Saturday, June 21, 2025
Marana, Arizona, is setting its sights on becoming a top travel destination in the coming decade with the recent approval of its 10-year tourism master plan. With an ambitious strategy to shape and grow tourism, the town aims to boost its economy, increase overnight stays, and provide memorable experiences for visitors. The plan outlines a range of initiatives designed to leverage Marana’s natural beauty, unique culture, and growing infrastructure to attract both domestic and international travelers.
This bold new plan focuses not only on new projects, such as the development of a new downtown district, but also on enhancing and promoting the town’s existing assets. From outdoor recreation to local festivals and arts and heritage, Marana aims to become a destination that offers something for every type of traveler. By the year 2035, the town aims to be widely known for its outdoor adventure offerings, making it a family-friendly destination and a popular choice for vacationers.
In this article, we’ll explore the key aspects of Marana’s tourism master plan, the goals set for the next decade, and how this initiative will shape the future of the town’s tourism industry.
A Town Poised for Growth: The 10-Year Tourism Plan
The town of Marana, located just outside of Tucson in Southern Arizona, has long been recognized for its scenic beauty and proximity to outdoor attractions. However, until now, tourism development in the area has remained relatively untapped. With the new tourism master plan now in place, Marana is poised to build on its existing charm and enhance its tourism offerings.
According to Discover Marana, the team behind the initiative, the plan was developed over the course of a year, with extensive community engagement, surveys, interviews, and field trips helping to shape the vision. The 52-page document is focused on 10 key objectives that will guide Marana’s tourism growth, addressing areas such as infrastructure, accommodation options, and the promotion of local culture.
The town’s tourism growth is already having a positive impact on the local economy. In 2024, tourism directly supported 55 new jobs, marking a 4% increase from the previous year. Furthermore, direct visitor spending in 2023 reached an impressive $156.3 million, with the total economic impact of tourism amounting to $318.2 million.
The Key Objectives of Marana’s Tourism Master Plan
The tourism master plan outlines ten major goals that will help shape the future of Marana as a travel destination. Each of these objectives is designed to create a sustainable and vibrant tourism ecosystem while respecting the needs of local residents.
1. Develop New Amenities
One of the primary goals of the tourism plan is to develop new amenities that will improve the overall visitor experience. The introduction of a new downtown district is one of the key components of this plan. This district will be designed to offer visitors a dynamic mix of dining, entertainment, and retail options, creating a central hub for both tourists and locals.
2. Roll Out the Welcome Mat
Marana aims to become known for its warm hospitality and welcoming atmosphere. Part of this initiative includes improving signage, developing visitor centers, and ensuring that the town is easily navigable for those unfamiliar with the area. By making it easier for tourists to explore and enjoy everything Marana has to offer, the town hopes to create a more inviting environment.
3. Grow Outdoor Recreation and Parks
Marana is already known for its beautiful natural landscapes, and the town plans to expand its outdoor recreational offerings. The development of new parks, hiking trails, and outdoor activities will help attract tourists who seek adventure and exploration in the great outdoors. These additions will complement the existing natural attractions, such as the nearby Saguaro National Park and the Sonoran Desert, further enhancing Marana’s appeal to eco-tourists and adventure seekers.
4. Expand Festivals and Events
The town is committed to growing its festivals and events calendar to attract visitors throughout the year. From local arts festivals to food and wine events, Marana aims to become a hub for cultural celebrations. These events will not only provide entertainment but will also give visitors a taste of the town’s unique culture, further promoting tourism.
5. Preserve Arts and Heritage
Preserving local arts and heritage is an essential component of the tourism plan. Marana recognizes the importance of celebrating its history and creative spirit through museums, galleries, and cultural events. By promoting its artistic and historical significance, the town hopes to enrich the tourist experience and attract those interested in learning about the local culture.
6. Expand Accommodation Options
As tourism in Marana grows, so will the need for diverse accommodation options. The tourism plan calls for expanding hotel rooms, resorts, and vacation rentals to ensure there are plenty of places for visitors to stay. The goal is to cater to different types of travelers, from those seeking luxurious resorts to those on a more budget-friendly vacation.
7. Grow Small Tourism-Focused Businesses and Restaurants
Supporting small businesses is another key aspect of Marana’s tourism strategy. By promoting local shops, restaurants, and services, the town hopes to create a strong and sustainable tourism economy. This will also ensure that visitors experience the authentic flavors, products, and services of Marana.
8. Create a Sense of Place
Marana aims to create a distinct identity that sets it apart from other tourist destinations. By highlighting its unique culture, history, and natural surroundings, the town will cultivate a sense of place that resonates with visitors. This could include establishing iconic landmarks, public art projects, and signature experiences that embody the spirit of Marana.
9. Identify New Funding Sources
To support these ambitious goals, the town plans to identify new funding sources to invest in tourism development. Whether through grants, public-private partnerships, or other innovative financial mechanisms, Marana is committed to ensuring that its tourism growth is both sustainable and well-funded.
10. Use Data to Amplify Storytelling
Using data to inform marketing strategies is another critical element of the plan. By analyzing visitor preferences and trends, Marana will be able to tailor its marketing efforts to attract the right audience. This data-driven approach will help amplify the town’s storytelling and ensure that its tourism efforts are aligned with what travelers are seeking.
The Economic Impact of Tourism in Marana
The growth of tourism in Marana is already providing a boost to the local economy. In 2024, the town’s tourism sector supported 55 new jobs, and the economic impact continues to grow. With the implementation of the 10-year tourism master plan, Marana expects these numbers to rise significantly, driving economic development, improving infrastructure, and supporting the growth of local businesses.
As the town looks ahead to 2035, the tourism industry is expected to play an even more significant role in the local economy, creating more opportunities for residents and contributing to Marana’s overall prosperity.
Looking Forward: Marana’s Bright Tourism Future
Marana’s 10-year tourism master plan is a forward-thinking and strategic initiative that will shape the town’s future as a premier destination. By focusing on sustainable growth, outdoor recreation, and cultural preservation, Marana is well on its way to becoming a top-tier destination for travelers from around the world. Whether you’re interested in adventure, relaxation, or cultural experiences, Marana promises to offer something for everyone.
With the right investments and initiatives in place, Marana is poised to attract more visitors, create jobs, and strengthen its position as a growing and dynamic tourism destination.
