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Picture the Future of Marana’s Tourism Economy
We're on a journey to make Marana even better than it is today
Restaurants, shopping, hiking, biking, golf, culture and outdoor adventures. These are the top things tourists are looking for when it comes to choosing a destination to visit. They're also the top things residents are looking for to enjoy their community!
The Town of Marana has completed the task of creating a Tourism Master Plan, now we'll begin next steps.
Great Places to Visit are Great Places to Live.
Tourism is a $318 million dollar industry in Marana, and the town has its very own tourism office and brand (Discover Marana) to tell our story and attract both visitors and locals to shop, dine, stay, relax, and play in the community.
Our Tourism Master Planning process started in January of 2024. Comprised of Town department staff and key external stakeholders, the 17-person committee worked diligently to conduct several community meetings, presentations, surveys, assessments of the destination, and exploratory trips to learn from other communities and about key tourism sectors.
The committee has been working with Whereabout, a tourism consultant, to create a 10-year vision for what Marana will look like and what it will offer by 2035. They also received input, feedback, and direction from the Marana Town Council.
“At the heart of the plan is, great places to visit are great places to live,” said Stefanie Boe, Tourism and Marketing Manager at Discover Marana. “This plan is as much about the tourist as it is for our residents. The Tourism Master Plan team is thrilled to see this plan approved.”
Now approved by the Town Council, the Tourism Master Planning Team will begin the implementation plan of 10 individual objectives that span over three phases: Seeding Growth, Supporting Growth, and Reaping Rewards.
“The best part of tourism is what it does for the residents of Marana,” Boe shared. “Every dollar that comes in from a visitor has double the impact on our economy, allowing our Town to continue to provide 5-star service.”
The 52-page roadmap lays out Marana's strengths as a tourism destination and strategizes how it will support sustainable tourism growth, elevate Marana's brand, and enhance the visitor and resident experience.
You can read more about the adopted resolution from the Town of Marana.
Read more about the Tourism Master Plan approval from KGUN 9 News Tucson.
A special thank you to those featured in the video.
In order of appearance:
Stefanie Boe, Town of Marana/Discover Marana
Vic Hathaway, Town of Marana Communications
Amanda Wiggins, Marana Chamber of Commerce, President
Ryan Wissmann, Town of Marana Economic Development & Tourism
Jill McCleary, Town of Marana Clerk
Maggie Kinney, Marana Pumpkin Patch
Sally Edwards, Marana Chamber of Commerce
Lloyd Kirsch, Retired, Marana Restaurant Task Force
Andrea De La Cruz, Town of Marana Manager’s Office
Shelby Scheer, Town of Marana Parks and Recreation
Brandon Mejia, Town of Marana/ Discover Marana
Nycholas Weaver, Tucson Premium Outlets
Sabrina Nelson, The Ritz-Carlton, Dove Mountain
Galen Beem, Marana Regional Airport
Frequently Asked Questions
Can you give some context about tourism in Marana? Why are we doing things differently than the other towns in our area and having our own tourism initiatives? 10 years ago, when the Ritz-Carlton, Dove Mountain was built here in Marana, town leaders had the opportunity to either go with the local DMO (Destination Marketing Organization) or start one from scratch. The Town of Marana has always been a trailblazing community, so the choice was made to keep tourism tax dollars local and tell our own story.
Can you provide an overview of what Tourism Master Planning entails? Why are we doing it? Tourism Master Planning is a ten-year strategic planning initiative focused on the “shop, dine, stay, relax, and play” parts of our local economy. For the past year we have been surveying, interviewing, and gathering information about the “current state” of tourism in our community and creating a plan to fill in the gaps of what we’re missing, develop plans for new attractions, and create a roadmap to success.
How does tourism contribute to the economic development and growth of Marana? Every visitor to our community helps infuse our area with sales tax, tourism taxes (also called the “bed tax”), and support for local jobs and businesses. Additionally, when we create a wonderful place to live, new people are attracted to Marana and want to live here. Having a strong base of talent in various sectors will help us attract new employers as well!
What unique attractions does Marana offer that make it an attractive destination for tourists? We offer a laid-back spot for outdoor adventures for all abilities and ages! You’ll find hiking, biking, golfing, and birding all within minutes. Click here for an overview of all we have to offer.
How can residents of Marana get involved or contribute to the ongoing tourism master planning efforts? Our first step was a community-wide survey to help us gather important data, followed by a community check-in. You can watch the recording of the meeting here and provide feedback to the team via email at maranainfo@maranaaz.gov (add "tourism" to your subject line).
Additionally, the team brought the initial results of the work to the Town Council in October of 2024 for feedback. The team also visited the town of Gilbert, Arizona, to discuss their tourism efforts, presented to various groups, reaching hundreds of people in person over the course of a year.
Can you discuss any recent initiatives or projects related to tourism development in Marana? In 2023, the Town Manager organized a Restaurant Task Force to help recruit new spots to eat to the town. That effort is ongoing. We also launched the Taste of Marana STANDOUT award which recognizes the local establishments we already have for their outstanding food, service, and dedication to our community. We’d love to have your nomination for the next winner! Click here to nominate.
How does Marana balance the preservation of natural landscapes and cultural heritage with the need for tourism development? We want to welcome visitors, but we also want to ensure that our natural resources and cultural areas are protected. We’ll be addressing this in our Master Planning.
What role do local businesses play in the tourism ecosystem of Marana, and how are they supported in the master planning process? Key local businesses are part of our Tourism Master Planning, either through direct participation in the committee or via one-on-one interviews. Without our local businesses, we wouldn’t be as successful as we are as a destination. We’re stronger together!
How does Marana collaborate with neighboring communities or regional tourism organizations to enhance visitor experiences? We collaborate with Oro Valley’s Tourism department as well as the region's towns and cities by participating in the Southern Arizona Sports, Tourism and Film Authority activities. We want everyone in our region to be successful and supporting their efforts means they’ll support ours as well.
Are there any tourism related initiatives I should be excited about? Yes! The Town of Marana is developing a Downtown District. Located in the gateway to southern Arizona, Downtown Marana is your future destination for unique flavors, fun experiences, and vibrant events. Read more on the town website.