“These collective efforts benefit small businesses and fuel the vitality of rural Arizona.”
Featured speaker, Arizona Office of Tourism Executive Deputy Director Lisa Urias, is a fourth-generation Arizonan. Urias built her career by crafting and promoting the multi-faceted brand of our state through several organizations and companies, including her own, Urias Communications. She says her more than 35 years as a marketing and public relations professional have taught her that a strong organizational culture, a responsive strategic plan and dedication to innovative ideas lead to sustained success.
NACOG-Economic Workforce Development Regional Director Teri Drew says the forum’s speakers and panel participants will cover topics such as the importance of relationship building, trustworthy sources and why government entities, businesses and residents share the responsibility of how the world sees and respects Northern Arizona and its many treasures outside of the Phoenix-metropolitan area. “The conference also will address the economic impact of tourism and the power of excellent customer service, memorable experiences and visibility,” she said.
With millions of visitors a year, tourism is a vital component of the Flagstaff and Northern Arizona economy, says Discover Flagstaff Marketing and Media Relations Project Manager Ryan Randazzo, a forum participant who notes the value of media designations, like being named “the most dog-friendly vacation destination in the country,” by USA Today.
“That visitation not only creates about 8,000 jobs in Flagstaff, employing about 1 in 10 people,” added Randazzo, “but also funds things like parks and beautification through the bed, board and beverage tax, which is paid mostly by visitors.”
Travel Journalist Stacey Wittig notes the importance for towns, cities and businesses to share their stories with journalists and content creators to extend the reach of their messaging. “By providing high-quality images and engaging narratives, they can enhance the likelihood of their stories being picked up and shared by new sources. One of the ways I get fresh story ideas is from press releases and images that come across my desk via email from all over the world.”
Flagstaff Business News and Quad Cities Business News Editor Bonnie Stevens will be participating on a news media panel. “There are fantastic opportunities for communities to organize around events they may create, stories they want to tell and messages they’d like to share that keep the global spotlight shining on Northern Arizona,” she said. “These collective efforts benefit small businesses and fuel the vitality of rural Arizona.”
Fall Tourism Forum organizers say the conference also will take a look at the challenges and solutions in managing popular recreation destinations, such as the Sedona Red Rock region, the growing Verde Valley, traditional Native cultural sites and Northern Arizona’s scenic forest lands, which received record visitation during the pandemic.
“We look forward to compelling conversations, innovative marketing strategies, best practices and new connections and collaborations,” said Drew. “We invite community leaders, business professionals, attraction managers and residents across the four counties to participate in this insightful and invigorating forum.” FBN
For more information and registration, visit NACOG.org.
Photo by V. Ronnie Tierney, Fresh Focuses Photography: Salt Mine Wine co-owner Chip Norton has experienced the growth in Verde Valley tourism in recent years as Arizona continues to cultivate its wine industry.
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