More Than Numbers: Defending Tourism’s Value in Complex Environments

Destinations face pressure to justify tourism funding but rely on outdated metrics that miss full community value. The Arizona Office of Tourism shares real-world experience transforming impact into data stories that win support from boards, officials, and residents. Attendees will co-create communication plans for scenarios like overtourism, resident sentiment, or political headwinds—leaving with actionable frameworks to implement immediately in their own communities.

Takeaways: 

• Connect their current strategy to measurable tourism objectives.
• Identify other sources of data to include in their reporting beyond social media impressions and taxes.
• Develop a draft communications plan tailored for different audiences with specific storytelling tactics.