Utah Announces New Advisor FAM, Training during Trade Mission

The Utah Office of Tourism hit the road last week, landing in Calgary, Edmonton and Toronto to connect with travel advisors. The road show, which included regional partners, Visit Salt Lake, Explore Logan, Heber Valley and Utah’s Canyon Country, also marked the launch of new training and a FAM incentive.

“Canada is Utah’s #1 international market so as the state prepares to host the 2034 Winter Olympic & Paralympic Games, the Utah Office of Tourism continues to stay invested in the Canadian market for the long-term,” says Tera Atwood, Global Markets Specialist. “Canadian travel advisors and trade partners remain crucial to maintaining future travel planning and visitation.”  

One FAM trip was awarded at each event:

• In Toronto, the prize trip to Utah was won by Allana Haines, Marlin Travel, including airfare for two sponsored by Air Canada.
• In Edmonton, Utah partnered with WestJet to announce the return of seasonal, non-stop service from Edmonton (YEG) to Salt Lake City (SLC) after a successful launch last year, currently scheduled to operate May 18-Oct. 11, 2026. The prize trip to Utah, including seats on the new YEG-SLC flight sponsored by the Utah Office of Tourism, was won by Claudie Da Fonseca, Centre Holidays.
• In Calgary, the prize trip to Utah was won by Angela Escarilla, AMA Travel.

 

Representatives from Utah visited Canada on a trade mission road show

New Training Launched

The Canadian Sales Mission was designed to remind the travel trade that when the time is right to visit Utah, Canadians are welcome. The travel trade were encouraged to stay connected through the new Utah Specialist Academy 2.0, an online training program. To learn more about becoming a Utah specialist, please see www.visitutahspecialistacademy.com. 

FAM Incentive

Until June 15, 2026, each new certified Utah Specialist will receive an entry into a draw for a chance to win one of two spots on a Utah FAM to be held between September 1-December 31, 2026. 

Existing Utah Specialists are invited to submit a short application on why they would like to host the FAM and where they want to travel to. One host application will be selected to self-drive the Utah Specialist FAM on their preferred Utah itinerary.

 

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