Spending of Indian travellers is projected to grow by over 200% from 2019 to 2028, Atwood in her new role, aims to strengthen travel trade relationship and develop targeted campaigns for Indian travellers.
The Utah Office of Tourism has appointed Tera Atwood as its new Global Markets Specialist. Atwood’s role will focus on increasing Utah’s visibility among Indian travellers, strengthening travel trade relationships, and developing targeted campaigns to position Utah as a must-visit U.S. destination.
Sharing her enthusiasm, Atwood stated, “I have always been captivated by India’s rich cultural heritage, warm hospitality, and incredible diversity. With a rapidly growing economy, an expanding global influence, and a diverse community of travellers seeking new experiences, India is an exciting and dynamic market to engage with. My key priority is to position Utah as a premier destination for Indian travellers. By showcasing our iconic landscapes, world-class adventures, and luxury experiences, Utah is the perfect place to satisfy the craving for unforgettable international travel.”
In 2024, Utah surpassed 2019 visitor spending and visitation levels, with tourism contributing over USD 12 billion in visitor spending in 2023. Indian travellers alone are said to spent USD 16.7 million in Utah last year, making India one of the fastest-growing visitor markets for the state. With visitor spending from India projected to grow by over 200% from 2019 to 2028, Utah aims to expand its brand presence and engagement in the region.
With a focus on market expansion, Atwood aims to strengthen trade partnerships, enhance media engagement, and develop strategic campaigns to highlight Utah’s diverse offerings. She added, “My goal is to differentiate Utah as a must-visit destination and extend a warm welcome to Indian travellers seeking breathtaking experiences.”
In her role, Atwood will also manage key markets across the Asia-Pacific (APAC) region—including India, Australia, New Zealand, and China—as well as Canada and Mexico. She will collaborate with in-market representatives, offer market insights, and drive strategic initiatives to enhance Utah’s global presence.