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Utah Tourism receives major funding boost and remains committed to Australia and New Zealand

July 2, 2020 Visit USA No Comments Email Email

The State of Utah has received significant funding from the Utah State Legislature with a series of sweeping initiatives totalling $63.4-million USD;  a portion of this funding is dedicated to the Utah Office of Tourism to ensure the destination marketing organization remains committed to the Australian and New Zealand markets.The Utah Office of Tourism was allocated a total of $23.4-million USD, including: $12-million USD from the Coronavirus Aid Relief and Economic Security (CARES) Act and $11.4-million USD from the Tourism Marketing Performance Fund (TMPF).

“At a time when U.S. destination marketing organizations are lobbying for CARES funding to support their survival, Utah has shown leadership in their commitment to the tourism industry,” said Corey Marshall, Account Director for the Utah Office of Tourism in Canada, Australia & New Zealand. “This funding ensures the Utah Office of Tourism remains committed to our core international markets including Australia and New Zealand. We look forward to a positive future working with our key market partners and clients to promote and sell travel to Utah.”

In addition, under the COVID-19 Economic Recovery Program, the Utah Governor’s Office of Economic Development (GOED) was allocated $25-million USD for a Business Grant Program that will benefit tourism businesses and non-profit organizations. Funding for the Cultural Arts as well as Personal Protective Equipment (PPE) round out the initiatives to restore the tourism economy.

Key highlights relevant to international tourism include:

  • Coronavirus Aid Relief and Economic Security (CARES) Act$12-million USD allocated to the Utah Office of Tourism to address the COVID-19 health emergency by marketing visitation to Utah’s Mighty 5®National Parks and surrounding areas, addressing transportation issues to and within the national parksfacilitating visitor access, and addressing other costs to stimulate tourism throughout the state.
  • Tourism Marketing Performance Fund (TMPF): $11.4-million USD allocated to the Utah Office of Tourism to market international visitation to the state for the fiscal year beginning July 1, 2020 to June 30, 2021.
  • Impacted Business Grant Program (ShopUtah): $25-million USD to infuse cash into small businesses and non-profits that have experienced COVID-19 related revenue declines. Utah businesses can secure funding up to the amount of their revenue loss on the condition that 50 percent of the funding be used as a financial incentive for individuals or businesses to make purchases.
  • COVID-19 Cultural Assistance Grant Program: $9-million USD to establish a tax-exempt grant program administered by the Department of Heritage and Arts in consultation with GOED to provide grants to organizations offering a cultural, artistic, botanical, recreational or zoological activity that encourages travel and tourism in the state.
  • COVID-19 PPE Support Grant Program (SafeUtah): $5-million USD establishes a tax-exempt grant program administered by GOED to provide grants to businesses to improve workplace safety for employees and customers during the COVID-19 pandemic through measures such as PPE purchases, workplace redesigns, signage and technology solutions that allow for distance working.
  • COVID-19 Outreach and Education Program: $1-million USD creates a public information campaign to encourage healthy activity during the COVID-19 pandemic such as following health guidelines and not forgoing medical care including preventative care, urgent care and vaccinations.

For more information on booking future travel to Utah, please visit  For more information on the State of Utah as it related to Covid-19, please visit

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