Southern Arizona is known the world over for spectacular scenery, rugged beauty and 300+ days of sunshine. Our world-class amenities entice even the most seasoned traveler. Tourism is a $2 billion industry in Pima County alone. The global tourism market is ever more competitive. We cannot expect sunshine alone to lure tourists to Southern Arizona. Today it takes clever strategies to reach very specific niche markets.
The Metropolitan Tucson Convention & Visitors Bureau has tapped into a wealth of new and time-tested tools to reach business and leisure travelers – social media, mobile technology (QR codes), websites, videos and contests, plus traditional marketing investments, co-op marketing for conventions, extensive media relations and events to create new demand.
Through research, the MTCVB identified key factors that drive travelers to choose Southern Arizona – including world-class spas and resorts, outdoor adventures, cuisine, our cultural heritage, arts and attractions, events and golf. UA dean Joaquin Ruiz also envisions Tucson as a “Science City” destination with Biosphere 2 and other draws. Tourism is an economic engine and helps attract new business.
In the 1990s Colorado cut its $12 million tourism promotion budget to $0 – then watched its market share plummet for an ultimate loss of $2 billion. However, markets like San Antonio addressed tragedies like 9/11 and the economic crisis with “ramped up” investments in tourism marketing and are now reaping the benefits.
Tourism is Arizona’s second largest industry, behind technology. What can we do to keep 'em coming?
In this special report, you’ll hear what leading members of the business community have to say. You’ll see how deeply tourism reaches into every facet of our region’s economy. We have all the ingredients in place to grow this industry. It’s just a matter of “raising the bar” to become a world-class destination.
Now is the time to support tourism businesses in Southern Arizona as this vital industry recovers from the economic downturn. Dine out. Enjoy a “staycation.” Schedule flights from Tucson airport. Book a meeting. Encourage colleagues to visit. Keep 'em coming.