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Flagstaff tourism officials report international visitor drop and shift marketing toward drive market; airport pursuing service growth
Summary
Discover Flagstaff staff said international visitation is down roughly 15%, prompting a pivot to the eight‑hour drive market and coordinated outreach with the Flagstaff Pulliam Airport, which is pursuing service and infrastructure changes to support recovery.
Discover Flagstaff tourism staff reported at a commission meeting that international visitation to Flagstaff is down about 15 percent compared with the same period last year, while domestic visitation remains relatively steady. Commission members and staff said they are shifting marketing to target the “drive market” — visitors within roughly an eight‑hour drive — to try to replace the lost international travelers.
The decline is larger in some source countries: staff said Canada was down about 35 percent and Europe about 17 percent, while international visitors constitute roughly 15 percent of Flagstaff’s total visitation in the period discussed. Staff also reported a small year‑to‑date decline in hotel sales; one food‑and‑beverage operator on the call said sales were down about 5 percent year‑to‑date.
Why it matters: Tourism is a major revenue driver for Flagstaff businesses and local tax receipts. A sustained drop in international arrivals can reduce lodging tax receipts and affect restaurants, tours and event attendance during the summer season.
Discover Flagstaff’s marketing leaders described a multipronged response. Lori Pappas, marketing and media relations vice president for Discover Flagstaff, told commissioners the organization is “focusing heavily on the drive market” — Southern California, Greater Phoenix and other nearby metros — and increasing retargeting and paid outreach in direct‑flight and drive markets. Staff said some hotels have lowered rates to maintain occupancy; one operator noted that the unit‑sales decline may be larger than headline percentage changes suggest because of recent price increases.
Staff described data showing mixed performance across U.S. designated market areas (DMAs): Phoenix and Los Angeles contributed strong visitor days and spending was up slightly from several nearby markets, while some international markets remain soft. Discover Flagstaff staff said they will continue to provide updated and cleansed data as additional numbers (including some Grand Canyon attraction figures) become available.
Airport and air service updates: Airport officials on the call described several developments intended to support visitor access. Claire Harper, communications manager for Flagstaff Pulliam Airport, and airport staff reported that a “grab‑and‑go” concession had been installed in the terminal and that a micro visitor center display is being installed. The airport director has arranged conversations with airlines and is attending a June “jumpstart” conference to meet airline route planners.
Staff said the city will consider a federal Small Community Air Service Development (SCASD) grant if the program is funded; airport staff said United Airlines agreed to provide a letter of support committing to restore a Denver flight if the grant were awarded. Airport leaders also said they have dozens of scheduled meetings with carriers during outreach efforts.
What staff will do next: Discover Flagstaff will continue to rerun retargeting creative, increase drive‑market promotions, and provide updated visitation and hotel performance data to commissioners. Airport staff said they will report back to the commission on airline outreach, any SCASD grant application and the outcome of the jumpstart conference.
No formal policy or funding decisions were taken at the meeting; commissioners were briefed and staff were directed to continue marketing and coordination work.
