Beyond the Souvenir: Greater Zion Partnership Weaves Sustainability into the Travel Experience

ST. GEORGE, Utah – November 3, 2025 – In an era where travelers are increasingly seeking experiences aligned with their values, Greater Zion is taking a bold step beyond traditional tourism marketing. A new partnership with outdoor apparel brand Coalatree isn’t just offering destination-branded merchandise; it's weaving sustainability into the very fabric of the visitor experience, and reinvesting directly into the preservation of the dramatic landscape that attracts millions annually.

The collaboration, launched today, features a limited-edition collection of sustainably-made outdoor gear – from versatile adventure blankets to sun-protective shirts and recycled-material duffels – inspired by the iconic red rock cliffs, flowing rivers, and expansive skies of Greater Zion. But the initiative goes deeper than aesthetics. Twenty percent of all proceeds will be directly donated to the Zion Forever Project, the official nonprofit partner of Zion National Park, funding vital conservation and educational programs.

“We’re seeing a significant shift in traveler expectations,” explains a representative from Greater Zion Convention & Tourism. “People aren't just looking for a beautiful place to visit; they want to know their presence is contributing positively to the destination. This partnership allows us to offer a tangible way for visitors to support the long-term health of the ecosystem they’re enjoying.”

A Model for Destination-Driven Sustainability

The Greater Zion-Coalatree collaboration exemplifies a growing trend: destinations moving beyond simply attracting tourists to actively investing in the resources that draw them in. This approach acknowledges the inherent responsibility tourism boards have to protect the natural and cultural assets that underpin their economies.

Coalatree, known for its commitment to sustainable manufacturing practices, was a natural partner. The company utilizes recycled materials – including recycled nylon, organic cotton, and coffee grounds – and adheres to strict environmental standards throughout its supply chain, evidenced by Bluesign® and OEKO-TEX® certifications.

“This isn’t just about slapping a logo on a product,” says a representative from Coalatree. “It’s about creating gear that people love, made in a way that minimizes our impact on the planet, and then giving back to the places that inspire us.”

The collection itself reflects the spirit of the region. The “Puffy Kachula Adventure Blanket” showcases the red rock formations, the “Mirage Sun Shirt” offers UV protection under the intense Utah sun, and the “Quest Duffel Bag” is built for both rugged slot canyons and airport travel, all while utilizing upcycled materials. The line’s practicality and aesthetic appeal are intended to encourage repeat use and foster a sense of connection to the destination.

Addressing the Challenges of Increased Visitation

The partnership arrives at a crucial time for Zion National Park and the surrounding Greater Zion area. With over 4.5 million visitors annually, the park faces increasing pressure from overcrowding, trail erosion, and potential impacts to wildlife habitats.

Zion Forever Project plays a critical role in mitigating these challenges. Funds raised through donations and partnerships like this one are allocated to trail restoration projects, wildlife habitat preservation initiatives, and visitor education programs aimed at promoting responsible recreation.

“The increase in visitation is a double-edged sword,” explains a source close to Zion Forever Project. “It brings economic benefits to the region, but it also puts a strain on our natural resources. Partnerships that provide dedicated funding for conservation are essential to ensuring the long-term health of the park.”

Beyond the Bottom Line: A Shift in Tourism Philosophy

The Greater Zion-Coalatree partnership represents a broader shift in the tourism industry, moving away from a purely transactional approach towards a more holistic and sustainable model. This requires destinations to prioritize long-term environmental and social responsibility alongside economic growth.

Several other destinations are beginning to explore similar initiatives. Patagonia has long-standing partnerships with national park foundations, REI actively promotes sustainable outdoor activities, and The North Face’s Explore Fund supports conservation and education projects. However, the Greater Zion collaboration stands out for its direct link between product sales and on-the-ground conservation efforts.

“This isn’t just about checking a box for sustainability,” adds the Greater Zion representative. “It’s about creating a meaningful connection between visitors, the destination, and the environment. We hope this partnership serves as a model for other tourism boards looking to embrace a more responsible and impactful approach to tourism.”

The collection is available for purchase online at Coalatree’s website and at select retailers in the Greater Zion area. While the tangible benefit is high-quality, sustainably-made gear, the true impact of this partnership may well be a lasting contribution to the preservation of one of America’s most iconic landscapes – and a blueprint for a more sustainable future for tourism.