Utah Tourism solidifying its international presence with relevant market approach
Travel Trade Journal|December 2023
Utah is one of the most alluring off-the-beaten-track destinations in the United States, with some of nature’s most incredible beauty, wide-open spaces, and jaw-dropping landscapes. Zach Fyne, Global Markets Specialist, Utah Office of Tourism, summarises the year 2023 as they continue building on their assets that increase their overall exposure to international visitors, including Indians.
Prashant Nayak
Utah Tourism solidifying its international presence with relevant market approach

The state of Utah in the USA has its niche as an outdoor and adventure destination and benefits from its growing popularity, which attracts both young and well-travelled tourists looking for a unique experience. The Rocky Mountaineer train completed its third year of operations connecting Moab to Colorado, and Utah Tourism finds this to be an attractive experience for the MICE and retired traveller groups. Utah is leading the world in designated Dark Sky parks and is witnessing new tour operators and resorts opening new Dark Sky viewing tours across the state to take in their Astro tourism offerings. Both of these attractions have gained prominence for the destination in 2023.

Confronting the Biggest Challenge

Leading the way for Utah tourism, the major challenge in 2023 was visa interview openings across top markets such as India, China, and Mexico as the U.S. Consulate looks to restaff their organisations post-pandemic. Given the substantial importance of the Chinese market for their overall international visitor impact, the sluggish recovery in the market has noticeably affected the state’s tourism, particularly in destinations well-equipped for charter bus tours.

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