Western Awakenings is bringing a different approach to American national park travel, combining guided small-group adventures with the medical experience of its founder, an emergency physician who personally leads most of the company’s tours.
Founded in 2018 by Jeremy Franklin, MD, Western Awakenings operates from Mountain Green, Utah, offering premium guided journeys through some of the American Southwest’s most recognised natural landscapes. With approximately 20 years of experience in emergency medicine, Franklin brings a professional medical background to outdoor travel, giving guests the reassurance of travelling with someone trained to respond to medical emergencies.
The company’s main offering is the Southwest Sweep, a 10-day all-inclusive journey that begins in Las Vegas and takes travellers through the Grand Canyon, Monument Valley and Utah’s five national parks: Zion, Bryce Canyon, Capitol Reef, Arches and Canyonlands.
Rather than rushing between major attractions, the itinerary is designed around smaller groups and a slower pace. Travellers have more time to explore quieter trails, visit less-crowded viewpoints and experience the landscapes beyond the most frequently visited areas. Private departures can also be arranged for those who prefer a more personalised trip.
Western Awakenings has also developed experiences for travellers interested in specific outdoor activities. Its Moab Mixer programme offers guided mountain biking around Moab, an area known for its trails and proximity to Arches and Canyonlands national parks. Utah Utopia, meanwhile, is a winter holiday focused on skiing and snowboarding in the Northern Wasatch mountains.
For Franklin, the business brings together two longstanding interests: emergency medicine and spending time in the outdoors. His connection with nature began early. He spent the first 18 months of his life in Chile before growing up with an interest in outdoor activities and eventually pursuing a career in emergency medicine.
“I’ve spent my career helping people through some of their hardest moments. In the national parks, I get to share some of the most extraordinary places on earth, and my guests can relax knowing someone experienced is looking after them,” Franklin said.
He added that the company deliberately avoids rushing guests through its itineraries, preferring to give them enough time to appreciate the destinations they visit. The aim, he said, is for travellers to return home feeling refreshed and inspired.
Western Awakenings is a licensed National Park Service Commercial Use Authorization operator, allowing it to conduct authorised commercial activities within the relevant national park areas. Franklin’s medical experience is a central part of the company’s identity, particularly for travellers exploring remote landscapes where access to hospitals and emergency services can involve considerable travel.
The company is presenting its itineraries and business opportunities to the international travel trade at World Travel Market (WTM) London 2026, taking place from 3 to 5 November at ExCeL London. Its representatives are meeting tour operators and travel advisers from the United Kingdom, Europe and other markets interested in adding American national park experiences to their travel programmes.
Western Awakenings offers commissionable bookings for travel advisers, while tour operators can access net rates for group departures involving three or more guests.
For 2027, the Southwest Sweep is priced from US$9,995 per person based on double occupancy. The Moab Mixer, available as a five-, six- or eight-day mountain biking experience, starts at US$3,995 per person. Utah Utopia, which offers five-, six- or eight-day skiing and snowboarding trips, starts at US$3,795 per person. Single-room pricing and roommate matching are also available for solo travellers.
Travel professionals attending WTM London can meet the Western Awakenings team at the USA Pavilion, Stand N6-513, Booth 16, at ExCeL London.
