VISIT PARK CITY CONCLUDES PROGRAM TO STRENGTHEN INTERNATIONAL VISITOR MARKET
FOR IMMEDIATE RELEASE
Park City, Utah – Long a favorite for skiers and outdoor adventurers, Park City has successfully concluded a comprehensive initiative aimed at expanding its share of the global travel market. Beyond its iconic winter experiences, the destination is now positioning itself as a year-round hub for international visitors drawn to its vibrant events, cultural offerings, and world-class hospitality.
America offers a breathtaking variety of destinations that appeal to travelers around the world, welcoming approximately 72.39 million international visitors and generating more than $181 billion in revenue in 2024. Most recently, Brand USA —the organization that markets the United States internationally—introduced its “America the Beautiful” campaign to inspire even greater global visitation.
Competing for these international travelers, however, requires strategy and expertise. With thousands of destinations vying for attention, today’s most forward-thinking communities are learning to leverage a business-to-business approach that connects local tourism suppliers directly with international travel trade partners.
To strengthen its competitive edge, Visit Park City partnered with the International Inbound Travel Association (IITA) and Alon Tourism Solutions to host the Inbound Insider: Steps to Success™ program. Through Visit Park City’s investment, this multi-session training series equipped local accommodations, attractions, and tourism businesses with the tools needed to effectively position and sell their products in the international marketplace. Participants developed travel-trade-ready materials, including professional one-pagers and net rate structures, to present to receptive inbound and tour operators worldwide.
A key focus of the program was expanding visitation during Park City’s shoulder seasons, when domestic travel typically tapers off. By fostering international partnerships, destination businesses are now better positioned to attract year-round visitors—driving new revenue opportunities across lodging, dining, attractions, and related goods and services.
The Inbound Insider: Steps to Success™ program has been implemented in destinations across the U.S. and continues to strengthen the travel trade network between American communities and global tour operators.
The International Inbound Travel Association (IITA) is the nonprofit trade association for international inbound travel to the USA. IITA members include U.S. inbound operators, destination marketing organizations (DMOs), and travel suppliers nationwide.
Alon Tourism Solutions is the nation’s leading inbound training and marketing consultancy, specializing in B2B tourism development. In partnership with IITA, Alon has delivered the Inbound Insider: Steps to Success™ program for over 20 years, helping destinations across the U.S. strengthen their readiness for the international travel trade.