On July 3, we welcomed three key representatives from Salt Lake City to the Netherlands for an exclusive sales mission aimed at strengthening relationships with the Dutch travel trade and preparing the market for exciting developments in Utah over the coming years. The delegation consisted of Nate and Mike from Salt Lake City International Airport and Lisa from The Church of Jesus Christ of Latter-day Saints.
Meeting with KLM
The day started at KLM’s head office in Amstelveen, where the delegation met with representatives of the airline to discuss the direct Amsterdam–Salt Lake City route and explore future opportunities to further promote Utah as a gateway to the American West. The meeting highlighted the importance of the non-stop connection in making Utah increasingly accessible for Dutch (and other European) travelers.
Exclusive trade event
Following the KLM meeting, the group crossed the street to ANNA, a unique former church that has been transformed into a brewery and event venue. This distinctive location provided the setting for an intimate lunch and trade event with a select group of Dutch tour operators.
After a short presentation by the Salt Lake City delegation, attendees participated in a series of 15-minute speed-dating sessions, allowing for personal one-on-one conversations with each of the visiting partners. The small-scale format encouraged meaningful discussions about product development, future marketing opportunities, and the growing demand for travel to Utah.
Looking ahead to 2027
A major focus of the afternoon was the temporary public opening of the iconic Salt Lake Temple, taking place from April through October 1, 2027. During this six-month period, visitors (including those who are not members of the Church) will have the rare opportunity to tour the interior of the temple before it is rededicated.
As the Salt Lake Temple is normally closed to the general public, this represents a once-in-a-lifetime opportunity for international visitors. For the Dutch travel trade, it offers a unique opportunity to include an experience of a lifetime in new itineraries featuring Salt Lake City and Utah, appealing to both cultural travelers and those interested in architecture, history, and religious heritage.
