Rachel Bremer, Global Markets Director at the Utah Office of Tourism
Sheema Vohra, Managing Director of Sartha Global Marketing
Utah is stepping up its efforts to attract Indian travellers with the appointment of Sartha Global Marketing LLP as its official India representative, as the US state seeks to build awareness of its year-round tourism experiences and tap into growing demand for nature-led and experiential travel.
The Utah Office of Tourism has appointed Sartha Global Marketing LLP to lead its representation in India, strengthening the destination’s engagement with the country’s travel trade, media and outbound tourism market.
Under the new partnership, Sartha will spearhead public relations, marketing and trade engagement initiatives designed to position Utah as a compelling year-round destination for Indian travellers. The appointment is part of the state’s broader strategy to deepen its presence in one of the world’s fastest-growing outbound travel markets.
The official Travel Utah international trade portal lists Sartha Global Marketing as Utah’s India representative, confirming the agency’s role in the market.
India Emerges as an Important Market
India’s importance to Utah’s international tourism strategy has been steadily increasing. The country ranked ninth in visitor spending in Utah in 2025, while forecasts indicate that spending by Indian visitors could increase by 16% between 2024 and 2030.
The anticipated growth reflects several factors, including sustained demand for long-haul travel, improving air connectivity to the United States and increasing interest among Indian travellers in immersive, outdoor and experience-driven holidays.
For Utah, the Indian market represents an opportunity to broaden the state’s international visitor base while encouraging travellers to look beyond traditional US destinations.
A Year-Round Destination for Indian Travellers
Utah’s tourism proposition is strongly centred on its distinctive landscapes and outdoor experiences.
The state offers skiing and snowboarding during the winter season, while warmer months bring opportunities for hiking, biking, fishing, boating and whitewater rafting.
Its portfolio of national parks, national monuments and state parks is another major attraction, giving visitors access to some of the United States’ most dramatic natural landscapes.
Beyond its outdoor attractions, Utah also offers cities and communities with distinctive local character, history, heritage, arts and cultural experiences. This combination allows the destination to appeal to travellers seeking both adventure and more relaxed cultural experiences.
The state’s diverse tourism offering also supports year-round travel, enabling visitors to experience very different aspects of Utah depending on the season.
Strengthening Trade and Media Engagement
Sartha Global Marketing will work closely with the Indian travel trade and media to increase awareness of Utah and develop stronger relationships with travel industry stakeholders.
The strategy is expected to include public relations, destination marketing and trade engagement aimed at helping Indian travel professionals better understand Utah’s product and incorporate the state into US itineraries.
Rachel Bremer, Global Markets Director at the Utah Office of Tourism, said the partnership would help expand the state’s outreach in India and strengthen awareness among potential travellers.
“By partnering with Sartha, we plan to expand our outreach in the Indian market and position Utah as a premier travel destination for aspiring travellers,” Bremer said. She added that the appointment builds on Utah’s growing network of travel trade and media contacts in India.
Utah has already been developing its engagement with India through trade activity, including roadshows and other industry initiatives. The state has also identified India as one of its priority international markets, with Rachel Bremer overseeing global market activity.
Adventure at the Core
For Indian travellers, Utah’s strongest differentiator is likely to be its combination of spectacular landscapes and outdoor adventure.
From winter sports and mountain experiences to hiking, fishing, boating and rafting, the destination offers a broad range of activities for different travel styles and age groups.
Its national parks and protected landscapes also provide opportunities for scenic road trips and multi-destination itineraries, complementing visits to major US cities.
This fits with the growing preference among Indian outbound travellers for experiences that combine nature, adventure, photography, wellness and local culture rather than conventional sightseeing alone.
Building Awareness Across India
While awareness of Utah is growing among Indian travel professionals, the destination sees considerable room for expansion.
Sartha’s role will therefore extend beyond conventional promotion to educating the trade and media about the breadth of Utah’s tourism offering and its potential as a year-round destination.
Sheema Vohra, Managing Director of Sartha Global Marketing, said the company aims to inspire more Indian travellers to discover Utah’s distinctive landscapes and experiences.
“With the state’s unique topography, endless outdoor adventures, and a diverse range of experiences for all ages throughout the year, we hope to inspire more Indians to discover this beautiful destination,” Vohra said.
With Indian outbound travel continuing to evolve towards longer-haul, experience-focused holidays, Utah is positioning itself to capture a larger share of the market.
The appointment of Sartha Global Marketing gives the destination a dedicated platform in India to strengthen trade relationships, increase consumer awareness and present Utah not simply as an add-on to a US itinerary, but as a destination capable of supporting a complete holiday experience.
