TORONTO — The Governor of Utah, Gary Herbert, was in town on a trade mission promoting tourism in the state as affordable to Canadians, stunningly beautiful and a more wholesome option than some of its neighbouring states.

While many U.S. destinations have been feeling the pinch of the low Canadian dollar, Canadians represent 25% of visitors to Utah and have grown at a rate of about 11% this past year, according to the governor. Some 337,000 Canadians visited Utah in the past year, spending US$424 million.

Governor Herbert attributes this to the general affordability of Utah, when compared to other U.S. destinations, alongside the natural wonders that are appealing to Canadians – the Mighty 5 National Parks, now considered a bucket list item, and the ski resorts, touted as the ‘Greatest Snow on Earth’.

“If you want to come to the United States and you look at all the different locations you can go to, there is nothing more affordable than coming to Utah,” says Herbert. “And probably more spectacular because Utah is different in some very postivie ways – the landscape, the culture and the people.”

Utah is known for its more budget-friendly family options, but the state is now seeing an influx of luxury options, such as the Montage Deer Valley, The St. Regis Deer Valley and the Waldorf Astoria Park City, that compliments its long-flourishing arts scene.

When asked about the perception of Utah being a socially conservative state, Herbert said that the wholesome image actually works in their favour, attracting conferences and groups that don’t want to be associated with overindulgence and excessive spending.

“Whatever the misperceptions tend to be, people are coming to Utah in record numbers, partly because of the people. We have been listed as the happiest and most optimistic people in America,” says Hubert. “A lot of time people come for the scenery and stay for the people.”

Utah was recently named the top destination on the Fodor’s Go List 2016, so perhaps best to see for yourself.