TORONTO — The Utah Office of Tourism has a new incentive program for Canadian travel advisors, timed with the rollout of the enhanced Utah Specialist Academy 2.0.
Designed to increase engagement, deepen destination knowledge and drive visitation, the program rewards both newly certified and existing Utah Specialists with the opportunity to experience Utah firsthand.
Kicking off tomorrow, April 21, and running through June 15, the campaign invites Canadian travel advisors to complete the updated Utah Specialist Academy 2.0 for a chance to win a coveted spot on an exclusive Utah FAM trip.
Advisors who successfully complete the program during the campaign period will automatically be entered into a draw for a chance to participate in a small-group FAM experience, taking place between Sept. 1 and Dec. 31, 2026. The itinerary will highlight Utah’s diverse landscapes, outdoor adventures, and unique regional experiences.
In addition to recruiting new specialists, the incentive also recognizes the value of existing Utah Specialists. Certified advisors are invited to apply for a unique opportunity to design their own Utah journey by submitting a proposed itinerary along with a short statement explaining why they would like to host the Utah FAM.
One standout applicant will be selected to embark on a self-drive FAM trip, bringing their personalized Utah itinerary to life.
“We’re excited to introduce this dynamic, multi-tiered, incentive program as part of our broader strategy to grow and engage our Canadian travel trade partners,” says Corey Marshall, Account Director, The Utah Office of Tourism. “Utah Specialist Academy 2.0 is a powerful tool for advisors, and this initiative not only encourages completion, but also rewards advisors with meaningful, firsthand destination experiences that translate directly into stronger sales.”
Canadian travel advisors can enroll and complete the Utah Specialist Academy 2.0 by visiting visitutahspecialistacademy.com
Existing Utah Specialists can submit their FAM hosting application here.
