Tera Atwood is the new Global Markets Specialist at the Utah Office of Tourism, beginning March 10. She will represent the Asia Pacific (APAC) markets—including Australia, New Zealand, China, and India—along with Canada and Mexico. She will work closely with in-market representatives, provide market expertise, and support strategic initiatives to share Utah with the world. Tera spent the past two years as the Marketing and Communications Manager for UOT’s domestic marketing team. She has a background in marketing, project management, client relations, event organizing, and community engagement, as well as experience in the non-profit sector.
The Utah Office of Tourism has appointed Tera Atwood as its new Global Markets Specialist, a strategic move aimed at boosting Utah’s visibility in key international markets, with a particular emphasis on India. As international travel from India continues to grow, Atwood’s appointment underscores the state’s commitment to positioning itself as a premier destination for Indian travelers.
Atwood, an expert in tourism and destination marketing, is eager to tap into the burgeoning Indian market. In a statement, she expressed her enthusiasm for the opportunity: “India’s rich cultural heritage, diverse landscapes, and growing global influence make it an exciting market to engage with. With a rapidly expanding economy and a community of travelers seeking new and unique experiences, my goal is to showcase Utah as the perfect destination for unforgettable adventures.”
The Utah tourism industry has seen significant growth, with visitor spending surpassing pre-pandemic levels. In 2023 alone, tourism contributed over $12 billion to the state’s economy. Indian travelers, who spent $16.7 million in Utah last year, represent one of the fastest-growing international visitor groups. With spending from Indian visitors projected to increase by more than 200% between 2019 and 2028, Utah is doubling down on its efforts to expand its presence in this dynamic market.
Atwood’s focus will be on strengthening relationships within the travel trade, enhancing media partnerships, and rolling out targeted campaigns that highlight Utah’s natural beauty and diverse offerings. “I want to differentiate Utah as a must-visit destination for Indian travelers,” she said, emphasizing the state’s appeal to a wide range of interests, from luxury experiences to outdoor adventures.
Utah’s diverse tourism offerings cater to a variety of preferences, from budget-conscious travelers to those seeking luxury. The state’s famous Mighty 5® national parks — Arches, Bryce Canyon, Canyonlands, Capitol Reef, and Zion — provide dramatic landscapes for exploration, while luxury glamping experiences offer a more indulgent option. Utah’s outdoor activities, from trekking and skiing to wildlife watching and stargazing in its 26 designated Dark Sky Places, make it a destination suited to a broad spectrum of travelers.
Looking ahead, the Utah Office of Tourism’s 2025 strategy includes promoting sustainable travel practices while continuing to highlight the state’s outdoor adventures, luxury travel options, and unique cultural experiences. The campaign will also feature film tourism, showcasing Utah’s iconic locations used in Hollywood films.
In her new role, Atwood will manage not only the Indian market but also other key regions across the Asia-Pacific, including Australia, New Zealand, and China, as well as Canada and Mexico. She will collaborate with local representatives and provide strategic insights to drive initiatives that elevate Utah’s profile on the global tourism stage.
