Utah Strengthens Ties with India Through First-Ever 'Reverse Mission' Initiative

In a groundbreaking initiative aimed at deepening tourism and trade ties between India and Utah, the Utah Office of Tourism, in collaboration with AVIAREPS India, successfully concluded the Utah Reverse Mission 2025.

What Happened
- The Utah Office of Tourism, in collaboration with AVIAREPS India, launched the first-ever “Reverse Mission” program.
- Instead of Utah representatives traveling to India, the model was flipped: eight leading Indian travel buyers were invited to Utah.
- They engaged with 41 local sellers (DMOs, hoteliers, tour operators, and experience providers) through 320+ one-on-one business meetings.

Experiences & Destinations
Participants explored six key destinations:
- Zion National Park Area
- Bryce Canyon National Park Area
- Kanab
- Bluff
- Moab
- Salt Lake City

The itinerary blended adventure, culture, and community engagement—from hiking red rock canyons to indigenous-led tours in Monument Valley, and enjoying Utah’s mountain towns and urban culture.

Why It Matters
- India is Utah’s #9 market in visitor spending (2025) and is forecasted to grow 16% from 2024–2030.
- The initiative strengthens tourism, trade ties, and cultural exchange between India and Utah.
- It moves beyond transactional trade shows, focusing on relationship-building and immersive experiences.

Voices from the Mission
- Tera Atwood, Global Markets Manager, Utah Office of Tourism: emphasized the importance of firsthand exposure to Utah’s landscapes and hospitality for building lasting partnerships.
- Harold Simpson, Simpson’s Trailhead Tours: highlighted that “when you feel the land, you want to return. When you meet the people, you want to support them.”

Broader Impact
This initiative is seen as a platform for collaboration and inspiration, setting the stage for increased visitation from India and deeper people-to-people connections.