In a pioneering effort to strengthen tourism and trade ties between India and Utah, the Utah Office of Tourism, in partnership with AVIAREPS India, successfully concluded the Utah Reverse Mission 2025 — a first-of-its-kind program designed to bring Indian travel experts directly to Utah for immersive learning and business engagement.
Unlike traditional sales missions where international partners visit India, the Utah Reverse Mission flipped the model, bringing eight leading Indian travel buyers to Utah to meet and engage with 41 local sellers, including destination marketing organizations (DMOs), hoteliers, tour operators, and experience providers.
Spanning Utah’s iconic landscapes — from the red rocks of Southern Utah to the majestic peaks of the North — the mission facilitated over 320 one-on-one business meetings and immersive experiences across six key destinations: Zion National Park Area, Bryce Canyon National Park Area, Kanab, Bluff, Moab, and Salt Lake City.
“India is one of Utah’s most promising emerging markets, and this mission allowed us to truly connect with Indian travel professionals in a meaningful way. By giving them firsthand exposure to Utah’s landscapes, culture, and hospitality, we’ve strengthened the foundation for future partnerships and increased collaboration between our two markets,” said Tera Atwood, Global Markets Manager, Utah Office of Tourism.
Participants experienced Utah through a curated itinerary blending adventure, culture, and community engagement — from hiking red rock canyons and joining indigenous-led tours in Monument Valley to exploring scenic mountain towns and Salt Lake City’s vibrant urban life.
The initiative also emphasized the growing relationship between India and Utah, highlighting potential for cultural exchange, tourism development, and people-to-people connections. India is ranked #9 in visitor spending for Utah in 2025 and is forecasted to grow 16% from 2024 to 2030.
“Having participated in many trade shows over the years, I know how competitive and transactional they can be. This was different. It was relational. The tour operators didn’t just hear about our offerings, they lived them. And that’s what makes the sale easy. When you feel the land, you want to return. When you meet the people, you want to support them,” said Harold Simpson, Simpson’s Trailhead Tours.
From red rock formations to snow-capped peaks, from outdoor adventures to indigenous culture, the Utah Reverse Mission 2025 was more than a business exchange — it was a journey of connection, learning, and inspiration, bringing India closer to Utah.
