Sedona Council Plans Marketing Push to Boost Tourism from Phoenix

The Sedona City Council convened on July 28, 2025, to discuss strategies aimed at boosting local tourism and addressing recent declines in visitor numbers. The meeting focused on initiatives to attract visitors from Phoenix and enhance brand awareness for Sedona as a travel destination.

The council began by exploring the importance of marketing efforts directed at potential visitors arriving in Phoenix. The aim is to encourage these individuals to drive to Sedona, highlighting the proximity of the city—less than a two-hour drive. Council members emphasized the need for a dual approach: immediate actions to increase traffic and longer-term strategies to foster repeat visits.

A significant point of discussion was the current downturn in tourism, which appears to be a broader trend affecting various Arizona destinations, not just Sedona. Council members expressed concerns about the competitive nature of the tourism market and the necessity for Sedona to remain prominent in potential visitors' minds. The Vice Mayor raised a question regarding whether Phoenix is experiencing a similar decline in visitors, indicating a need for further research on this issue.

The council also considered the effectiveness of current marketing campaigns, including the potential to emphasize Sedona's cooler climate compared to Phoenix. Suggestions were made to explicitly communicate that Sedona is "25 degrees cooler," which could appeal to those seeking relief from the intense heat in Phoenix.

Additionally, the council discussed the importance of addressing traffic concerns that may deter visitors. Some residents have reported avoiding Sedona due to heavy traffic, prompting a need for messaging that reassures potential visitors about accessibility.

In terms of funding, the council reviewed a proposal to reallocate marketing budgets to focus on higher-performing drive markets, such as Las Vegas and Los Angeles, while maintaining efforts in successful areas like San Francisco and Dallas. A request for an increase in the Destination Marketing Organization's budget was also presented, totaling $60,000, to support these initiatives.

The meeting concluded with plans to engage local media in Phoenix to promote Sedona's new traffic improvements, shuttle services, and recently opened businesses, aiming to enhance visibility and attract visitors in the coming months. The council remains committed to revitalizing tourism in Sedona and will continue to monitor the effectiveness of these strategies.