Our values are based on leadership, innovation results and accountability.
Leadership - We provide leadership and unify the industry in marketing and tourism initiatives on behalf of the state of Arizona.
Innovation - We use the latest research, marketing techniques and technology to enable creativity, ingenuity and responsible risk taking.
Results - Our results oriented marketing strategy is focused on increased visitor spending and positive economic development.
Accountability - We are responsible stewards of our tourism resources for the people of Arizona.