The latest Tourism Economics study unveils how the travel and tourism sector has charmed millions of visitors and locals alike and has also become an economic powerhouse for the Greater Phoenix area that encompasses Maricopa and Pinal Counties. The study highlights the profound benefits that visitors bring to households, businesses, and government, emphasizing tourism’s pivotal role in shaping the region’s thriving future.
Here are a few highlights from the 2023 Tourism Economics Impact Study:
• The vibrant tourism scene in the Phoenix Metropolitan Statistical Area (MSA) fueled $22.8 billion in total business sales.
• In 2023, visitors spent $12.9 billion in the Phoenix MSA, a 7.6 percent increase from the previous year and 27.1 percent above 2019.
• Greater Phoenix welcomed 46.7 million visitors in 2023, a 4.7 percent increase from 2022.
• Phoenix visitor activity generated 89,923 direct jobs in 2023, with an additional 51,081 jobs supported by the indirect and induced impacts of visitor activity across 17 industries, including nearly 20,000 jobs in business services, finance, insurance, and real estate sectors.
• Visitor spending generated $1.6 billion in state and local tax revenues, fueling essential public services and infrastructure, and reinforcing tourism’s value to every resident.
The study underscores the transformative impact sports tourism and events have on our city. In 2023, Phoenix hosted Super Bowl LVII and the World Baseball Classic, in addition to a World Series appearance from the Arizona Diamondbacks and the annual Cactus League Spring Training season. These events drew hundreds of thousands of visitors to the area.
The future of sports tourism in greater Phoenix is optimistic, and with an impressive lineup of events on the horizon, the city is set to continue this positive trajectory. With the 2024 NCAA Men’s Final Four and the 2024 WNBA All-Star Game just taking place, in addition to the 2026 NCAA Women’s Final Four and the 2027 NBA All-Star Game, travel and tourism will continue to drive economic growth and provide unparalleled exposure for the city and region.
“Travel and tourism remain an undeniable anchor in the growth and evolution of the Sonoran Desert; we continue to bolster our legacy as a one-of-one destination defined by unmatched hospitality and endless opportunity, and together, we will continue to show the world that Phoenix is always a good idea,” Ron Price, President and CEO of Visit Phoenix said. “We’re always moving forward; Phoenix is ours to share and a place for all to keep.”
Visit Phoenix is a nonprofit that promotes the Phoenix community to a global audience of travelers through many avenues, including booking conventions at the Phoenix Convention Center and area hotels and resorts. In partnership with nearly 900 member businesses, Visit Phoenix brings business to Greater Phoenix—from leisure visitors to group meetings to popular sports events.
Tourism Economics is a leading economic impact analysis and forecasting provider for the travel sector. With a team of specialized economists, Tourism Economics serves over 500 clients annually, delivering insights that drive better marketing, investment, and policy decisions.
For more information, visit tourismeconomics.com and visitphoenix.com.
