TORONTO — The Utah Office of Tourism is doubling down on its marketing efforts aimed at Canadian travellers, and the travel trade.

“Now is the time to push forward even more,” said Tera Atwood, Global Markets Manager for the Utah Office of Tourism, in an interview with Travelweek.

“We’re absolutely still committed to Canada. We’re not naive. But now is not the time to pull back,” she said.

Atwood and her Utah delegation welcomed many of the Canadian travel trade’s Utah Specialists at ‘An Evening of Appreciation’ last night at Toronto’s stylish Gladstone Hotel.

Travel advisors networked with local Utah tourism board reps and then enjoyed destination updates, followed by a prize draw. Allana Haines with Marlin Travel was the lucky winner of the prize trip to Utah.

EXPERIENTIAL TRAVEL & THE UTAH FILM TRAIL 

Canada is Utah’s top international market, outpacing the second largest (China) by nearly double. The projected numbers from Canada for 2025 show a 11% YOY decrease. “It is down. But given the current climate, and compared to many destinations,  all things considered Canadian visitation to Utah is still doing quite well,” noted Atwood.

The new phenomenon of ‘quiet tourism’ is alive and well for Canadian travellers heading to Utah and other U.S. destinations, she added. Many are focused on experiences in Utah that they can’t get anywhere else. “That’s what we’re noticing more. Instead of saying I’m going to the U.S., they’re going for experiences. It could be a trip to Moab, the gateway to two of our national parks, or sports events like the Salt Lake City marathon coming up this weekend.”

Utah is also huge for film tourism, drawing many dedicated travellers. In 2024 the state celebrated 100 years of film shoots, and the Utah Film Trail is a self-drive trip offering 32 iconic movie locations – from Thelma & Louise, to Butch Cassidy and the Sundance Kid and many more – all mapped out for cinephiles.

UTAH SPECIALIST ACADEMY 2.0

Earlier this week the Utah Office of Tourism launched 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.

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.

“I feel like there’s always more to learn,” said Atwood, when asked about Utah Specialist Academy 2.0.

She later told the event’s travel advisors, including many Specialists: “None of the visitation to Utah from Canada would happen without your efforts.”

UTAH LIFT

Air Canada’s announcement earlier this week about temporarily suspending its Salt Lake City flights from Toronto, part of a handful of capacity cuts brought on by the ongoing oil supply crisis amid the Iran war, certainly wasn’t good news for the Utah Office of Tourism.

But Atwood is optimistic. “The flights continue until the end of June, and the plan is for the route to return next year,” she said.

Other lift options to SLC include Delta Air Lines flights from Toronto (summer), WestJet flights from Edmonton (summer), and Delta Air Lines flights from Vancouver and Calgary (year-round). Atwood also noted that Zion National Park is 1.5 hours from Las Vegas.

Of course Zion National Park is just one of Utah’s famed ‘Mighty 5’. There’s also Canyonlands National Park, Capitol Reef National Park, Arches National Park and Bryce Canyon National Park. Atwood called the Mighty 5 “our crown jewel.”

DARK SKIES & MILLIONS OF STARS

Utah is also the leader in Dark Sky Certifications, and home to The Greatest Snow on Earth. “It is literally powder and a very unique experience,” said Atwood. Speaking of sports, Utah will host the 2034 Winter Olympics and Paralympic Games. The state is also home to professional sports teams including the NHL’s Utah Mammoth, making it a growing market for sports travel.

On hand at last night’s event, tourism board reps included Denise Graham with Visit Salt Lake. Known as ‘America’s Mountain City’, Salt Lake City boasts a compact and walkable downtown, and an ideal combination of mountain adventure and city experiences. The city is looking forward to the Salt Lake Temple open house, April 5 – Oct. 1, 2027, a rare opportunity to see inside this incredible structure. Salt Lake City is also thrilled with Rocky Mountaineer’s new Denver to Salt Lake City route, said Graham.

Heber Valley is home to four-season mountain adventure, with skiing, fly fishing golf and more, said Heber Valley Tourism’s Jana Brown. Meanwhile the pretty town of Logan, UT, just 90 minutes from Salt Lake City and four hours from Yellowstone, is a cultural gem with three historic theatres in one block and 200+ live events in summer. Logan also has the American West Heritage Center and Logan Canyon National Scenic Byway. And in Utah’s Canyon Country, there’s Goosenecks State Park, the famed Valley of the Gods, Natural Bridges National Monument and Needles District of Canyonlands National Park, plus no fewer than six Dark Sky Parks & Places.

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.

Lead image caption: Jana Brown, Heber Valley Tourism; Denise Graham, Visit Salt Lake; Tera Atwood, Global Markets Manager for the Utah Office of Tourism; Allison Yamamoto-Sparks, Utah’s Canyon Country; Yazdan Bakhtiary, Partner Regional Sales, Air Canada