Benchmark Comparison Featured Tourism

Tourism Government Models DMO Benchmark

By Donna Joy / January 4, 2023

Arizona Governments Tourism Program Benchmark

Arizona Destination Marketing organizations are defined by the Arizona Office of Tourism, “It is the responsibility of the municipality or county to designate either themselves or another organization if they intend to participate in AOT’s programs.“

The Arizona Governments Tourism Program Benchmark reviews Single Municipalities, Counties, the State of Arizona Office of Tourism, and government Convention Visitors Bureau (CVB) models.

Arizona Office of Tourism

Arizona Destination Marketing Organizations

Arizona Destination Marketing organizations are defined by the Arizona Office of Tourism, “It is the responsibility of the municipality or county to designate either themselves or another organization if they intend to participate in AOT’s programs.“

State Tourism Marketing Single Businesses on VisitArizona

“If you operate a tourism-related organization in Arizona, become an Arizona Tourism Partner. As a partner, you can submit and manage listings and travel deals for your business to be promoted on our site – at no charge to you. ” The type of business category is in the drop-down button. Website Eligibility requirements

AOT is clear in the policy and provides many resources for businesses in tourism. “If you operate a tourism-related organization or business that offers travel or hospitality services to visitors to and within Arizona, sign up below to create an account. You’ll be able to manage your listing, staff contact list, and add calendar events through our partner portal.”

Single Municipalities

Single Cities or towns Destination Marketing Programs

Single Cities or Towns are self-managing the Designation Marketing Organization DMO and operate under a fee-for-service method. They qualify to benefit from many Arizona Offices of Tourism programs by being a DMO. AOT offers many free marketing and branding programs for single cities. In addition, AOT has co-op programs that are very effective for Cities and Towns. AOT resource center provides free research and data-driven performance-based data along with free marketing tools such as a library of images for use.
They typically operate as:

  • Operate as a “Fee for Services” outsourcing items to experts in the field.
    • Consultants
    • Marketing personnel at Trade Shows
    • Graphic Arts & Media Services
    • Website developers
    • Research, Data Collection experts
    • Visitors services
  • A City personnel manages the tourism elements, and a department or office
  • Tourism Advisory Committee TAC comprised of representing the hospitality industry, three local business community members, and one City Council member
    • Come up with advice, and provide guidance and strategic direction to the tourism team. Typically setting up the policy, reviewing data and performance, and reporting to City Council.
  • City Tourism Website that targets markets tourism for the city’s designation.
    • City Tourism Websites have different formats. Some with paying City-Tourism businesses. (The City of Flagstaff operates a pay-for) while others provide website placement for free.

Convention Visitors Bureau

In Arizona, the Convention Visitors Bureau model is a collaboration of multi-governments driven by Tourism Taxes. Tourism taxes provide levels or tiers and are restricted. Qualifications are required and are based driven on Tourism Taxes.

Scottsdale Convention Visitor Bureau

Operates under a tradename, Experience Scottsdale as a multi-government Destination Marketing Organization. Primary funding comes from tourism taxes and is restricted, monitored, and controlled.

City or Town in a CVB Model

Bed Taxes are the largest taxing destination coming from a City or Town.
The City of Scottsdale and the City of Paradise Valley. They have exclusivity for Lodging. Neither City lodging-stakeholder’s pay is to be included.
However, lodgers may pay the CVB for features or advertisements if they choose.

County Tourism Taxes in a CVB Model

Counties that have “County Tourism Taxes” can participate in a CVB model.
Neither Yavapai County nor Coconino county has a County-tourism-tax. So Sedona doesn’t have that option. Currently 5-802. Formation of authority

Scottsdale is located in Maricopa county. Maricopa County has a voter-approved authority, AZ Sports & Tourism Authority ( Proposition 302). Based on this tourism tax Non-lodging-tourism related businesses in the county may be eligible and may pay to play. Eligibility policy

Membership Eligibility Criteria for CVB Model

Experience Scottsdale  Member Eligibility criteria for
Experience Scottsdale membership:

  • Businesses must relate to the tourism or hospitality industry and demonstrate that they provide tourism-related products or services as part of their regular offerings with the exception of businesses interested in the Allied membership category*.
  • Hotels, resorts and spas must have a Scottsdale or Paradise Valley address. However, hotels and resorts applying for the Statewide membership category may be considered upon request. 
  • Golf courses throughout Maricopa County are eligible to apply for membership. However, golf courses associated with ineligible hotels and resorts cannot apply.
  • Maricopa County businesses in the following categories are eligible to apply: Allied*; Activities; Art + Culture; Dining; Golf; Meeting Services; Moving to Scottsdale; Nightlife; Outdoor Adventure; Shopping; Spa + Wellness; Transportation; Visitor Services. 
  • Statewide businesses in the following subcategories are eligible to apply: Air Tours; Attractions, Group + Spouse Activities; Statewide Accommodations; Off-Roading; Ground Tours.

Arizona Governments Tourism Benchmark report looks at four different government models that provide “Government Tourism Destination Marketing” in Arizona. Each one operates a Tourism Program that fits the city or town best.

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Tourism Arizona Governments Benchmark was prepared by Donna Joy Varney in the hopes that it would provide a public tool and public awareness. Donna did this along with the research as an unpaid volunteer.

With changing growing public policy, Donna Joy came up with Research Trackers to help her understand more and keep the information straight. Donna’s interactive tracker saves time, allowing her to re-verify data, update reports and infographics and check sources at any time. The trackers also allow you the ability to check and verify her work. Check the fact checker.
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