The Sedona Tourism Advisory Board (TAB) meeting on August 6, 2025, highlighted a renewed optimism in European travel to the U.S., despite earlier concerns about a decline in tourism. A key takeaway from discussions was the importance of positioning Sedona favorably in the European market as decisions for 2026 travel begin to take shape in the coming months.

Attendees noted that many travel bookings from Europe for 2025 were made prior to March and April, mitigating some of the anticipated downturn. "Optimism is coming back," one board member stated, emphasizing the need for Sedona to maintain a strong presence in the market, particularly regarding currency and geopolitical factors.

The board also discussed the Arizona Office of Tourism's (AOT) rural co-op program, which allows rural destinations like Sedona to apply for funding to support marketing efforts. Sedona has submitted an application for a $50,000 co-op program, which would be matched by AOT, allowing for a total of $100,000 in marketing expenses. This funding will support attendance at key trade shows and the use of digital marketing tools.

In addition, the board plans to experiment with new digital marketing strategies, including paid search campaigns and video distribution on platforms like YouTube. These initiatives aim to enhance Sedona's visibility and attract more visitors in the coming years.

As the meeting concluded, the board underscored the significance of these strategies in navigating the evolving tourism landscape and ensuring Sedona remains a top destination for travelers.