The Utah Office of Tourism has concluded a high-impact winter sales mission to Australia, boosting awareness of the U.S. state as a top-tier winter destination and building on growing visitor numbers from the market.
Timed to align with the Snow Travel Expos in Melbourne and Sydney, the mission highlighted Utah’s renowned ski slopes and the scenic wonders of Southern Utah’s Greater Zion region.
The visit came amid encouraging data from the National Travel and Tourism Office (NTTO), showing an eight per cent year-on-year increase in Australian and New Zealand visitors to the U.S. this April. The uptick, which saw arrivals rise to 94,000, was likely fuelled by added air capacity and the timing of Easter holidays.
Snow, scenery and strong engagement
Utah’s presence at the Snow Travel Expos — held in Melbourne on 18 May and Sydney on 25 May — featured an expanded footprint and the debut of a new YETI activation, drawing strong interest from attendees. The campaign centred on Utah’s signature slogan, The Greatest Snow on Earth®, while promoting the unique combination of ski experiences and red rock adventures in Greater Zion.
Airline partners Delta Air Lines and Hawaiian Airlines supported the mission with exclusive flight deals to Salt Lake City. Key ski wholesalers also promoted tailored packages to Utah’s world-class ski resorts.
Industry collaboration and celebration
Travelling Utah partners included representatives from Ski Utah, Park City CVB and Greater Zion Tourism, underscoring the state’s unified approach to trade and consumer engagement.
To thank the Australian travel trade, the Utah team hosted wholesale partners, VIP travel advisors and media on the second annual Ski Utah & Vivid Cruise aboard Ghost 2 in Sydney. The event served as a valuable opportunity to strengthen relationships and showcase Utah’s winter appeal.
Momentum builds for Utah in the Australian market
Corey Marshall, Account Director for the Utah Office of Tourism in Australia, said the mission’s success reflects the strong momentum in the market. “The enthusiasm for Utah’s winter offerings is at an all-time high,” he said.
“With the NTTO data confirming visitor growth and our expanded promotions, we’re confident Australians will continue to see Utah as their ideal U.S. winter destination.”
With its iconic ski resorts, national parks and striking desert landscapes, Utah offers a winter experience like no other — one that blends adventure, accessibility and natural beauty.
