SALT LAKE CITY—Visit Salt Lake has launched a new destination branding campaign positioning the city as “America’s Mountain City™,” highlighting its combination of an urban downtown and close proximity to the Wasatch Mountains.
The campaign is designed to reinforce Salt Lake City’s appeal as a year-round destination for leisure travelers, sports enthusiasts, and meeting planners, emphasizing the ease of travel from downtown to the mountains in approximately 40 minutes. The initiative also comes as the destination prepares to host the 2034 Winter Games.
“Salt Lake is proudly claiming our title as America’s Mountain City™ because no other destination offers a world-class urban experience and a mountainous playground that is so effortlessly combined,” says Kaitlin Eskelson, president and CEO of Visit Salt Lake. “From our rich cultural roots and booming culinary scene to our growing status as a premier global sports hub heading into the 2034 Winter Games, Salt Lake provides an unmatched, ‘one-stop shop’ lifestyle. We’ve removed the friction from travel so visitors can come experience the summit and the city, seamlessly, on the exact same day.”
The ‘America’s Mountain City™’ campaign centers on three themes: the ability to experience both the city and the mountains in a single day, the destination’s growing momentum as a sports and tourism hub, and the ease of getting around. In addition to being selected as the host city for the 2034 and 2002 Winter Games, Salt Lake City is home to the NBA’s Utah Jazz and the NHL’s Utah Grizzlies. Officials also cite continued investment in hotels, restaurants, nightlife, and visitor amenities as part of the destination’s ongoing tourism growth.
The campaign also promotes Salt Lake’s accessibility, noting that visitors can travel quickly between the airport, downtown attractions, mountain recreation, and surrounding canyons. Visit Salt Lake also highlights the city’s walkable downtown, growing culinary scene, and outdoor recreation opportunities as differentiators in the meetings and leisure markets.
The branding effort arrives as Salt Lake continues to attract conventions, sporting events, and group business while expanding its hospitality offerings ahead of the 2034 Winter Games.
In conjunction with the campaign launch, Visit Salt Lake announced it will donate $5,000 to the Utah Resilience Fund to support wildfire recovery efforts across the state.
