Hiking Adventures - EAZ Fall-Winter 2012

Increasing tourism shows importance of Arizona’s brand

The latest data on Arizona’s tourism industry says that business is on the upswing, which is good news for a state looking to put the Great Recession in its rearview mirror.

According to the Arizona Office of Tourism, the number of people visiting Arizona has surged back to pre-recession levels, providing a much needed injection of adrenaline into Arizona’s economy.

When we talk about promoting “base” industries in Arizona, look no further than tourism, which is the ultimate export-oriented industry. According to AOT, visitors to Arizona brought with them nearly $20 billion in direct spending last year on things like hotel rooms, meals and attractions.

That’s big money, and the nearly 200,000 jobs the industry supports are critical to keeping Arizona’s economy humming, which is why protecting Arizona’s brand is so important.

When there are state controversies, it makes it more difficult for our convention and visitor bureaus to succeed. There is no better place than Arizona for events and vacations, but there is fierce competition among the states for conventions and retreats.

Fortunately, the work of leaders like AOT Director Sherry Henry, Chamber board member and Arizona Lodging and Tourism Association President Debbie Johnson and Phoenix Convention and Visitors Bureau President Steve Moore has put one of our state’s most important job generators on solid footing.

What’s exciting is, as Director Henry told Capitol Media Services earlier this week, we still have room to grow. As Americans and international visitors (our neighbors in Mexico are our number one source of international visitors, Canada is number two) shake off the recession rust, more people are traveling. Attending the recent Governor’s Conference on Tourism gala dinner, I was struck by the level of talent possessed by the individuals assembled in the room who are so committed to growing the state’s profile and keeping Arizona at the top of the list for places people want to visit.

Next year is shaping up to be a big one for the state’s brand. The Super Bowl is coming to University of Phoenix Stadium for the second time (and to Arizona for the third time), and, thanks to leaders like Michael Bidwill, the NFL is bringing the Pro Bowl, too. Throw in the Waste Management Phoenix Open and Spring Training, and the state is poised to break visitor records. Don’t be surprised if your relatives in Minnesota, where AOT is ratcheting up its marketing efforts, call looking for vacation ideas when they’re snowed-in as they watch the best in football, golf and baseball enjoy our gorgeous weather.

I’m convinced that tourism plants the seeds for future business opportunities. My first exposure to Arizona was as a tourist. Years later, when I escaped the freezing cold of Ithaca, New York to head to Arizona to check out law schools, I was hooked. Wherever and whenever I go outside the state, I’m heartened that Arizona is regarded as such an attractive destination. Business executives around the country tell me about golf trips and the visits to the resorts that they’ve made here. Earlier this week when I was in Denver, someone wanted to talk Spring Training. Half a world away in Israel a few weeks ago, in between my snorkeling expeditions, people shared with me their stories of visiting the Grand Canyon.

But tourists and convention planners have plenty of choices of where to spend their dollars. All of this is a good reminder that we all need to be vigilant about our profile outside our borders.

Glenn Hamer is the president and CEO of the Arizona Chamber of Commerce and Industry, which is committed to advancing Arizona’s competitive position in the global economy by advocating free-market policies that stimulate economic growth and prosperity for all Arizonans.

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