Thanks to the beauty of technology and a partnership with TravMedia, Utah’s tourism industry was able to “pivot” from their annual sales mission to the Australian and New Zealand marketplace, to a virtual sales mission connecting key Utah tourism industry partners and tour operator from Australia and New Zealand in real time.
Twelve of Utah’s tourism industry partners including Visit Greater Zion, Park City Convention and Visitors Bureau, Ski Utah and Bryce Canyon, met with seventeen Aussie and Kiwi tour operators in virtual booths for one-on-one appointments for a total of 204 appointments over two days.
New Zealand’s House of Travel Commercial Manager Product, Paula Watson said, “I found this event so interactive and such a good platform to work from. I have learnt heaps about this awesome state. Your virtual sales mission was perfect timing for me to connect with all these amazing Utahans.”
Visit Utah has been actively supporting and working with the travel trade in both Australia and New Zealand throughout the COVID-19 pandemic. From Talk it Tuesday and Webinar Wednesdays agent training, Virtual Activations, Snow Traveller Talks (Ted Talks style series), mountain bike events with agents, cooperative inspiration campaigns with tour operators, the Walker Tracker Program (designed to motivate agents to get off the sofa in 2020) and the Snow Travel Expos in Australia – Visit Utah has been at the forefront of innovation and inspiration for the travel trade and consumers in 2020 and 2021.
As a result of continuous in-market activities and funding by Visit Utah around the world, US Travel Market Insights latest research data shows Utah trending five percent ahead of competitive destinations for international travel recovery.
Utah continues to hear from tour operator partners that Utah, as a USA destination, will be high on the list of places for Australian and New Zealanders to visit in the future. With wide open spaces and outdoor experiences, state and national park icons like Zion and Bryce, the NEW Rocky Mountaineer train journey “Rocky to Red Rocks” from Colorado to Utah, Utah’s internationally renowned ski resorts, some of America’s most famous film sets (Forest Gump, the Lone Ranger, Thelma & Louise), responsible and sustainable travel and twenty-two Dark Sky International Parks to experience, tour operators say this will be just what their clients will be looking for in the new era of travel.