Arizona Office of Tourism
THREE-YEAR STRATEGIC PLAN
OVERVIEW
The Arizona Office of Tourism (AOT) works to strengthen the state's visitor economy while protecting environmental resources and enhancing the quality of life for Arizonans. Like other western states with high-profile national parks, Arizona experienced substantial overtourism in parts of the state during and after the coronavirus pandemic. Other destinations had unused capacity, business travel dropped sharply, and workforce shortages pressured tourism businesses statewide. To respond to these issues, AOT hired Coraggio to create a statewide Destination Recovery Plan to direct immediate action, followed a year later with a Three-year Strategic Plan with an eye toward longer-term destination management and stewardship.
OUTCOMES
The Three-Year Strategic Plan provides direction even when unexpected changes occur on the ground, such as public health emergencies, economic downturns, and other unknowns.
It aims to balance visitation across time, place, and traveler type, addressing over- and under-tourism.
Its commitment to stewardship is a backdrop for advancing a thriving statewide tourism economy while enhancing the quality of life for all Arizonans, respecting the state’s rich culture and heritage, and protecting Arizona’s environment and natural resources.
APPROACH
Get Clear: Insights
Document review
Stakeholder outreach: interviews, surveys
Get Focused: Planning
Focus on organizational change management, resourcing, and relationship-building when outlining the strategic approach
Worked with industry stakeholder advisory panels & internal implementation teams
“Without hesitation, I recommend Coraggio to any destination leader who seeks a true partner in creating a plan for the future while at the same time further strengthening their internal team’s ability to lead the way.”
— Debbie Johnson, former Director, Arizona Office of Tourism