SALT LAKE CITY—Visit Salt Lake is accepting applications for $50,000 in grant funding to help local businesses develop or expand bookable visitor experiences across Salt Lake County.
Through its Salt Lake Visitor Experience Development Grant, the destination organization will award eligible businesses up to $10,000 each to create new activities or enhance existing offerings that showcase the region’s culture, outdoor recreation, culinary scene, and local businesses.
“The most memorable travel experiences aren’t always the biggest or most extravagant,” says Kaitlin Eskelson, president and CEO of Visit Salt Lake. “They’re the ones that make you feel connected to a place, its people, and its stories. Salt Lake is full of creative people and businesses with something special to share. This grant is about helping them turn those ideas into experiences visitors can discover, book, and remember long after they leave. And when we do that well, we create something meaningful for our visitors, our local businesses, and our community.”
The initiative aims to strengthen Salt Lake’s visitor economy by helping businesses transform local offerings into activities travelers can easily find and reserve. Potential experiences include guided hikes, food tours, behind-the-scenes visits, and hands-on workshops.
To qualify, an experience should be ready for visitors, have a set price and repeatable format, and offer an accessible online reservation option. Experiences ideally should last two to four hours.
The grant is open to businesses located in or primarily operating within Salt Lake County. Applicants may propose new concepts or improvements to existing experiences but must demonstrate a viable business plan and a clear path to launching the offering.
Eligible expenses include equipment and materials, staff training, marketing and launch support, booking platform fees, and other costs directly related to developing the experience.
Applications are due Nov. 25, 2026. Visit Salt Lake’s Activation and Experience Committee will review submissions, and recipients will be announced Dec. 17 during the organization’s fourth-quarter holiday luncheon.
Selected businesses must launch their experiences and make them available for booking by June 30, 2027. Grant funds must also be fully spent by that date.
Businesses are not required to have participated in an earlier interest survey or informational webinar to apply. Visit Salt Lake will provide one-on-one assistance to help applicants navigate the process.
