International Marketing
Grow the statewide impact from Wyoming’s visitor economy.
In an effort to Grow the Statewide Impact from Wyoming’s Visitor Economy, the Wyoming Office of Tourism actively promotes the state as a must-visit destination for international travelers. Through partnerships across global markets with the highest returns, Wyoming highlights its unique experiences via media, travel trade (tour operators/travel agents) and limited consumer campaigns.
Wyoming strives to use marketing dollars to their highest potential by efficiently delivering messages that highlight Wyoming’s abundant outdoor recreation, rich cultural heritage, significant national historic sites, pristine national parks, and stunning natural beauty. The Wyoming Office of Tourism targets high yield, experience-hungry travelers, who are likely to be receptive to the products that are available in Wyoming.
International visitors are very valuable travelers as they generally stay longer, are interested in off the beaten path destinations, visit during non-peak seasons and spend more per person than other visitors to the state.
When selecting target markets, the Wyoming Tourism team evaluates several factors:
- Market trends based on visitation and spending data
- Strategic partnerships that enhance program activities to meet the needs of Wyoming’s tourism industry
- Air lift that includes flights to major gateway cities, including Denver, Salt Lake City, Minneapolis and Chicago.
This strategic approach ensures Wyoming remains a top choice for travelers seeking unforgettable adventures in the American West.
The Wyoming Office of Tourism collaborates with various in-state partners, neighboring states, and national organizations to achieve its objectives in targeted international markets.
Currently, the Wyoming Office of Tourism is actively promoting in Canada, Mexico, Japan, the United Kingdom (UK), Germany, France, Italy, Benelux (Belgium, Luxembourg, the Netherlands), Australia, New Zealand, and the Nordic Markets (Norway, Sweden, Denmark, Finland).
Overall International Spend investment by market 2024-2025:
Great American West
The Wyoming Office of Tourism reaches the markets of France, Germany, the UK, Benelux, Italy, Australia, New Zealand and the Nordic Markets through a four-state collaboration marketed as the Great American West (GAW).
The Great American West is the brand utilized by the state tourism offices of Wyoming, North Dakota, South Dakota and Idaho.
Collectively, the cooperative markets to both travel trade (tour operators and travel agents) and consumers through advertising and public relations efforts. Individually, each state office works with its industry partners to raise awareness of their states and the region as a whole through the promotion of products and travel destinations.
The Great American West contracts with RMI, a local vendor located in Cheyenne, WY, to help coordinate the united efforts across the international markets. Through this partnership, Wyoming has in-market representation in all of these international markets.
The in-market reps are tasked with:
- Monthly sales calls with the travel trade
- Media Outreach for expanded coverage
- Fulfillment of in language publications
- Research WY product offerings
- Propose and manage familiarization tours
- Recruit top tier travel trade to attend International RoundUp (IRU)
For a high-level breakdown of the Great American West’s efforts and key performance indicators, view the 2024 Great American West Annual Report below.
To learn more about Wyoming’s current international product audit and previous calendar year booking reports produced by RMI on behalf of the Wyoming Office of Tourism, view the 2024 RMI Trip Report below.
Brand USA
Brand USA, is the nation’s destination marketing organization, and it is committed to promoting the United States as a premier travel destination and providing international travelers with information about U.S. travel policies. The organization exists to enrich lives by welcoming the world to the USA and is dedicated to fostering community prosperity by uniting partners, showcasing innovative leadership, and inspiring travel to benefit the U.S. travel industry and the diverse communities across the United States.
Through partnerships offered by Brand USA, Wyoming can actively promote to the travel trade as well as directly to consumers. Without these programs and partnership, these opportunities would be too cost prohibitive to participate. Some of the programs include Brand USA sales missions in Mexico, Canada and the UK; Microsites that are translated into eight languages; multichannel marketing campaigns in Canada, the UK and France; and tour operator partnerships through Travel Bag in the UK.
International Events & Tradeshows
Throughout the year, there are many different international tradeshows opportunities of different sizes and cost. If you are interested in participating in one of these tradeshows, please contact Jim Wollenburg or James Scoon for more information.
One tradeshow that is subsidized for partners through the Great American West Partnership is International RoundUp or (IRU). IRU is an exclusive annual tourism tradeshow event designed for domestic suppliers and international buyers focused on tourism in the Great American West region. The event consists of two days of intensive pre-scheduled business appointments where every regional organization and every international tour operator/buyer are guaranteed to meet. This unique B2B event gives suppliers looking to increase international visitation the opportunity to conduct business with international buyers who are looking to add regional product to their list of offerings to their clients.
IRU 2024 Recap
In 2024, IRU was held in Casper, Wyoming. To see a brief recap of the event watch below.
Upcoming events
- Go West Summit: January 6-9th, 2025 in Palm Springs https://www.gowestsummit.com/
- IITA: February 9-12th, 2025 in Salt Lake City https://www.inboundtravel.org/
- IRU: May 6-9th, 2025 in Rapid City https://internationalroundup.com/
- IPW: June 14-18th, 2025 in Chicago https://www.ipw.com/
Other Opportunities
Familiarization tours (FAMs) offer a unique opportunity to showcase your destination firsthand to international media and/or travel trade. The Wyoming Office of Tourism hosts multiple Media + PR FAM Tours along with Trade FAM Tours throughout the year. The team utilizes the international offices and contacts to reach highly qualified, vetted media as well as buyers that are interested in learning more about Wyoming’s products.
For information on familiarization tour requests, please e-mail sarah.reed@wyo.gov.
Download the Policies document here.
For More Information Contact
James Scoon
