Astrotourism (commonly known as "stargazing") is a travel experience where visitors observe the night sky and celestial events in locations with minimal light pollution. It appeals to nature lovers seeking both adventure and relaxation away from crowds.

Culinary Tourism focuses on exploring a destination's food scene through high-end dining, unique restaurants, and local flavors. This might include food tours, chef-led tasting menus, and renowned culinary hotspots. These travelers seek authentic, innovative dining experiences worth spending extra on and sharing with others.

Cultural & Historical Tourism involves exploring a destination's heritage, traditions, museums, historic sites, and landmarks. These travelers seek to learn about an area's past and unique cultural elements, typically as half-day or full-day excursions within a broader trip.

Event Tourism involves traveling to attend specific events such as concerts, sports competitions, festivals, or cultural gatherings. For these travelers, the event is the primary draw, with destination exploration as a secondary benefit. Youth competitions and conferences also drive significant event tourism.

Health & Wellness Tourism focuses on relaxation, rejuvenation and self-care through activities like spa treatments, meditation retreats, and wellness getaways. It’s the most popular niche activity (60% interest level) among Utah's target audience. Visitors seek simple restorative experiences in natural settings or spa environments.