Tourism data reveals 25% increase in high-income visitors to Sedona

The Sedona Tourism Advisory Board (TAB) convened on April 16, 2025, to discuss the evolving landscape of tourism in the region, highlighting significant trends and challenges that could shape the future of the local economy. The meeting underscored the importance of maximizing tourism revenue while addressing the changing preferences of visitors.

A key point of discussion was the notable increase in the percentage of visitors with higher household incomes, with reports indicating that 25% of tourists now come from households earning over $250,000 annually. This shift suggests a growing demographic of affluent travelers, which could have substantial implications for local businesses and the overall economy. Board members emphasized the need to capitalize on this trend by enhancing the visitor experience and encouraging longer stays.

The conversation also touched on the concept of "slow travel," with advocates suggesting that longer stays could alleviate traffic congestion and provide a more enriching experience for visitors. Some members noted that their own rental properties had adjusted minimum stay requirements from three days to two, reflecting changing booking patterns. This adjustment aligns with the average stay of 1.7 days reported in recent data, indicating a need for flexibility in accommodating visitor preferences.

The board acknowledged that external factors, such as economic fluctuations and travel trends, could impact tourism. Members noted that travel is often one of the first expenses people cut during economic downturns, leading to a potential decline in both international and domestic travel. This reality calls for a strategic approach to tourism marketing, focusing on attracting local and drive-market visitors.

Additionally, the board discussed the increasing presence of RVs and campers in the area, suggesting a shift in how people choose to travel. While some visitors may not stay overnight in Sedona, their presence still contributes to local commerce through gas stops and other purchases.

In conclusion, the TAB's discussions highlighted the need for a proactive approach to tourism management in Sedona. By understanding visitor demographics and preferences, the board aims to develop strategies that not only enhance the economic benefits of tourism but also ensure a sustainable and enjoyable experience for both visitors and residents. As the board prepares to present its findings and recommendations to the city council, the focus remains on fostering a thriving tourism sector that adapts to changing trends and community needs.