Board meetings, strategic plans, and buyer signals from Carly Friday’s organization
Jun 26, 2026·StrategicPlan
Board
Arizona Office of Tourism Strategic Plan 2025-2029
The Arizona Office of Tourism's 2025-2029 Strategic Plan aims to create exceptional Arizona experiences for residents and travelers by driving statewide tourism. The plan focuses on enhancing global presence through comprehensive international marketing strategies, increasing domestic and international visitation, promoting destination stewardship, securing sustainable funding, and expanding custom program offerings. Key objectives include strengthening local economies, protecting environmental and cultural resources, and enhancing the quality of life for Arizonans through collaborative tourism initiatives.
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The meeting commenced with introductions, followed by a presentation on the 2024 International Data & Economic Indicators, providing an update on Arizona's tourism performance. Key updates from the Arizona Office of Tourism included the launch of the new domestic and international travel campaign, "Alive with Color," progress on the International Marketing Campaign, and the highest-ever participation in the Co-op Marketing Program. AOT is also increasing support for sports marketing, planning for the Route 66 Centennial Celebrations, and developing a new Industry Strategic Plan in collaboration with stakeholders. Discussions among council members focused on the national marketing strategy shift, concerns regarding a decline in Canadian visitors, and AOT's efforts to track visitor data, including exploring the acquisition of an OAG data platform. A request for $5 million in governor's office funding for international support was also mentioned.
Jan 1, 2025·StrategicPlan
Board
Office Of Tourism Strategic Plan 2025-2029
The Arizona Office of Tourism (TOA) 2025-2029 Strategic Plan focuses on strengthening local economies, protecting environmental and cultural resources, creating meaningful visitor experiences, and enhancing the quality of life for Arizonans through tourism collaboration, promotion, and development. Key outcomes include increasing ad-influenced domestic trips, expanding international tours and packages, implementing destination stewardship programs, securing sustainable funding sources, and enhancing value-add opportunities for industry partners. The plan emphasizes integrating brand elements into marketing efforts, promoting tribal tourism, and developing an industry strategic plan to address key issues and long-range tourism development.
Jul 15, 2024·StrategicPlan
Board
Arizona Office Of Tourism Strategic Plan 2025-2029
The Arizona Office of Tourism's 2025-2029 Strategic Plan centers around four key outcomes: Arizona Brand Refresh (enhancing brand awareness), Tourism Marketing (increasing ad-influenced trips), Sustainability (implementing programs for even tourism distribution), and Sustainable Funding Sources (securing funding for marketing efforts). The plan aims to build an updated brand identity for the state, reflecting Arizonan values and increasing positive brand awareness by 25% by June 2029. It also focuses on increasing the number of ad-influenced trips by 50% by June 2029 and implementing three programs to evenly disperse tourism activity by the same date. A key initiative is securing sustainable funding sources to support and expand marketing efforts. The plan includes annual objectives, metrics, and initiatives to achieve these outcomes, emphasizing collaboration with stakeholders and leveraging research-driven campaigns.
Extracted from official board minutes, strategic plans, and video transcripts.
