State sets sights on product development

Arizona by Alan Moore

State sets sights on product development

Tourist office targets new operator links

IN LESS than three years Arizona has seen the number of UK tour operator brochure pages featuring the state more than double to 692.

And since Arizona opened a UK tourism office in 1997, the number of operators offering the destination has risen from 16 to 69.

The dedicated UK office and the start of a daily British Airways non-stop service between Gatwick and Phoenix have been major factors in the state’s dramatic rate of exposure during this period.

Although the attractions of the Grand Canyon and the Old West have unquestionably been the main draws, the Arizona Office of Tourism is looking to World Travel Market to broaden operator links.

AOTUK director Michael Squire said: “Most of the major operators are reporting increased sales to Arizona of between 20%-30%. The Grand Canyon remains the largest attraction but more operators are going into specialised fields such as Native American tours – particularly for self-drives.

“Companies such as British Airways Holidays, Premier and Kuoni are moving away from set itineraries to tailor-made options. So we need to talk with others at WTM to see who their clients are and what they are looking for.”

Squire said 70% of UK visitors to Arizona are on their second or third visit to the US, many of whom have briefly visited the state and are looking to spend more time there.

Twin-centre options

A recent development includes a joint-product venture between Arizona and the state of Sonora in Mexico that will see suggested twin-centre self-drives and escorted tours.

For example, these can include the Grand Canyon and Tucson areas combined with the Sea of Cortez coast inMexico.

Squire said: “It gives visitors an option to include the seaside with more than 600 miles of sandy beaches around the San Carlos area in Mexico.

“There is also the attraction of a sharp contrast in cultures, including Native American in the north and the Hispanic Indian influence in the south.”

The state’s tourism office is teaming up with members of the Sonora Regional Development Programme at WTM to discuss the new tours with the UK trade. Receptive operators putting together new heritage-based product include Native American Tours, Spirit Trails, Sonoran Sunsets and Indian Country Tours.

Hot stuff: the state is hoping to promote its natural attractions such as Lake Powell together with a wider range of twin-centre breaks