Talking Tourism

CVB Focuses on 3 Areas to Drive Tourism

By Rachel Sacco, President & CEO, Scottsdale Convention & Visitors Bureau

Last year, Scottsdale and Paradise Valley experienced strong year-over-year gains in the tourism industry during the first 10 months of 2011 (the most up-to-date data available). Hotel occupancy and room rates are on the rise again, which also means sales- and bed-tax revenue is increasing and new jobs are opening on the payroll of local businesses.
To capitalize on this positive momentum and make additional gains in 2012, the Scottsdale Convention & Visitors Bureau, which is commemorating its 25th anniversary this year, will focus on three key areas to drive results for our community.

No. 1: Sonoran Desert
First, we are working to ensure that Scottsdale is synonymous with the Sonoran Desert. This spring, the bureau will launch a new print ad focused on outdoor adventures in the Sonoran Desert. We also will attend travel adventure consumer shows in New York, Chicago and San Francisco to connect with outdoor enthusiasts interested in traveling to new destinations.

No. 2: Mobile & Web
Second, we’re putting a greater focus on mobile and web strategies to reach travelers. We will continue to develop mobile-specific features and platforms that enhance our mobile site. We’ll also begin pay-per-click campaigns targeted at mobile devices and develop promotions of our mobile site to increase awareness among visitors already in the destination.

No. 3: Meetings
Lastly, the CVB is implementing a strategic plan to generate more meetings business for the destination. We are creating an initiative to attract corporate CEOs, presidents and other top decision makers to Scottsdale with the help of our members as well as the Scottsdale Area Chamber of Commerce and the city of Scottsdale’s Business & Economic Vitality Department. We also will fly in more planners to explore the destination first-hand, as we know planners who have visited the area are more likely to book a meeting here.

These three key areas, along with the support of our community partners, will help us maintain the growth we have seen during the past year as Scottsdale’s tourism industry strengthens.

Rachel Sacco is the president and CEO of the Scottsdale Convention & Visitors Bureau, which is responsible for marketing the Scottsdale area as a premier travel and meetings destination to national and international leisure visitors, travel agents, tour operators and meeting planners.