FY24 Annual Report

Discovering Arizona

The fiscal year was largely defined by the steady growth of most segments of Arizona’s tourism and hospitality industry. Our ongoing strategic planning efforts, which serve as the backbone of our approach help ensure our daily marketing decisions are as effective as possible.

To understand the larger economic impact of tourism to Arizona’s economy, click the button below.

2023 Impact Data Sheet

Mission

We stabilize and strengthen local economies, protect environmental and cultural resources, create a meaningful visitor experience and enhance the quality of life for Arizonans through tourism collaboration, promotion and development.

Vision

Create an Arizona experience that captures and nurtures the hearts and minds of people who call it home and travelers the world over in search of extraordinary adventure and natural wonders.

Strategic Planning

The Arizona Office of Tourism (AOT) leads the state’s tourism industry in the development of global marketing programs to promote Arizona as a unique travel destination.

With multiple research-based initiatives including advertising campaigns, cooperative marketing programs, travel trade activities, media relations and community outreach, AOT creates a positive and profitable cycle of visitation, spending, job growth and tax revenue. As a result, Arizona’s tourism industry injects billions of dollars into the state’s economy to help fund public services such as education, safety and health.

To accomplish this, AOT continually updates its strategic plans to maximize program reach and effectiveness.