Discover Gila County presents five-year marketing plan after reporting strong web and ad performance
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Summary
Discover Gila County staff presented a draft five-year marketing and strategic plan, citing rising web traffic (hundreds of thousands of visits), a social footprint of ~36,000 followers and AOT-attributed figures (presenters said $37.8M in direct travel spending in 2024); staff asked the board to place the plan on a future agenda for formal approval.
Discover Gila County staff presented a draft five-year marketing and strategic plan, reviewing milestones and results from the last six years and asking the board for direction to return for formal adoption.
Presenters highlighted measurable digital performance: cumulative website traffic in the hundreds of thousands (presenters cited figures up to ~739,000 visits in 2024 and ~750,000 total since launch), a combined social following of roughly 36,000 across platforms, almost 5,000,000 page views on some measures, and that video campaigns have reached millions of viewers through digital and television placements. The presenters described a Google Ads and SEO strategy that they say has improved search positioning and attracted "high-intent" visitors who are actively planning trips.
Staff also cited economic impact figures attributed to the Arizona Office of Tourism (AOT) during the presentation: presenters said AOT estimates $37.8 million in direct travel spending in 2024, $19 million in new spending year-over-year, and about 3,100 jobs supported by tourism in the county. Presenters framed the marketing program as delivering returns by converting visits into spending that supports jobs and reduces tax burden on residents.
Supervisors voiced broad support, asked about outreach to realtors and how school and tribal partnerships are included, and agreed staff should return with the finalized plan for a future vote. Staff and supervisors paused for a photo at the close of the presentation.
