The Sedona Tourism Advisory Board (TAB) meeting on August 6, 2025, focused on enhancing the city’s tourism strategy, particularly through the continuation and expansion of the "Redefined Desert" campaign. The board discussed the importance of attracting more families to Sedona, with one member highlighting a successful family-focused marketing approach that resonated with visitors.

A key proposal was to launch the campaign targeting flight markets six weeks earlier than drive markets. This staggered approach aims to capture potential visitors during peak booking times, ensuring they choose Sedona over other destinations. Board members expressed strong support for this strategy, noting that higher-end travelers tend to book their trips well in advance.

The discussion also touched on the need to maintain a positive presence in the Canadian market, with plans for brochure distributions at Canadian conferences and partnerships with Brand USA to reach luxury travelers. Additionally, the board acknowledged the growing diversity in Sedona and the importance of marketing to a broader audience, including those seeking mental health and wellness experiences.

Concerns were raised about the impact of recent wildfires on tourism perceptions, particularly regarding the Grand Canyon. The board emphasized the need for clear communication to potential visitors that the South Rim remains open, countering misconceptions that could deter travel.

Overall, the meeting underscored a proactive approach to tourism marketing, with a focus on strategic timing, inclusivity, and addressing current challenges to ensure Sedona remains a top destination for travelers.