Nogales chamber touts tourism gains, South32 vendor-readiness program; council asks questions

The Nogales Santa Cruz County Chamber of Commerce told the City Council on July 2 that a stronger online presence and partner programs have driven tourism and business development in Nogales.

Olivia Ainsa, chamber president, said the chamber earned formal accreditation as an Arizona Visitor Information Center and has expanded cooperative marketing, influencer partnerships and bilingual visitor materials. "We are officially recognized with the Arizona Department of Tourism as an officially accredited Arizona Visitor Information Center," Ainsa said, adding the chamber uses social media, TripAdvisor and video content to attract visitors.

The chamber credited recent campaigns with an increase of about 16,000 visitors in the past year and said visitor spending contributed approximately $19.2 million to the local economy in 2023. "One of our videos landed over 30,000 views organically," Alexis Kramer, a chamber marketing lead, told the council.

Lisa Gonzales, chair of the chamber’s economic development committee, described a South32 vendor‑readiness program that has certified more than 15 local businesses to date. The program helps businesses become vendor‑ready by formalizing their business structures, securing needed licensure and insurance, and completing the South32 onboarding process. "Through our efforts, we've been able to certify over 20 businesses as vendor ready," Gonzales said, adding the program includes training on planning, marketing, budgeting and forecasting.

Council members asked about cross‑border cooperation, whether chamber support extends to nonmembers, and downtown and workforce strategies. Ainsa said the chamber’s small business resource marketplace is open to nonmembers and that the chamber is working with Nogales, Sonora officials to promote both sides of the border. On downtown strategy, the chamber emphasized low‑cost beautification, improved signage and events to change first impressions and encourage visitors to stay and spend locally.

The chamber also described vendor certification outcomes: some certified vendors have already been hired by South32, and the chamber is planning workshops to orient businesses that are "South32 curious" about procurement timelines and requirements.

The council did not take action on the presentation; members thanked the chamber for the report and asked staff to keep communication channels open as business‑development efforts continue.

The chamber provided a written quarterly report to council the day before the meeting.