Tourism Breaking News
India made a meaningful impact on Utah’s growth in 2025, both in volume and value, says Tera Atwood, Global Markets Manager, Utah Office of Tourism. “Indian travellers often stay longer and engage more deeply with local experiences. They remain a key emerging long-haul market for us, and we anticipate this growth to continue in the upcoming year. This past year, Utah welcomed approximately 17,000 visitors from India. We saw steady increases in visitation and engagement. This was supported by growing interest from Indian travel trade, as well as strong participation from our communities across the state. This momentum all leads to strengthening our communities and supporting local businesses, and above all reinforces why it’s so important for us to keep investing in India.”
The NTO’s most successful efforts in 2025 were driven by consistent in-market presence and relationship building. With the support of AVIAREPS India, Utah was able to work closely with trade partners to ensure it was present at the right trade shows and industry moments in India, where real conversations and connections are happening. Atwood adds, “We also hosted a familiarization trip in June with leading tour operators, giving them time in Utah to truly experience the destination so they could further develop their product for our destination. That was followed by our first-of-its-kind reverse sales mission in the fall, which welcomed Indian buyers to Utah and allowed them to begin building relationships with our in-state partners and gain a deeper knowledge of Utah. At the heart of all of these efforts is developing relationships built on trust. When we take the time to build genuine connections, we begin to develop trust with the Indian market and show them that we don’t just want their business, we want to welcome them as friends and offer experiences that they can feel confident in offering to their clients.”
The goal for 2026 for Utah Office of Tourism is not just growth, but thoughtful growth that benefits both visitors and Utah’s destinations. “Our priorities include expanding trade engagement through strategic partnerships, and continuing to position Utah as a destination that offers a range of experiences, from iconic landscapes to family-friendly experiences. We are looking forward to starting off the year by attending the Brand USA sales mission in Bengaluru in January, where we will be able to focus on fostering relationships that ensure Indian travelers feel valued and understood, while driving meaningful impact for communities across our beautiful state,” Atwood shares.
