The events saw participation from 70+ leading travel trade partners and media representatives, underlining India’s growing importance as a high-value long-haul market for Utah. Indian visitation to Utah is projected to grow by approximately 10% by 2030, while spending from India is expected to increase by nearly 28%, reflecting longer stays, higher-value travel, and deeper destination engagement. Utah currently ranks 7th among U.S. states visited by Indian travellers, highlighting strong awareness alongside significant growth potential.
A key experiential highlight of the events was the Guided Glass Gardens – A Utah Landscape Terrarium Making Experience, a hands-on activity inspired by Utah’s diverse natural landscapes. Through the guided session, guests metaphorically “built their own Utah,” reflecting the destination’s balance of nature, creativity, sustainability, mindful luxury, and wellness. The experience encouraged relaxed interaction and networking while offering a memorable takeaway aligned with Utah’s outdoor and scenic identity.
Commenting on Utah’s engagement with India, Tera Atwood, Global Markets Manager, Utah Office of Tourism, said: “India is a priority market for the State of Utah, and our focus is on building long-term, high-value engagement. We are seeing Indian travellers stay longer, explore more deeply, and seek destinations that offer variety within a single journey—something Utah is uniquely positioned to deliver. Through these events, supported by immersive touchpoints, we reinforced Utah’s diversity, year-round appeal, and our commitment to growing meaningful partnerships with the Indian travel trade.”
Indian travellers are increasingly spending more time in Utah and engaging more meaningfully with the destination, signalling growing confidence in its ability to support immersive and well-paced itineraries. Travellers from India are gravitating toward destinations that combine dramatic scenery, strong infrastructure, and multi-generational appeal—an area where Utah stands out by offering iconic landscapes, scenic road trips, family-friendly experiences, and urban comforts within a single itinerary. Family-focused travel and immersive road trips are expected to continue driving growth in 2026, supporting longer stays and experience-rich itineraries.
Winter travel was also highlighted as a compelling opportunity to experience Utah differently. With world-class snow, easy access to ski resorts, and five iconic national parks within the same state, travellers can seamlessly combine winter getaways with national park visits. Utah’s unique geography further allows visitors to experience multiple seasons and climates in one trip, pairing alpine environments and cool mountain air with desert landscapes and warmer weather within a few hours’ drive.
Sustainability remains integral to Utah’s tourism approach, with a focus on encouraging travel beyond peak seasons, supporting local communities, and promoting guided, experience-led travel. Looking ahead to 2026, the Utah Office of Tourism remains committed to thoughtful growth, deepening trade partnerships, expanding education, and supporting itinerary development that benefits travellers, trade partners, and Utah’s local communities alike—further strengthening the bridge between India and Utah.
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