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Governor’s Tourism, Economic Task Force Launches First-Step in AZ Promotion Efforts

June 30, 2010

Campaign encourages Arizona residents to discover the “Value” of Arizona’s tourist destinations

Phoenix (June 30, 2010)—The statement is simple: Value Arizona. The meaning is threefold, yet powerful: Value Arizona as an exciting vacation destination; Value the great summer package deals available throughout the state; and Value the economic impact of Arizona’s travel and tourism industry.

In collaboration with Governor Jan Brewer’s newly formed Tourism & Economic Development Task Force, the Arizona Hotel & Lodging Association (AzHLA), and other statewide industry partners, the Arizona Office of Tourism (AOT), has launched its annual in-state summer campaign, ValueAz. The campaign focuses on Arizona residents as the key audience to market the Grand Canyon State during the upcoming summer season.

The campaign is supported by, which provides a one-stop-shop of great travel deals available around the state.  In addition, visitors can register on and enter into a sweepstakes drawing for a chance to win a dream Arizona vacation featuring two-night stays at the Loews Ventana Canyon Resort in Tucson, the Enchantment Resort in Sedona and The Westin Kierland Resort & Spa in Phoenix/Scottsdale.

ValueAz is an open invitation to residents, as well as out of town visitors, to explore and experience Arizona,” said Sherry Henry, director of the Arizona Office of Tourism. “Reaching out to our own residents is a strategic decision in that this audience will help generate much needed tax revenue to contribute to Arizona’s economic vitality.” 

Vibrant campaign imagery displayed through social media efforts, radio, print, and interactive ads will help motivate residents to discover what’s in their own backyard such as the state’s natural beauty and outdoor adventures, luxurious resorts and spas; hiking and biking activities; shopping opportunities; and local cuisines. 

ValueAz will run from June 1 through September 30. It is a coordinated effort involving travel and tourism entities from across the state that upload unique, and in some cases, discounted travel opportunities to for visitors to enjoy throughout the summer months.  
ValueAz was introduced last summer; however the message has never been more important and relevant. The launch of the campaign falls on the heels of recent challenges that the state’s tourism industry has been experiencing.  Statewide industry and business leaders, including many who are representatives on the Governor’s Tourism & Economic Development Task Force, see Value AZ as a vital first step in regaining a positive perception of Arizona as a destination.  

“It’s no secret that the 200,000 employees of Arizona’s travel and tourism industry have been inadvertently affected from emotional reactions to recent legislation,” said Debbie Johnson, president & CEO of AzHLA and task force representative. “As the state’s largest employer and one of Arizona’s key economic engines, it’s vital that we continue to welcome both business and leisure travelers to experience the warm hospitality and vast beauty of our state. is an important start to this process.”

The Arizona tourism industry brings millions of visitors annually to the Grand Canyon State. In 2008, visitors spent $18.5 billion throughout the state, pumping nearly $51 million each day into Arizona’s economy. This industry employees nearly 200,000 residents and also generates an estimated $2.6 billion in local, state and federal tax revenues.

“Word-of-mouth marketing is a powerful tool and we want our residents to explore Arizona and share their positive experiences with others,” continued Director Henry. “Right now, our best spokespeople are Arizona residents. We need Arizonans to recognize, appreciate and value the state as a vibrant vacation destination.”

Visit to discover the value of Arizona today! For more information on what to see and do in Arizona visit

About Arizona Office of Tourism
Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion and development. AOT works to serve the Grand Canyon State’s travel industry and related businesses, the traveling public, and the taxpayers of Arizona. For more information, visit

About Arizona Hotel & Lodging Association
The Arizona Hotel & Lodging Association (AzHLA) is the leading public policy advocate for the Arizona Lodging Industry. Representing more than 34,000 rooms statewide and 400+ members, including hotels, resorts, B&B’s and related Industry partners, AzHLA’s mission is to unify, protect, enhance and promote the interests of the Arizona Lodging Industry. For more information, visit


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