Arizona Office of Tourism pilots responsible visitation campaign for Sedona attractions

Sedona's Tourism Advisory Board (TAB) convened on June 4, 2025, to discuss strategies aimed at enhancing responsible tourism while managing the increasing visitor demand during peak seasons. A key focus of the meeting was the summer marketing campaign, which aims to promote Sedona's natural attractions without overwhelming specific locations.

The board emphasized the importance of maintaining a balance between showcasing Sedona's beauty and preventing overcrowding at popular sites. The campaign will highlight local creeks and hiking trails, encouraging visitors to explore responsibly rather than flocking to well-known spots. This approach aims to preserve the area's natural resources while enhancing visitor experiences.

In addition to the summer campaign, the board reviewed the results of a recent educational campaign that ran in the spring. This initiative, funded through the Arizona Office of Tourism's Rural Co-op Program, aimed to promote responsible visitation and sustainable practices. The campaign successfully drove traffic to new landing pages focused on hiking and transportation options, including the Sedona Shuttle system. Notably, the transportation page achieved a remarkable 21% click-through rate, indicating strong public interest in sustainable travel options.

The board also discussed ongoing collaborations with local vendors to refine marketing strategies and enhance visitor engagement. This includes partnerships with AllTrails to create customized trail maps and a focus on digital marketing efforts to ensure that visitors have access to accurate and helpful information about getting around Sedona.

As Sedona continues to grow as a tourist destination, the TAB's commitment to responsible tourism and effective communication will be crucial in managing visitor impact while promoting the area's unique offerings. The board plans to build on the insights gained from recent campaigns to further enhance Sedona's reputation as a sustainable travel destination.