission

• Submissions must consist of a 10-minute recorded presentation using slides and must include a video recording as well as a PDF export of the presentation slides.
• All materials must be submitted via the official online entry form here by September 19, 2026
• Late submissions will not be considered unless an official extension is announced

Mentorship & Guidance

• Students are allowed to seek mentorship from professors for guidance on their projects and to receive advice from industry professionals, Destination Marketing Organizations (DMOs), or any other hospitality/tourism professionals
• Any mentorship or academic support must be acknowledged in the project submission

AI Use and Disclosure

• Responsible use of AI is allowed in this competition; however, all AI use must be disclosed on the references page with a detailed description of how AI was used and in what sections of the report.

Conduct

• Participants must adhere to ethical standards and avoid plagiarism
• Any external assistance must be disclosed

Finalists

• Finalists will be contacted prior to the Hospitality Rising Summit and asked to complete a photo release form to allow for photography at the event.
  • Completion of the release form is not required to be eligible to win, however preference to be excluded from photos must be communicated prior to the event.
• Winners will be announced in the morning session of the Hospitality Rising Summit on November 4, 2026

Awards & Prizes

• 1^st place: $2,000 cash prize
• 2^nd place: $1,500 cash prize
• 3^rd place: $1,000 cash prize

Other Considerations

• Winners are responsible for completing the required paperwork to receive the cash award through the University of Utah in a timely manner.

Submissions will be graded using a rubric evaluating the following criteria. To score well, students should demonstrate each of these throughout their submission.

• Creativity & Innovation
  • What it measures: The overall originality and creativity demonstrated by the finished proposal.
  • To score well: Create an original and innovative concept that thoughtfully considers the destination, target audience, and timing.
• Marketing Strategy & Execution
  • What it measures: The effectiveness, feasibility, and real-world application of the proposal's underlying marketing strategy.
  • To score well: Demonstrate a strong understanding of marketing strategy and provide a clear, practical plan for implementing the campaign.
• Branding & Storytelling
  • What it measures: The effectiveness of the destination's unique value proposition and how clearly it is communicated through the proposal.
  • To score well: Develop a cohesive brand identity and compelling story that highlight the unique offerings and character of the selected destination.
• Overall Impact & Persuasiveness
  • What it measures: The campaign's potential impact, relevance, and ability to persuade its intended audience.
  • To score well: Create a persuasive proposal that identifies potential barriers to success and demonstrates thoughtful strategies for addressing them.
• Visual & Presentation Quality
  • What it measures: The organization, design, and effectiveness of the proposal's visual communication.
  • To score well: Create a visually appealing, cohesive, and accessible presentation that follows all guidelines and demonstrates thoughtful pacing and proper attribution.

Evaluations will be conducted by a panel of judges that may include:

• Utah Tourism Industry Association staff and volunteers
• Utah Destination Marketing Organization professionals

The Travel Agent Competition is open to Utah College students. Students must meet all eligibility requirements outlined in the official competition guidelines.

Entering the Destination Marketing Organization Competition is simple:

1. Review the competition guidelines.
Start by reading the Competition Guide to understand the challenge, eligibility requirements, submission requirements, and judging criteria.

2. Build your destination marketing campaign.
Step into the role of a Destination Marketing Organization and choose a city or region in Utah to promote. Research your destination, identify what makes it unique, and develop a creative marketing strategy designed to attract visitors.

3. Prepare your submission.
Create a 10-minute recorded presentation supported by slides that showcases your destination, marketing strategy, branding, partnerships, and other elements of your campaign. You'll submit both a link to your video presentation and a PDF export of your slides. Be sure your submission includes everything required in the Competition Guide.

4. Submit your entry.
When your project is ready, submit your entry via the official form here. Please note: your completed entry must be submitted by October 19, 2026 to be considered.

That's it! Your campaign will then be reviewed by our panel of judges, and the winning students will be recognized at the Hospitality Rising Summit on November 4, 2026, with $4,500 in cash prizes awarded across first, second, and third place.

The competition is designed for individual submissions. Team entries will not be considered.

Your submission should include two items: a recorded presentation and a PDF copy of your presentation slides.

Your recorded presentation should be no longer than 10 minutes and submitted as a shareable video link using a platform such as YouTube, Vimeo, or Google Drive. Your video may be unlisted, but your link must be accessible to anyone with the link.

You will also need to submit a PDF export of the slideshow presentation used in your video. Before submitting, double-check that your video link works and that both materials meet all requirements outlined in the Competition Guide.

Winners will be announced at the Hospitality Rising Summit on November 4, 2026.

Finalists will be contacted in the weeks leading up to the summit to confirm their attendance and complete additional paperwork.

Absolutely! The DMO Competition can be incorporated into courses in marketing, hospitality, tourism, business, communications, and related fields. It can be used as a full class assignment, a smaller project, or a hands-on opportunity for students to apply marketing and strategic thinking to a real Utah destination.

We're also happy to create resources to make including the competition in your course easier. If you're looking for additional faculty resources or support, email our Marketing Manager, Star Neil.

For general information regarding the Destination Marketing Organization Competition or the Hospitality Rising Summit, please contact Star Neil at the J.W. Marriott, Jr. Institute at the University of Utah. Please allow 3-5 business days for a response.