On the Map

Targeting Markets
Snow conditions and currency exchange rates also influence how many skiers visit Utah, Malone says, but advertising also develops the market.

“We have a great relationship with the American Airlines ski club in Rio de Janeiro,” he says, adding that most of their marketing is targeted to tour operators and travel agencies.

This year, for the first time, he will be attending a travel show with tour operators from China and Russia, he says.

“It’s our experience that it’s gradual when you develop customers in other countries. It’s taken a long time to build our Brazilian business, and we recognize that it’s going to take the same thing with Russia and China.”

The Utah Office of Tourism and Film also has increased its marketing efforts in China, as well as Korea, von der Esch says. “With the visa waiver program in Korea, they are traveling with great ease to the U.S. Here is hoping that we get visa waivers for Brazil and Poland, as that will make things easier for them to travel. We will be marketing in Brazil, starting with trade shows this year.”

A spring trade trip to Australia also is possible, von der Esch adds.