Canada is the largest international market for Utah. In order to continue to build awareness, generate leads and drive visitation from this market, the Utah Office of Tourism once again conducted a media mission to Canada April 17-20, 2023, with seven (7) partners attending.
Media events were held in three key markets: Toronto, Calgary and Vancouver. In total, nearly 60 Canadian travel media were engaged.
To showcase Utah as a global leader in astro-tourism (home to more internationally accredited dark sky parks and places than anywhere on earth), a “Utah Star Party” theme was used and events were held in April during International Dark Sky Week and Dark Sky Month. The Great American Solar Eclipse passing over Utah on October 14, 2023 and Utah’s Forever Mighty efforts to preserve its dark skies were also showcased.
The event venues were chosen for having “stars” hanging from the ceiling and glow-in-the-dark furniture, décor, cocktails and t-shirts were utilized. A prize trip to Utah was awarded to one journalist in each city, and in lieu of media gifts the Utah Office of Tourism made a charitable donation to the International Dark Sky Association and Royal Astronomical Society of Canada – for which they received a rousing round of applause in Vancouver.
