Flagstaff officials shift focus to drive market amid declining international travel

Flagstaff's tourism sector is adapting to economic challenges as the Flagstaff Tourism Commission convened on May 22, 2025, to discuss strategies for attracting visitors amid a downturn in international travel. The meeting highlighted a 5% decrease in sales, attributed to a decline in units sold, prompting local businesses to raise prices strategically. This price increase, reportedly around 30% over the past year, has occurred alongside a slight uptick in the city's sales tax revenue.

Commission members emphasized the importance of focusing on the drive market—targeting visitors from Southern California and across Arizona—due to their higher likelihood of traveling during economic uncertainty. The commission plans to ramp up marketing efforts to encourage these local travelers to visit Flagstaff this summer, anticipating a 15% drop in international visitors.

Airport officials echoed these concerns, noting a decrease in international travel while reporting an increase in domestic flights from nearby cities. The airport is also pivoting its focus to attract more drive market visitors, aligning with the commission's strategy.

Additionally, the commission discussed upcoming initiatives, including a staycation campaign aimed at encouraging local residents to explore attractions within their community. This effort seeks to bolster tourism by reminding locals of the diverse experiences available in Flagstaff.

As the summer season approaches, the commission remains vigilant about the economic landscape, working collaboratively to ensure that Flagstaff remains a desirable destination for both local and regional visitors.