Although outdoor recreation and tourism drive the economies of many gateway and natural amenity regions (GNARs), community leaders in these areas often lack a clear understanding of how to strategically invest in resources in ways that lead to a balanced portfolio of assets that meets market demands. This research investigates the relationship between the supply of and demand for outdoor recreation and tourism in GNARs across southeastern Utah. We characterize supply assets using four asset classes: economic, environmental, infrastructural, and sociocultural. We quantify the demand for outdoor recreation and tourism using geotagged social media in gateway communities adjacent to national parks and other public lands. Our analysis revealed environmental assets (historic trails, viewpoints, proximity to national parks, and campsites specifically) are highly and significantly correlated with outdoor recreation and tourism demand. The findings can guide local, state, regional, and federal officials in strategically investing in tourism assets that align with market demands. For example, strategic investments across the study area in the development of viewpoints that showcase the region's spectacular red rock and desert landscapes, as well as campsites where visitors can base their explorations, are likely to see significant and positive returns in terms of visitation.