Marana, a picturesque town nestled just outside of Tucson in southern Arizona, has revealed an ambitious 10-year tourism master plan designed to transform the town into a prominent destination by 2035. This forward-looking strategy emphasizes sustainable growth, outdoor recreation, and cultural preservation, with the goal of attracting both domestic and international visitors.
The plan is the result of extensive community input, surveys, and market analysis, which have been carefully crafted to enhance Marana’s unique natural beauty, outdoor adventure offerings, and community-driven experiences. The plan outlines specific initiatives aimed at boosting the town’s tourism economy, increasing overnight stays, and creating an unforgettable travel experience for visitors of all types.
Key Objectives for Marana’s Tourism Growth
Marana’s tourism master plan focuses on ten major objectives that will shape the future of the town as a premier Arizona destination:
- Developing New Amenities and Infrastructure
A central part of Marana’s vision is the creation of a new downtown district, which will offer a vibrant mix of dining, shopping, and entertainment. The aim is to create a dynamic, walkable hub for both residents and tourists, making it easier for visitors to experience the local culture. - Improving Visitor Experience
Marana seeks to become known for its hospitality, with efforts to enhance signage, establish visitor centers, and improve wayfinding throughout the town. This goal is centered on creating a more welcoming environment and helping tourists explore the town with ease. - Expanding Outdoor Recreation
Marana is already celebrated for its stunning landscapes, and the tourism plan aims to enhance the town’s outdoor recreation opportunities. New parks, hiking trails, and adventure activities will be developed to attract eco-tourists and adventure seekers, complementing the town’s proximity to Saguaro National Park and the Sonoran Desert. - Growing Festivals and Cultural Events
The town plans to expand its festivals and events calendar, including arts festivals, food and wine events, and outdoor markets. These events will not only serve as entertainment but will also help visitors engage with Marana’s unique cultural heritage. - Preserving Local Arts and Heritage
Marana’s tourism strategy emphasizes the importance of arts and heritage preservation. The town will expand museums, galleries, and public art projects to celebrate its history and artistic spirit, providing visitors with an authentic experience. - Expanding Accommodation Options
As tourism grows, Marana plans to diversify its accommodation options. The town aims to offer a range of accommodations, from luxury resorts to budget-friendly stays, ensuring that there’s a place for every type of traveler. - Supporting Small Businesses and Local Dining
Promoting local shops, restaurants, and services is a critical part of the plan. Marana intends to build a strong, sustainable tourism economy by supporting small businesses, offering visitors the chance to enjoy local flavors, crafts, and experiences. - Creating a Distinct Sense of Place
One of the most exciting aspects of the master plan is the creation of a distinct identity for Marana. By focusing on its natural surroundings, cultural heritage, and community-driven atmosphere, Marana will offer visitors a one-of-a-kind experience that sets it apart from other Arizona destinations. - Sourcing New Funding
To implement this ambitious plan, Marana will explore new funding sources, including public-private partnerships, grants, and innovative financial mechanisms. This ensures that the tourism development is sustainable and well-supported. - Data-Driven Storytelling
Marana’s tourism team will use data to enhance its marketing strategies, targeting the right audience based on traveler preferences and trends. This data-driven approach will help Marana amplify its stories and showcase what makes the town unique.
The Economic Impact of Marana’s Tourism Plan
The economic impact of the tourism sector in Marana is already being felt. In 2024, the town saw a 4% increase in tourism-related employment, with 55 new jobs created. Additionally, visitor spending reached $156.3 million in 2023, contributing to a $318.2 million total economic impact. With the 10-year tourism plan in place, these numbers are expected to grow, driving economic development and supporting local businesses.
The town also projects significant improvements in infrastructure, including expanded transportation networks and visitor facilities, which will provide an even stronger foundation for tourism growth.
Looking Toward 2035: A Bright Future for Marana
The 10-year tourism master plan is a bold step for Marana as it positions itself for a future of sustainable growth and increased visibility in the travel and tourism industry. By focusing on outdoor recreation, cultural enrichment, and small business development, Marana is setting the stage for a new era of tourism.
As the plan unfolds over the next decade, the town of Marana will not only become a sought-after destination for outdoor adventure and cultural experiences but will also contribute significantly to Arizona’s growing tourism sector.
Visitors to Marana in the coming years can expect an enriched experience, whether they’re exploring the desert landscape, enjoying a local festival, or staying in a world-class resort. By 2035, Marana hopes to be firmly established as one of Arizona’s top travel destinations, drawing travelers from across the globe.
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