With an objective to create awareness about its destination, Utah Office of Tourism has stepped up its trade and consumer efforts in the Indian market. The tourism body organized tourism missions in India between January 16 to 20, covering the cities of Mumbai and New Delhi.
“We have been having a representation firm (AVIAREPS) in India for the past one and a half years. With the pandemic situation improved, we wanted to come and engage with the Indian travel trade and media. We are currently in a phase where our priority is to create awareness and education about Utah in the Indian market. Our interactions with travel agents have been positive. Travel agents here are ready to expand beyond East and West Coast of the US. and sell more immersive and outdoor products like Utah,” said Rachel Bremer, Global Markets Director, Utah Office of Tourism
The Utah Office of Tourism is introducing a new training platform, Utah Specialist Academy for Indian travel agents next month giving them an opportunity to be certified as Utah specialists.
While throwing light on the efforts that were taken to increase its market share from India in 2022, Zach Fyne, Global Markets Specialist, Utah Office of Tourism said, “Bringing a new destination on the other side of Earth to a market as massive as India is a challenge which we have been thrilled to take on. Our India representative company, AVIAREPS has spent 2022 travelling across the country and beyond to create the right brand awareness by organizing sales trips in cities including New Delhi, Hyderabad, Bangalore, Kolkata, Punjab and Mumbai.
“Trade roadshows were conducted in states including Gujarat, Tamil Nadu and Maharashtra. Moreover, partnering with affluent consumer media platforms and maintaining a presence on the India-targeted social media platforms has played an instrumental role in reaching the consumer market.”
The tourism board has chalked out a robust plan for the Indian market that includes working with social media influencers, strengthening digital presence with OTAs, hosting FAM trips for travel agents, and launching B2B as well as B2C marketing campaigns.
The tourism board will be focusing on experiences like road trips, skiing and its national parks to be promoted in the Indian market. Apart from leisure, VFR and luxury segment, it is targeting the Indian MICE segment.
“We are looking to host incentive groups of 50-100 pax in strength. We have some interesting lodges that can host archery or horse riding for team-building activities. Incentive groups can also enjoy hiking in our national parks,” concluded Bremer.