Meals and drinks can be supersized, so why not tourism regions? The Phoenix-metro area welcomed 46.7 million visitors in 2023, a 4.7% increase from the previous year, and the West Valley played a major part in attracting those visitors. State Farm Stadium, Desert Diamond Arena, Phoenix Raceway and other venues throughout the West Valley have contributed to super-sized tourism and economic impact throughout the West Valley — and there’s no sign of stopping.
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Sports and spectacle: Super Bowl, spring training and Swifties
Sports venues in the West Valley are popping up faster than gophers on a golf course (and the region has plenty of those, too — golf courses, not gophers). The thing about these venues is that while they house some of Arizona’s most beloved teams, these stadiums, fields and casinos also bring in huge headliners like Taylor Swift, The Weeknd and Post Malone (with more big names to come).
“There’s been a clear shift in demand toward multi-purpose venues that can accommodate a variety of year-round events, from professional sports and concerts to cultural festivals and corporate gatherings,” says Ron Price, president and CEO of Visit Phoenix. “The West Valley is uniquely positioned to meet this trend. State Farm Stadium has demonstrated its ability to seamlessly host everything from NFL games to major concerts and even Super Bowls.”
Spring training is another top tourist attraction for the West Valley. Collectively, the Cactus League generated $710 million in total economic impact in Arizona from the 2023 season, according to Arizona State University’s Seidman Institute.
“Over the past 25 years, the West Valley has become home to nine of the 15 Major League Baseball teams that play in the Valley,” says Sintra Hoffman, president and CEO of WESTMARC. “One of those teams has made it to World Series eight times in the past 10 years.”
Desert Diamond Arena, once home to the Arizona Coyotes, quickly pivoted upon the team’s departure, thanks to swift leadership. Immediately, they increased concerts and private events. Now, the arena is home to the Arizona Rattlers indoor football team.
In Peoria, the Peoria Sports Complex is now the official home of Desert Dreams F.C., Arizona’s first women’s professional soccer team.
“The recent announcement that Surprise Stadium will host the Big 12 Baseball Championships is yet another testament to the West Valley’s readiness and capability to host high-profile events,” Price says.
Phoenix Raceway draws visitors near and far. Non-locals account for 60-71% of raceway ticket buyers, and according to WESTMARC, spend an average of $452 per day during their visit.
Regional collaboration: Making tourism a shared success
Creating a robust entertainment ecosystem has been part of what has helped shape the West Valley as a tourism destination. A dedication to building “the total visitor experience” has remained at the forefront of collaborative regional tourism efforts.
“Visit Phoenix is committed to a collaborative and inclusive approach to destination marketing that highlights the unique character of each community,” Price explains. “Glendale, Avondale and Surprise each offer distinct experiences that enrich the visitor experience. Our role is to amplify these local stories on a regional and national scale.”
Price adds that success has come from partnering closely with local tourism and city partners to spotlight events, attractions and new developments across Visit Phoenix’s media outreach, travel trade efforts, convention sales and digital marketing channels.
WESTMARC also takes great measures to secure and foster tourism partnerships. The $1 billion VAI Resort and Mattel Theme Park in Glendale, for example, has been heavily promoted by WESTMARC and aligned stakeholders. This type of attention elevates the region’s tourism profile and capacity significantly.
Among its many other target tourism efforts, again looking holistically at the entertainment ecosystem, is highlighting the supporting developments surrounding major venues. This includes Topgolf, Andretti Karting, Avondale’s global cuisine (with more than 12 different countries represented), Lake Pleasant as a premier aquatic destination and more.
“The West Valley’s tourism scene has something for everyone,” Hoffman says. “Whether you’re looking for sports, concerts, outdoor recreation, water sports, family events or unique restaurants, the West Valley has it all.”
Rural charm and heritage
Californians often say how they appreciate being able to shift between beach, mountains and forest — all in a matter of a short drive. The West Valley offers a similar advantage in that someone can attend a headliner show at State Farm Stadium and take a little over an hour drive to Wickenburg for a taste of authentic western culture.
“We are known for our team roping competitions and cowboy heritage, which draws thousands of visitors every year, especially during the winter season,” says BG Bratcher, mayor of Wickenburg. “There are also several other equestrian events such as barrel racing, cutting, penning and trail riding.”
Added to its rustic charm, Wickenburg is recognized for its award-winning world-class Desert Caballeros Western Museum and the state-of-the-art 600-seat Del E. Webb Center for the Performing Arts.
“Just a few miles from Wickenburg is Vulture City, the most unique and authentically restored ghost town that was once a thriving mining town,” Bracher says. “Down the road is Maricopa County’s Vulture Mountains Recreation Area (phases II and III are in progress).”
Bracher stresses how rural and heritage tourism is more important than ever. “Big-city events are great, but not every traveler wants only fast-paced experiences,” she says. “Many people also look for authenticity. They want to slow down, connect with local culture and have memorable experiences.”
Future West Valley tourism outlook
One good challenge for any growing tourism epicenter to have is an overabundance of visitors and not enough places for them to stay — a scenario in which the West Valley currently faces.
“While visitor counts are in the millions, our resort rooms are not yet keeping pace,” Hoffman says. “There has been increasing investment in brand properties locating in or around entertainment centers in recent years; however, the VAI Resort with 1,100 hotel rooms and onsite restaurants and entertainment will be a game-changer for the West Valley’s tourism scene.”
Even though it may take time to produce beds for heads, the West Valley has shown that patience, backed by persistence, always pays off.
“Given our year-round tourism activities, ranging from hiking, biking, horse riding, golfing, plus five different kinds of professional sports, the West Valley is definitely positioned to host visitors all 12 months of the year,” Hoffman says. “We have beautiful mountain ranges to host large-scale resorts, but need investors with our vision.”
Rooms to grow: West Valley tourism
Here are some of the West Valley hotel construction projects expected to wrap up in the next 12 months:
July 2025
Fairfield Surprise Prasada
13430 N. 163rd Dr., 60 rooms
TownePlace Suites Surprise Prasada
13430 N. 163rd Dr., 50 rooms
August 2025
La Quinta Inn & Suites by Wyndham Phx
9050 W. McDowell Rd., 95 rooms
September 2025
SpringHill Suites by Marriott Surprise
16840 N. Civic Center Dr., 106 rooms
December 2025
VAI Resort
9601 W. Cardinals Way, 1,100 rooms
January 2026
Home2 Suites by Hilton Goodyear Phoenix West
1950 N. Litchfield Rd., 112 rooms
LivAway Suites Tolleson
Interstate 10 and 91st Avenue, 126 rooms
February 2026
LivAway Suites Glendale
9930 W. Desert River Blvd., 126 rooms
March 2026
LivAway Suites Surprise
14020 W. Mountain View Blvd., 126 rooms
April 2026
Hampton Inn & Suites by Hilton Buckeye
Verrado Way, 108 rooms
May 2026
Home2 Suites by Hilton Peoria North Phoenix
W. Jomax Rd. and N. Lake Pleasant Pkwy., 103 rooms
