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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 August 2018 we engaged Resonance Consultancy, a leader in place branding and advisor to cities around the world, to assist with this project. The research phase of the project involved 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.

The draft Metro Tucson Tourism Master Plan is now available for your review and feedback.  Please review the plan and let us know what action items you’d like to see included and what additional partners should be involved in its implementation.  Your involvement in this final step of creating the plan is crucial.  Please share your feedback with Vanessa Bechtol (770-2169 or ) by Aug. 1, or participate in one of our partner feedback forums:

Wednesday, July 10, 4-5:30 p.m. 

Tuesday, July 16, 9-10:30 a.m. 

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

The next phase of the project gathered data about the visitor experience and the quality of life for Tucsonans. Visit Tucson reached out to previous visitors to our area with an online 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. Nearly 1,900 visitor surveys were completed. Visit Tucson also distributed an online community survey to identify and gauge residents' perceptions on a variety of key characteristics with respect to livability, culture, economy, and sense of place. Nearly 3,500 community surveys were completed.

Please contact Vanessa Bechtol to request the summary reports for any of the following:

  • Stakeholder Engagement – Summary Issues & Opportunities, Sept. 28, 2018
  • Destination Assessment, Oct. 16, 2018
  • Festivals & Events Analysis, Oct. 23, 2018
  • Visitor Survey Report, Dec. 11, 2018
  • Community Survey Report, Dec. 11, 2018
  • Situational Analysis, Dec. 19, 2018
  • Open-ended comments from visitor and community surveys

Phase 3: Visioning Workshops - Completed

The visioning phase of the project was conducted by Resonance and included two half-day workshops. These workshops examined what metro Tucson’s future visitors look like, where our region is competitive and deficient, and how can we differentiate metro Tucson from competitors.

Phase 4: Draft Tourism Master Plan

Resonance Consultancy incorporated the strategies prioritized at the two visioning workshops into the draft Metro Tucson Tourism Master Plan. Please review the draft plan and let us know what action items you’d like to see included, what partners should be involved, and any additional feedback you may have. Please send your comments or questions to Vanessa Bechtol,, by July 31.

Visit Tucson will also host an open house in July to allow stakeholders to share feedback on the draft plan. After incorporating stakeholder feedback, the final Tourism Master Plan will be presented to the community in August 2019.

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, Vice President of Strategic Initiatives, Visit Tucson, 520-770-2169,

Updated June 25, 2019




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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