Tourism promotion delivers strong return, strengthens Scottsdale’s reputation

A recent study confirms that strategic tourism promotion is not only driving visitation to Scottsdale but also strengthening the city’s reputation and generating significant economic benefits for residents.

The City of Scottsdale and Experience Scottsdale commissioned leading tourism research firm Longwoods International to evaluate the effectiveness of Experience Scottsdale’s marketing efforts. The study found that for every dollar invested in advertising, Experience Scottsdale generated $214 in visitor spending and $7 in city tax revenue.

According to Longwoods International, Experience Scottsdale’s return on investment is nearly four times higher than the industry benchmark for destinations of similar size.

“Experience Scottsdale’s targeted marketing strategy paid off handsomely by effectively leveraging limited marketing resources into significant incremental visitor spending that would not have occurred without their campaign,” said Amir Eylon, president and CEO of Longwoods International. “For every public dollar invested in this program, seven new tax dollars were generated for the residents of Scottsdale’s benefit. Bottom line: the campaign was not only effective and efficient, but also a major net gain for the local economy and the residents of Scottsdale.”

The study evaluated Experience Scottsdale’s 2025 advertising campaigns in three key markets: New York City, Chicago and Los Angeles. Research focused on travelers age 35 and older with household incomes above $150,000, reflecting Scottsdale’s strategy of attracting high-value visitors who contribute significantly to the local economy.

Results showed strong engagement among that audience. Nearly three-quarters of those surveyed recalled seeing at least one Experience Scottsdale advertisement, and those campaigns generated visitation at a cost of just $1.46 per trip.

The research also found that tourism marketing does more than inspire travel. Experience Scottsdale’s advertising significantly improved perceptions of Scottsdale across multiple reputation measures, including a 25-point increase in agreement with the statement, “Scottsdale is a good place to visit.”

“Tourism promotion plays an important role in telling Scottsdale’s story and showcasing what makes our community special,” said City Manager Greg Caton. “When people choose to visit Scottsdale, they support local businesses, generate tax revenue that helps fund city services, and often become long-term ambassadors for our community.”

Experience Scottsdale President and CEO Rachel Sacco said the findings demonstrate the lasting impact destination marketing can have on a community.

“With marketing, you have mere seconds to make an emotional connection with a potential visitor,” Sacco said. “Yet as this research shows, those seconds have a profound, long-lasting impact on our community. As a nonprofit organization largely funded by visitor-paid tax dollars, we are proud that our campaigns are truly moving the needle for the benefit of Scottsdale businesses and residents.”

Longwoods International’s research also revealed that consumers who recalled Experience Scottsdale’s advertising were more likely to view Scottsdale favorably not only as a vacation destination, but also as a place to live, work, start a business, attend college, purchase a vacation home and retire.

“Scottsdale’s strong reputation and quality of place are among our greatest economic development assets,” said Kevin Burke, Scottsdale’s senior director of Economic Development and Tourism. “Experience Scottsdale helps amplify those strengths by introducing new audiences to our community. That increased awareness supports opportunities to attract investment, talent, businesses and future residents.”

While the study focused on specific campaigns in three markets, Experience Scottsdale promotes Scottsdale through a broader portfolio of domestic and international marketing, public relations, convention sales and tourism trade programs.

Tourism remains a significant contributor to Scottsdale’s economy. Visitors support local restaurants, retail shops, resorts, attractions and small businesses while generating tax revenue that helps fund city services and infrastructure enjoyed by residents year-round.