Salt Lake City (March 2021) — Visit Salt Lake (VSL) recently announced its partnership with Utah-based Zartico, creators of the world’s only Destination Operating System, to better target and market the greater Salt Lake area to visitors and potential visitors through science and data-driven information to grow its visitor economy.

Zartico’s proprietary Destination Operating System takes intelligence, analytics and data visualizations and combines it with context and strategic input to support VSL’s data-driven decisions in real-time. Since signing VSL on as one of its first clients, Zartico has created a digital operating system that ingests more than 30 of the area’s data sources and converting that information into a single platform, allowing VSL to focus its efforts on enhancing the tourism offerings to specific audiences, efficiently serving desired information and content to potential visitors. 

"Visit Salt Lake is laser focused on innovations that better connect tourism to our community and neighborhoods,” said Kaitlin Eskelson, president & CEO of Visit Salt Lake. “Working with Zartico has empowered us to understand our leisure and convention visitors in a much more scientific way. We continually look for avenues to increase the direct economic impact of the visitor economy while championing our intriguing and inclusive culture.”

A Utah-based company, Zartico has experienced incredible growth in 2021 and has plans to hire new engineer and data scientist positions, with a focus on creating a diverse and inclusive workforce. "Our first partners, Visit Salt Lake and the Utah Office of Tourism have served as thought leaders in helping us define and develop our product," commented Chief Executive Officer Sarah Lehman. “We are excited to be planting and growing our roots here in Salt Lake City and look forward to working collaboratively to steward and elevate the visitor economy within the state.”

Visit Salt Lake is a private, non-profit corporation responsible for the promotion of Salt Lake as a vibrant, modern destination brimming with unexpected dining, lodging, nightlife and entertainment options, a destination well suited for convention and leisure travel alike. In partnership with Salt Lake County, Visit Salt Lake’s mission is to improve the area economy by attracting and providing support to conventions, leisure travelers and visitors while being a leader in environmental responsibility. For more information on all that Salt Lake has to offer, go to