SALT LAKE CITY (December 2010) - After 25 years of doing business as the Salt Lake Convention & Visitors Bureau, the non-profit corporation responsible for the promotion of Salt Lake as a convention and travel destination is changing its name to "Visit Salt Lake," simplifying the general understanding of the role the organization plays in the sales and marketing of Salt Lake as a world class meeting and tourism destination.

In addition to streamlining the explanation of its role through its new moniker, the name also serves as a strong "call to action" and will be presented as such across a multitude of materials including the company's online presence; Visit Salt Lake has been the face of the organization in its major markets for the past few years, represented by the organization's Website address (www.VisitSaltLake.com).

"Although the name change may appear slight, the impact will be significant," commented Scott Beck, President & CEO of Visit Salt Lake. "We are confident this move will further enhance our organization's ability to fulfill our mission as directed by Salt Lake County, which overwhelmingly supported the name change."

Visit Salt Lake is not the first such destination marketing organization to change its name. The practice has become widely accepted within the travel industry, and clearly demonstrates the impact of the Internet on the marketing, branding and selling of destinations.

Visit Salt Lake is a private, non-profit corporation responsible for the promotion of Salt Lake as a convention and travel destination and a leader in sustainability. Visit Salt Lake's mission is to improve the area economy by attracting and providing support to conventions, leisure travelers and visitors. Salt Lake is a unique fusion of metropolitan city and quaint mountain town; the towering Wasatch Mountains that embrace Salt Lake offer a dramatic backdrop to the vibrancy and activities of downtown. For more information on all that Salt Lake has to offer, go to www.VisitSaltLake.com.