Visit Tucson Generates $317.8 Million Economic Impact

Visit Tucson’s efforts generated $317.8 million in total economic impact through leisure travel, meetings, sports, public relations and other tourism-related activities in FY 2025-26.

Tourism continues to play a significant role in the broader Pima County economy. 

Visit Tucson highlighted the continued economic impact of tourism and the value of destination marketing at its annual meeting, reporting a $26 return to the Tucson metro region for every $1 invested in Visit Tucson’s program of work.  

In 2025, an estimated 7 million visitors traveled to the region, generating $2.89 billion in direct travel spending. The visitor economy supported 22,020 travel-related jobs and generated $79.4 million in local tax receipts and $144.6 million in state tax receipts. 

“Tourism continues to be a powerful economic driver for our community, and these results demonstrate the significant value of investing in destination marketing,” said Felipe Garcia, Visit Tucson president and CEO. “Visit Tucson plays an important role in bringing visitors, meetings, sporting events and media attention to our region, and every visitor we attract supports local businesses, creates jobs and contributes to the vitality of our community.” 

Visit Tucson’s annual meeting brought together tourism industry partners, community leaders and stakeholders to recognize the industry’s contributions and look ahead to opportunities to continue growing Tucson’s visitor economy. 

Image courtesy Visit Tucson