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Tourism Master Plan

Metro Tucson Tourism Master Plan

Visit Tucson is leading a project to help identify ways to protect, improve, and enhance the region’s long-term quality of life and economic prosperity. The Metro Tucson Tourism Master Plan will provide a regional map for growing the number of overnight visitors, length of stays and tourism expenditures while identifying new and enhanced products and services needed to increase these metrics.

In September we engaged Resonance Consultancy, a leader in place branding and advisor to cities around the world, to assist with this project. Over the next few months, we will be engaging residents, elected officials and stakeholders to develop a strategy that fosters economic growth and makes metro Tucson a better place to visit, live, work and play.

As we move through the planning process in 2018-19, this webpage will be updated with meeting notices, news, surveys, and a draft plan.

Phase 1: Workshops - Completed

In the first phase of the process, Visit Tucson and Resonance hosted a series of workshops soliciting feedback from stakeholders in and around the tourism industry, with 60 people participating, to create focal points and a strategy for the project as a whole.

Phase 2: Surveys - Completed

This next phase of the project aims to gather data about the visitor experience and the quality of life for Tucsonans. In September, Visit Tucson reached out to previous visitors to our area with a survey, developed by Resonance, gathering their opinions about their time here. Visitors, residents, meeting planners, and other stakeholders were invited to complete this survey about their experiences in metro Tucson. 

Community Survey (CLOSED):

Visitor Survey (CLOSED)

Visitor Survey en Espanol (CERRADA)

The data provided in both surveys will guide the planning process toward development of a strategic master plan that not only encourages economic growth in the tourism sector and elsewhere but also enhances the quality of life for Tucsonans.

For more information on the Metro Tucson Tourism Master Plan project, view the online press release on, or download the pdf version here

For additional information, please contact Vanessa Bechtol, Senior Director of Community Partnerships, Visit Tucson, 520-770-2169,

Updated December 4, 2018


At Visit Tucson, we want to develop a plan to increase the tax dollars coming into our economy while also responsibly preserving what drew those visitors here in the first place.

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