The Utah Office of Tourism, in collaboration with AVIAREPS India, recently wrapped up the Utah Reverse Mission 2025, an innovative initiative designed to enhance both tourism and trade connections between India and Utah. This program brought eight prominent Indian travel buyers to experience the captivating landscapes and culture of Utah, facilitating direct business interactions with 41 local vendors, including destination marketers, hoteliers, and tour organizers.

Instead of a typical sales mission, this reverse approach invited international partners directly to Utah. This resulted in over 320 individualized business meetings and dynamic encounters across renowned sites like Zion National Park, Bryce Canyon, and Salt Lake City. Tera Atwood, Global Markets Manager from the Utah Office of Tourism, emphasized its importance, stating, “India is one of Utah’s most promising emerging markets, and this mission allowed us to truly connect with Indian travel professionals meaningfully.”

Participants enjoyed a rich agenda, which featured activities like hiking through red rock canyons, taking part in indigenous-led tours in Monument Valley, and discovering the urban charm of Salt Lake City. The mission functioned not only as a travel familiarization trip but also as a platform to foster collaboration and build relationships between Indian travel experts and Utah’s tourism sector.

The strong positive reception from both parties paves the way for future collaborations and a rise in visitors from India to Utah. In 2025, India ranked ninth in terms of visitor expenditure in Utah, with predictions forecasting a 16% increase in spending from 2024 to 2030.