The recent Sedona Tourism Advisory Board (TAB) meeting highlighted significant challenges and strategic responses regarding tourism in Sedona. With a total expenditure of $163,582 on various advertising initiatives, the board discussed the effectiveness of their marketing efforts aimed at attracting visitors from key markets.

Initial results from the advertising campaigns indicate a positive return on investment (ROI), although officials cautioned that it is still early to draw definitive conclusions. The board noted that markets such as Seattle and Denver are underperforming, likely due to their distance from Sedona, while closer markets like Phoenix, Los Angeles, and Tucson are yielding better results.

Concerns were raised about a noticeable decline in tourism activity. Data revealed that June 2025 saw fewer vehicles in Sedona compared to the same month in 2024, and businesses reported a downturn in revenue and profit during May and June. The combined sales and bed tax figures for May 2025 were also lower than the previous year, prompting the board to seek additional funding from the city council.

The council approved an extra $60,000 for advertising, with $50,000 earmarked for immediate marketing efforts featuring new imagery. The strategy includes a $15,000 banner at Phoenix Airport and $35,000 for digital advertising, which will focus on expanding reach in more promising markets. Notably, the board decided to withdraw advertising efforts from Seattle and Denver, reallocating those funds to drive markets while maintaining existing budgets for San Francisco and Dallas.

This strategic pivot reflects the board's commitment to adapting to changing tourism dynamics and underscores the importance of targeted marketing in sustaining Sedona's appeal as a travel destination. As the board moves forward, the effectiveness of these new strategies will be closely monitored in the coming months.