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Ducey invests $101.1M in ‘Visit Arizona Initiative’ to boost tourism
Governor Doug Ducey today announced $101.1 million in federal American Rescue Plan funding to launch the Visit Arizona Initiative, a bold program designed to increase visitation and tourism spending in Arizona, bolster job creation and accelerate economic recovery.
“Tourism is essential for Arizona’s booming economy and job growth,” said Governor Ducey. “When visitors from across the globe travel to our great state, they stay in our hotels, eat at our restaurants, buy our products and enjoy our recreational activities. Their investments benefit Arizonans, and the Visit Arizona Initiative will help our tourism sector prosper — and continue to recover from the effects of the pandemic. My thanks goes to Arizona Office of Tourism Director Debbie Johnson for her dedication to growing tourism throughout the state and supporting Arizonans employed by the travel industry.”
As it did globally, the tourism industry in Arizona endured losses in visitation, visitor spending, tourism tax revenue and employment during the COVID-19 pandemic. The use of federal American Rescue Plan money will assist communities across the state in recovery through tourism marketing, event and attraction support, and outdoor recreation revitalization.
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Arizona’s 2020 overnight visitation decreased by 31 percent and visitor spending decreased by 41 percent compared to 2019 numbers, according to recent data. But with this investment and the effectiveness of Arizona’s visitor marketing, Arizona will stay top of mind for travelers.
“Thousands of Arizonans who work in the tourism industry were displaced due to the pandemic. Now that our economy is strong, jobs are readily available and visitors are coming to our beautiful state, we are making sure employment opportunities continue to grow for hard workers across Arizona,” the Governor said.
The Visit Arizona Initiative includes marketing funding for destination marketing organizations (DMOs) statewide, reinvigorating local community programs and events, and marketing support for domestic and international flights and outdoor recreation.
“We are grateful for the investment Governor Ducey is making in our state’s tourism industry, which contributes to the economic vitality of communities and people all across Arizona,” said Debbie Johnson, director of the Arizona Office of Tourism.
The new funding is being warmly received by officials in communities all across Arizona where tourism is an important part of the economy.