Experience Scottsdale unveils data-driven marketing strategy targeting 18 new key markets

Scottsdale's Tourism Development Commission is set to enhance its marketing strategy significantly, following a meeting on May 20, 2025, where key initiatives were outlined to attract more visitors to the city. The commission emphasized the importance of data-driven marketing, revealing that their efforts are rooted in extensive research and analysis to better understand their target audience.

Starting next fiscal year, Scottsdale will add Portland, Oregon, to its list of primary target markets, a decision driven by a notable 50% increase in trips and an 83% rise in website traffic from the area since 2022. This strategic move aims to capitalize on the growing interest from Portland residents, with dedicated marketing funds allocated to this region.

Internationally, the commission plans to adjust its marketing campaigns in Canada and Mexico to align with changing travel sentiments. In Canada, the campaign will shift from January-April to October-March, while in Mexico, successful direct-to-consumer marketing efforts will expand to include influencer partnerships. Additionally, ongoing campaigns in France and the UK will continue to promote direct flights and educational opportunities.

The commission also highlighted the importance of in-person experiences, which have become vital in connecting with potential visitors. Upcoming events will feature unique Scottsdale offerings, such as culinary experiences and sensory activations, designed to engage high-value visitors from key markets.

Advertising strategies will evolve to include a broader mix of platforms, with plans to expand connected TV advertising to popular streaming services like Amazon Prime Video and Hulu. The commission reported impressive results from previous campaigns, generating millions of impressions and driving significant website traffic.

To ensure effective tracking of return on investment (ROI), the commission is implementing new software to monitor the impact of their marketing efforts more accurately. This will allow for deeper insights into visitor behavior and the effectiveness of various advertising placements.

As Scottsdale continues to refine its marketing approach, the focus remains on leveraging data and innovative strategies to enhance the city's appeal as a premier travel destination. The commission's proactive measures are expected to yield positive results, fostering growth in tourism and economic benefits for the community.