What's Happening?
Utah's tourism industry has successfully completed its second bi-annual virtual B2B appointments with key travel trade and tour operator partners from Australia and New Zealand. This initiative allowed
19 Utah tourism partners, representing various destinations and businesses across the state, to engage in over 324 scheduled meetings with 23 Australian and New Zealand partners. The virtual format provided an efficient and cost-effective way to share updates and new product offerings for 2026. Highlights include the extension of the Rocky Mountaineer 'Canyon Spirit' train journey to Salt Lake City, the new Black Desert Resort and PGA Golf Course in St George, and the expansion of the Deer Valley East ski development. Additionally, a rare public Open House at the Salt Lake City Temple is scheduled from April to October 2027, following eight years of restoration.
Why It's Important?
This development underscores Utah's strategic efforts to strengthen its position as a premier travel destination for Australian and New Zealand tourists. By leveraging virtual platforms, Utah is able to maintain and enhance its international tourism relationships despite geographical distances. The introduction of new attractions and itineraries, such as the expanded train journey and the unique Open House event, are likely to boost tourism interest and bookings. This could lead to increased economic benefits for Utah's tourism sector, as well as greater cultural exchange and international visibility for the state.
What's Next?
Looking ahead, Utah's tourism industry is poised to capitalize on the positive response from the Australian and New Zealand markets. The new offerings and itineraries are expected to be promoted heavily by trade partners, potentially leading to increased tourist arrivals in the coming years. The scheduled Open House at the Salt Lake City Temple presents a unique marketing opportunity to attract visitors interested in cultural and historical experiences. Continued virtual engagements and strategic partnerships will likely play a crucial role in sustaining and growing Utah's international tourism footprint.
