FOR IMMEDIATE RELEASE 
Oct. 19, 2026 

Media Contacts: 

Jenna Bree / Communications Manager, Visit Salt Lake / jbree@visitsaltlake.com 

Ryan Mack / Chief Communications & Experience Officer, Visit Salt Lake / rmack@visitsaltlake.com  

Visit Salt Lake Opens Applications for $50,000 in Visitor Experience Grant Funding 

Local businesses can apply for up to $10,000 to create or expand bookable visitor experiences across Salt Lake County 

SALT LAKE CITY, Utah (Oct. 19, 2026) — Visit Salt Lake (VSL) is now accepting applications for its Salt Lake Visitor Experience Development Grant, offering $50,000 in total funding to help local businesses create and expand bookable visitor experiences. Eligible applicants can receive up to $10,000 to bring new ideas to life, enhance Salt Lake's visitor offerings and showcase what makes America's Mountain City™ a premier year-round destination. 

The initiative is designed to strengthen Salt Lake's visitor economy by supporting experiences that connect travelers with the region's unique culture, outdoor recreation, culinary scene and local businesses. From guided hikes and food tours to behind-the-scenes experiences and hands-on workshops, the grant encourages businesses to turn Salt Lake's distinct offerings into memorable activities visitors can easily discover and book. 

“The most memorable travel experiences aren’t always the biggest or most extravagant,” said Kaitlin Eskelson, President & 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.” 

A bookable experience is a visitor-ready activity with a set price, repeatable format and an accessible online reservation option. Ideally lasting two to four hours, these experiences give travelers new ways to explore the destination while creating additional opportunities for local businesses. 

The grant is open to businesses located in or primarily operating within Salt Lake County, including those developing new concepts or enhancing existing offerings. Applicants must demonstrate a viable business plan and a clear path to launching their bookable experience. 

Grant funding may be used for equipment and materials, staff training, marketing and launch support, booking platform fees and other expenses directly related to developing the experience. 

Applications are open through Nov. 25, 2026. Visit Salt Lake's Activation and Experience Committee will review submissions, with grant recipients announced Dec. 17 at VSL's fourth-quarter holiday luncheon. Selected businesses must have their experiences launched and bookable, with grant funds fully spent, by June 30, 2027. 

Businesses do not need to have participated in the initiative's earlier interest survey or informational webinar to apply. Visit Salt Lake will also offer one-on-one support to help applicants navigate the process. 

For full eligibility requirements, application details and additional information, visit VisitSaltLake.com/members/member-resources/visitor-experience-initiative/ or email experiences@visitsaltlake.com.