What's Happening?
Utah's tourism industry has recently completed its second bi-annual virtual B2B appointments with key travel trade and tour operator partners from Australia and New Zealand. This event involved 19 Utah tourism partners,
representing various destinations and businesses across the state, engaging in over 324 scheduled meetings with 23 Australian and New Zealand partners. The virtual format allowed Utah tourism representatives to share updates and new product offerings for 2026 directly with their trade partners. 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.
Why It's Important?
This initiative underscores Utah's commitment to strengthening its position as a premier travel destination for Australian and New Zealand tourists. The virtual meetings facilitate direct engagement with key trade partners, enhancing Utah's visibility and appeal in these markets. The introduction of new attractions and itineraries, such as the expanded train journey and the unique opportunity to tour the Salt Lake City Temple, are expected to boost tourism interest and bookings. This could lead to increased economic benefits for Utah's tourism sector, as well as broader exposure to international visitors seeking diverse travel experiences.
What's Next?
Utah's tourism industry is poised to capitalize on the positive response from the Australian and New Zealand markets. With new products and experiences on offer, Utah aims to attract more tourists in the coming years. The industry will likely continue to engage with international partners through similar virtual events, ensuring that Utah remains a top choice for travelers seeking adventure and natural beauty. The upcoming public Open House at the Salt Lake City Temple is expected to draw significant interest, providing a unique cultural experience for visitors.
