UTAH SEDUCES TRAVELERS WITH INDIGENOUS EXPERIENCES IN 2025
In a compelling and dynamic press conference at IPW 2025 on June 18, the Utah Office of Tourism (UOT) captivated an audience of international media with its sweeping vision for the future of tourism in the Beehive State.
From the launch of a groundbreaking Salt Lake City–Incheon nonstop flight to the upcoming 2034 Winter Olympics and Paralympics, Utah made it abundantly clear: this is a destination where innovation, culture, adventure, and global connectivity converge.
Hosted at McCormick Place Convention Center during the U.S. Travel Association’s premier international travel trade show, the Utah presentation did more than showcase a place—it painted a vibrant picture of what’s next for a state already brimming with possibilities.
SKY’S THE LIMIT: SALT LAKE CITY’S GLOBAL CONNECTION
Central to Utah’s evolution as a globally recognized tourism hub is the Salt Lake City International Airport (SLC). As the 23rd busiest airport in the U.S., SLC continues to rank among the best for on-time performance—first in North America and fourth globally.
Now, SLC is turning heads internationally with the launch of nonstop service to Incheon, South Korea, which began June 12. Running daily from June to October and three times a week during the winter season, this new connection opens the door to Korean travelers eager to explore Utah’s national parks, ski resorts, and cultural sites. With 14 airlines and more than 330 daily departures to over 100 global destinations, Utah is stepping firmly onto the world stage.
And it’s only getting better. The airport is undergoing a $5.1 billion redevelopment, scheduled for completion in fall 2026. The project will expand the airport to 94 gates, ensuring Utah remains an accessible and welcoming destination for decades to come.
THE 2034 WINTER OLYMPICS: A LEGACY RENEWED
The announcement that Salt Lake City will host the 2034 Winter Olympics and Paralympics sparked excitement throughout the press event. And for good reason—Utah has Olympic credentials like no other. The state previously hosted the 2002 Winter Games, widely regarded as one of the most successful in history, both in terms of performance and profitability.
Utah continues to punch above its weight in the winter sports world. More than 35% of Team USA Olympians have ties to Utah—either born, trained, or educated in the state. The slogan “The Greatest Snow on Earth®” isn’t just marketing speak; it’s a lived experience for Olympians who know Utah’s terrain is both technically elite and stunningly beautiful.
Since 2002, Utah has hosted more than 50 World Cup and World Championship events, cementing its reputation as a global winter sports capital. The 2034 Games will only deepen that legacy and further elevate Utah’s standing as a four-season playground with world-class infrastructure.
ROLLING OUT THE REEL: UTAH FILM TRAIL
Utah’s cinematic legacy is equally compelling, and the state is celebrating 100 years of movie-making magic with the launch of the Utah Film Trail. This new initiative marks iconic filming locations with physical markers, inviting travelers to follow in the footsteps of Hollywood greats—from Paul Newman in Butch Cassidy and the Sundance Kid to the cast of High School Musical.
Utah’s varied landscapes have long attracted directors and producers, beginning with Westerns like The Covered Wagon(1924) and continuing today with major productions like The Chosen and Kevin Costner’s Horizon: An American Saga. The Film Trail blends pop culture with geography, creating immersive experiences for travelers and cinephiles alike.
By fall 2025, 30 markers are expected to be installed across the state, adding a cultural layer to existing road trips and offering a new draw for international visitors seeking “set-jetting” adventures.
SPOTLIGHT ON INDIGENOUS TOURISM
One of the most meaningful moments of the presentation came when Louis Williams, founder of Ancient Wayves, took the stage. Williams, a Diné (Navajo) guide, spoke with passion about the importance of Indigenous tourism, environmental stewardship, and the power of local voices.
“Come on out for an Indigenous tour in this Indigenous landscape,” he urged the audience, emphasizing that travel can be both educational and respectful when led by those who call the land home. Ancient Wayves offers guided tours through the awe-inspiring red rock landscapes of southeastern Utah, weaving in traditional stories, sacred sites, and ecological insight.
This emphasis on community-based, culturally informed tourism is part of Utah’s broader vision: one that prioritizes not just where you go, but who tells the story.
BEYOND THE MOUNTAINS: WHAT’S NEW IN 2025 AND BEYOND
Several other exciting developments were previewed during the event:
- Deer Valley Resort is undergoing a massive expansion, including 16 new lifts, 135 trails, and four new peaks. This will make it one of the largest ski resorts in North America and solidify Utah’s place in the alpine elite.
- Canyon Spirit, the luxurious rail experience operated by Rocky Mountaineer, will add a Salt Lake City extension to its Denver route starting in 2026. The three-day journey features views of the Colorado River and Utah’s famous red rock formations.
- In a rare opportunity, the Salt Lake Temple will open to the public for an Open House Celebration from April to October 2027. This sacred site—closed to the public for over 130 years—will host multilingual tours and offer a once-in-a-lifetime glimpse into Utah’s spiritual heritage.
A DESTINATION WITH DEPTH
As the Utah Office of Tourism made clear at IPW 2025, this isn’t just a state of scenery—it’s a state of innovation, legacy, and connection. Whether you come for the powder, the parks, the film sets, or the cultural stories, Utah offers something deeply authentic.
And with new flights, global visibility, and the Olympic torch once again en route, Utah is proving that it’s not only ready for the world—it’s ready to welcome it.
Learn more at visitutah.com and follow @VisitUtah on your favorite platforms for updates, inspiration, and insider tips.
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