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Visit Tucson exemplifies exceptional ROI performance. The organization annually generates a remarkable 2300% ROI, meaning it produces $24 for the metro Tucson region for every $1 invested in the organization.

Impressive Economic Impact

In 2023-24, Visit Tucson’s efforts produced an economic impact of $304,571,589. This figure represents over $304 million in economic impact generated in a single year, achieved with total public funding of $12.5 million — demonstrating that impressive 2300% ROI.

To put this in perspective, if Boeing were to relocate one of their airplane manufacturing facilities to Tucson, it would generate approximately equivalent economic impact of over $300 million. The crucial difference is that Boeing’s impact would be a one-time occurrence, while Visit Tucson delivers this economic benefit annually to Tucson and Southern Arizona.

Leadership and Vision

Felipe Garcia, President of Visit Tucson, brings deep understanding of the tourism sector and its value to the region. Born and raised in Monterey, Mexico, Garcia came to Tucson in 1993 and has remained here ever since, becoming a Tucsonan through and through.

Visit Tucson operates as a public-private funded Destination Marketing Organization (DMO) — a non-profit that provides destination marketing services for the City of Tucson and Pima County. The organization is funded exclusively through bed tax revenue, which visitors pay when staying fewer than 30 days in hotels, resorts, bed & breakfasts, and short-term vacation rentals. In 2024, the bed tax funds allocated to Visit Tucson totaled $12.5 million.

Strategic Positioning

Tourism today operates as a global business, with Tucson competing against every destination that business planners and families consider. Rather than attempting to compete with major cities like New York, Chicago, Los Angeles, London, or Paris, Garcia and his team have positioned Tucson as a niche destination.

As Garcia realized over a decade ago, Tucson needs to stop trying to be like other places and instead embrace its authentic identity with pride. Paraphrasing the late Anthony Bourdain, Garcia emphasizes that a city’s biggest asset is its uniqueness.

For example, Tucson has been awarded a UNESCO designation as a City of Gastronomy and Member of The Food Capitals by the Delice Network. Just this past week in Lyon, France at the annual meeting of the Food Capitals, Garcia was told that by unanimous vote, he was elected President of the Network.

As Garcia shared, “it looks like all member cities are inspired by what Tucson is doing. I hope this makes people feel proud of our community. We always look at other cities hoping to be like them. It is great to see other cities that want to be like us.�

Tucson’s Unique Assets

Visit Tucson’s marketing strategy highlights several distinctive aspects of the region:

• The Sonoran Desert with its exceptional beauty, flora, and fauna
• Tucson Convention Center facilities
• Diverse and abundant hotel accommodations
• Rich cultural diversity, particularly within the Hispanic community
• Tucson’s authentic cowboy heritage
• Extensive array of golf courses and packages
• UNESCO designation as a City of Gastronomy and Member of The Food Capitals by the Delice Network
• The renowned Tucson Gem Show
• Tucson as an attractive film and television location
• Recognition as home to America’s Best Mexican Food

Measurable Results

Despite their limited budget, the Visit Tucson team has achieved impressive results through strategic use of technology and focused marketing:

• 62 million social media video views
• Media coverage valued at $34 million
• 430 meetings booked
• 215,057 group meeting & events hotel room nights
• 50,447 hotel room nights linked to sports events
• $4.1 million in direct film spending
• 6.2 million total visitors to Tucson and Southern Arizona

Competitive Context

The tourism industry’s competitive nature becomes clear when comparing budgets. Visit Tucson operates with $12.5 million, while the Las Vegas Convention and Visitors Bureau commands a $457 million budget, including $103 million dedicated solely to advertising. To further illustrate the scale difference, a single hotel — the MGM Grand — maintains a $12 million budget, nearly equal to Visit Tucson’s entire annual budget. Phoenix allocates $80 million for tourism marketing.

Investment Opportunity

While I don’t claim expertise in city or county budget processes, business financing principles suggest a clear strategy: When an investment delivers 2300% ROI, serious consideration should be given to doubling, tripling or even quadrupling that investment.

Visit Tucson is successfully delivering on its mission. Increased investment would represent a sound strategy for the City of Tucson, Pima County, and all of Southern Arizona, promising continued economic benefits that far exceed the initial investment.