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Working on three fronts to market Tucson to the world

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Working on three fronts to market Tucson to the world

Working on three fronts to market Tucson to the world. The Metropolitan Tucson Convention and Visitors Bureau (MTCVB) is the sole organization responsible for marketing Tucson and Southern Arizona as a premier travel and meetings destination to national and international audiences. Our efforts to market the region take many forms: some out front, some behind-the-scenes — all looking forward.

Out front

• US Airways Magazine. If you fly US Airways over the holidays you’ll enjoy a 45-page editorial spread on the Tucson region in US Airways Magazine — the result of a successful partnership among MTCVB, our partners in tourism and economic development and the US Airways Magazine team. The magazine will be on board US Airways’ flights in December, reaching more than 3 million of the most affluent and sophisticated travelers nationally and internationally.

• Leisure travelers in the United Kingdom. To encourage more visitors from the United Kingdom, MTCVB recently participated in a sales mission reaching more than 300 tour operators and travel agents with information and training on the “Southwest product” including Tucson-area ranches, resorts, outdoor recreation and unique visitor amenities. MTCVB partnered with the Scottsdale Convention and Visitors Bureau, Grand Canyon, Detours of Arizona and the Boulders Resort to promote the “buy Arizona” message and ultimately reach high-end leisure travelers.

• Meeting planners in Washington, D.C. MTCVB partnered with four area resorts on a sales mission to the Washington, D.C., area — home to many large associations and meeting professionals responsible for booking business into numerous cities. The group presented Tucson’s meeting amenities and attributes to more than 150 planners through sales calls and client receptions. The effort generated leads, bookings and room nights from pre-qualified meeting planners and serves to introduce our product to new meeting planners who are considering the Southwest.

• Travel-lovers in Canada. Thanks to advance work by MTCVB’s public relations department, Canadian travelers’ enthusiasm for all things Southwest are getting a boost from a unique story that includes Tucson in the November issue of Canadian Geographic Travel Magazine. Canadian Geographic is Canada’s sixth most-read magazine, with a subscription and newsstand circulation of approximately 200,000 and an estimated 3.3 million readers per issue.

Behind the scenes

• Business and tourism development in Mexico. MTCVB is working with the Arizona District Export Council and other key partners to take a delegation of U.S. companies to exhibit at the Nogales Supplier Expo, Nov. 15, hosted by the Maquiladora Association in Nogales, Sonora. MTCVB saw an opportunity to strengthen our community’s business relationships and is taking the initiative to bring together suppliers and buyers from different maquiladoras throughout Mexico.

• Preparation for Gem Show 2013. Area businesses will again participate in a “Welcome Program” coordinated by the MTCVB during the Gem, Mineral & Fossil Showcase, Feb. 2-17, 2013. MTCVB works with City of Tucson transportation, police and fire departments to contribute to smooth operations for the 50,000-plus participants of this cornerstone event.

• Educating frontline hospitality employees. Each year, MTCVB partners with the Southern Arizona Attractions Alliance for a day of site visits to attractions and visitor venues. The seventh annual Ambassadors Familiarization Tour was Monday (Nov. 5) and drew more than 150 tourism and hospitality industry employees, docents and volunteers (including colleagues from Phoenix and Sedona). Participants chose one of seven half-day tours and honed their customer service skills during a luncheon presentation, followed by an attractions tradeshow.

Looking ahead

• Branding the region for tourism. During the next several months, MTCVB will engage in a destination branding initiative that will define Tucson’s unique tourism attributes and develop new messaging to promote this region to potential visitors. In early 2013, Tucson’s business community and residents will be asked to weigh in on the process. We hope you will participate.

• Visitor analysis. MTCVB is in the midst of a visitor analysis, which is aggregating customer data from nearly 20 area hotels and resorts to determine top visitor feeder markets, when customers book, how long they stay and how much they spend. MTCVB will use this data to determine when and where to place future Tucson travel advertising.

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This article was written by danohawk