May 28, 2025: The Utah Office of Tourism and its Utah partners have recently concluded a highly productive winter sales mission to Australia, aimed at inspiring Australian travellers to choose Utah for their next USA winter holiday. The mission focused on showcasing the unparalleled “Greatest Snow on Earth” and the stunning landscapes of Southern Utah’s Greater Zion region as an ideal combination for an unforgettable travel experience.

The timing of the mission coincided with encouraging data from the National Travel and Tourism Office (NTTO), released this month, which revealed an eight percent year-on-year increase in visitors from Australia and New Zealand to the USA in April. This surge saw 94,000 arrivals compared to 87,000 in April 2024. Increased air capacity from the market, coupled with the Easter holidays falling in April, are likely contributing factors to this positive growth.

Utah’s presence was significant at the consumer-focused Snow Travel Expos held in both Melbourne and Sydney on the 18th and 25th May. This year featured an expanded footprint, including the debut of their engaging new YETI activation, which drew considerable attention from attendees.

In addition, Delta Air Lines and Hawaiian Airlines partnered with Utah to offer exclusive flight specials to Salt Lake City at the Snow Travel Expos and key ski wholesalers were also on hand promoting their Utah snow packages.

Partners from Utah who made the trip to Australia included: Ski Utah (Raelene Davis and Alison Palmintere), Park City CVB (Megan Collins) and Greater Zion Tourism (Joyce Kelly). Their participation underscored the unified effort to promote Utah as a premier winter destination.

Finally, to thank the travel trade industry for their ongoing support and promotion of Utah, key ski wholesale partners, their VIP travel advisor clients, and travel trade media were hosted onboard Ghost 2 on the second annual Ski Utah & Vivid Cruise. This event provided a valuable opportunity to further strengthen relationships and showcase Utah’s unique appeal.

“We’ve had an incredibly successful mission in Australia, and the enthusiasm for Utah’s winter offerings is at an all-time high,” said Corey Marshall, Account Director for Utah Office of Tourism in Australia.“   Marshall added, “The recent NTTO data highlighting the growth in Australian visitors to the USA is very encouraging, and we’re confident that this winter mission showcasing The Greatest Snow on Earth®, combined with the breathtaking landscapes and National Park and state parks in the Greater Zion region, we can continue to inspire Australians to choose Utah for their next winter adventure.”