TravTalk India Online Magazine
Having recently concluded a three-city sales mission, Utah Office of Tourism has revealed a three-year plan for the India market. This includes working extensively with the tour operators on Utah-focused itineraries, as well as creating a multi-state trip to lure in the visitors.
Hazel Jain
India is a primary emerging market with substantial growth potential, says Zach Fyne, Global Markets Specialist at Utah Office of Tourism. “India stands out as one of the most stable tourism markets, showcasing remarkable resilience amid global fluctuations. Utah’s positioning among the top 10 destinations for Indian visitors reflects the tremendous potential and appeal our state holds. Our aim is to encourage Indian visitors to extend their stays and increase their spending in the state,” he adds.
In 2022, Indian visitors boosted Utah’s economy by US$8.7 million, spending an average of US$2,391.95 per visitor. The state saw a 5 per cent growth in Indian visits compared to 2019, reaching around 8,700 visits. Looking ahead, Utah expects a substantial 42.6 per cent increase in Indian visitation and a remarkable 203.9 per cent surge in projected visitor spending from 2019 to 2027. Rachel Bremer, Global Markets Director, Utah Office of Tourism, says that the Indian visitor is a high-value one, just below Australia and China. “It is not exponential growth but it is good to see that we have surpassed 2019 growth level. They are in the top 10 spenders in the US. But we see a lot of growth potential and India is an emerging market for Utah,” she says.
Their three-year plan is to have set departure tours from India with Utah focussed itinerary in partnership with each of India’s top five tour operators. “We also want to create a Yellowstone loop or a Grand Canyon multi-state with a minimum three-night stay in Utah with the top five operators in India. At least five Utah itineraries must include non-national park attractions,” she adds. For FITs, Utah wants at least 10 agencies to include the state in their website promotions and with a minimum of four-night stay.
The Utah Specialist Academy training programme has received about 700 registrations and 250 completions, which Bremer says is the highest number of registrations and completions Utah has seen for its programme.
What’s New in Utah
- 2024 marks a century since the first movies were filmed in Utah. The state will celebrate this milestone with a year-long series of events.
- Utah’s Salt Lake City International Airport underwent a ground breaking US$ 5.1 billion rebuild, making it the first new US hub airport in the 21st century. Boasting 76 new gates, the airport now offers 320 daily departures to over 90 nonstop destinations.
