This survey of visitors to Arizona’s wine tourism regions was undertaken to gather market research on a growing industry, including visitor demographics, travel patterns, satisfaction with the experience and spending patterns. This information will assist the wineries, vineyards, tasting rooms and local tourism communities in the wine regions with targeted marketing efforts, product development, and advocacy for a burgeoning industry that is critical to the health of these rural regional economies.

Arizona’s travel and tourism industry is operating in a new landscape driven by sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. Thus the creation and importance of its 5-Year Strategic Plan is to lay the foundation upon which our agency will take the lead and assist in the continued growth and prosperity of our industry over the next five years, further contributing to the overall economic development of the state.