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Arizona launches campaign to reinvigorate state’s tourism industry

(Facebook Photo/Arizona State Parks)

PHOENIX — As the Arizona economy adjusts to operating within the constraints of the coronavirus outbreak, the Arizona Office of Tourism has launched a campaign aimed at tourism recovery throughout the state.

The office’s Rediscover Arizona campaign utilizes a phased approach that initially focuses on providing Arizonans with a variety of ways to enjoy their home state.

“There’s a unique opportunity right now to vacation around our state which we, as residents, often take for granted but that millions of people flock here to see each year,” Tourism Director Debbie Johnson said in a press release.

“Arizonans are looking forward to traveling, so we’re showing them why our state has something for everyone.”

Rediscover Arizona’s webpage provides residents with strategies for staying safe as they explore the Grand Canyon State, along with ideas for outdoor activities, road trips, staycations and camping.

The Arizona-centric phase of the campaign is expected to extend through at least July 4.

Subsequent aspects of the campaign will focus on residents in nearby states and eventually those across the country once it has been established that travelers are beginning to resume normal activity.

Valley economist Jim Rounds says tourism is a huge part of the Arizona economic engine, and it’s the industry that concerns him the most right now.

“We’re seeing a significant decline in activity,” he said. “We’re predicting activity will decline by two-thirds, and that translates into billions of dollars in lost economic activity.”

Rounds sees international travel not returning to normal for 2-3 years, but domestic travel should resume much sooner depending on how long the pandemic continues.

“If we recapture just 10 percent of the economic losses we’re anticipating, that equals $100 million in state tax collections,” he said.

KTAR News 92.3 FM’s Jim Cross contributed to this report.

For Arizona vaccine information, visit

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