The recent Sedona Tourism Advisory Board (TAB) meeting highlighted significant trends and challenges facing the local tourism industry as summer 2025 progresses. The discussions centered around traffic patterns, business performance, and community engagement, reflecting the board's commitment to understanding and supporting the local economy.

Traffic data revealed fluctuating patterns, with a notable decrease in numbers during June, followed by a slight uptick in July, particularly on Highway 89A North. This trend raises questions about the nature of visitors, as increased traffic does not necessarily correlate with higher spending in the area. Insights from geolocation providers indicated that while device counts remained stable, sales tax revenues were down, suggesting that many travelers may be passing through Sedona without contributing significantly to the local economy.

In response to these challenges, the TAB has initiated a series of community listening sessions aimed at fostering better communication with local businesses. This effort includes the implementation of a Sedona business performance and outlook survey, which gathered feedback from 15 business owners across various sectors. The survey results indicated a concerning trend: while May showed some businesses performing well, June saw a decline in revenue for the majority of respondents. This pattern underscores the need for ongoing assessment of the tourism landscape to adapt strategies effectively.

The board is considering a quarterly pulse survey to provide timely insights into business conditions, allowing for more proactive decision-making. This approach aims to bridge the gap between data collection and actionable strategies, ensuring that the community can respond swiftly to changing circumstances.

Feedback from local business owners during the meeting emphasized the importance of continued engagement and support from the TAB. Suggestions included enhancing communication efforts and developing contingency plans for future challenges. The board's responsiveness to community concerns was praised, with members expressing appreciation for the collaborative atmosphere fostered during the discussions.

As the summer season continues, the TAB remains focused on understanding the dynamics of tourism in Sedona. The insights gathered from local businesses and traffic data will inform future strategies, ensuring that the community can navigate the complexities of the tourism economy effectively. The next steps will involve further discussions on contingency planning and proactive measures to support local businesses in the face of fluctuating visitor patterns.