The Utah Office of Tourism promotes tourism into the state through advertising and media contacts. An office within the Governor's Office of Economic Development, their mission is "to improve the quality of life of Utah citizens through revenue and tax relief, by increasing the quality and quantity of tourism visits and spending." The Utah Office of Tourism operates several programs to assist Utah's tourism industry including marketing and advertising, research and planning, publications, information services, media relations and cooperative programs.
The Sundance Film Festival, a program of the Sundance Institute, is an American film festival that takes place annually in Park City, Utah. With 46,660 attendees in 2016, it is the largest independent film festival in the United States.