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Tourism

Arizona Co-Chairs

Alix Skelpsa Ridgway

Interim Director/Deputy Director
Arizona Department of Tourism

Felipe
Felipe Garcia

Executive Vice President
Visit Tucson

Committee Collaborations

The Tourism Committee focuses on increasing tourism, arts & cultural opportunities to ensure economic opportunities for both states. This committee works to enhance connectivity and expand cultural understanding, while promoting the binational assets of the Arizona/Sonora region to increase tourism.

 

How to Get Involved

The AMC/CSEU binational committees are always looking for new members, passionate about strengthening the ties between Arizona and Mexico. As a committee member you will be surrounded by subject-area experts and business leaders from Arizona and Mexico, coming together to achieve common goals. Join a committee and help us shape policy, and exchange ideas and information through cross-border communication and collaboration.

If you’re interested in learning more about this committee or how to get involved, click here to send us a note and we’ll get you connected.

Committee Executive Summary

Through proactive cross-border collaboration, the committee has successfully enhanced communication networks, amplified market exposure within each region, and delivered data-driven insights on regional economic impacts. The strategic importance of this alliance is highlighted by target-market data showing that Mexico accounts for 79% of Arizona’s total international visitation. Visit Tucson’s work with journalist Rebecca Toy directly contributed to Sonora’s inclusion in National Geographic’s 15 Best Food Destinations for 2026, highlighting La Ruta del Bacanora.

Action Plans

#1 – Enhance Connectivity: The primary focus is to streamline cross-border travel and actively cross-promote our combined destinations to a global audience.

  1. International Flight Leverage: to promote both regions to travelers. 
  2. Travel Requirement Communication: Deploy a unified, clear communication campaign across digital channels to educate travelers on cross-border entry rules, visa needs, and customs procedures for both states. 

#2 – Promotion of Agave Culture in Both Regions: Promote the region together by using Bacanora as a selling point and attend events both in Sonora and Arizona.

  • Binational Itinerary: Work with key tour operators to create a binational itinerary.
  • Festival Expansion: Visit Tucson and the Agave Heritage Festival successfully expanded regional spirit events.
  • Influencer Engagement: Visit Tucson hosted creator Lucas Assis at the 2026 festival, featuring a Borderlandia Sierra tour to meet Bacanora producers.

#3 – Create a Regional Brand: Sonora proposed a campaign: “The Desert Highway” to promote both regions. The committee will continue to identify events where both Arizona and Sonora can participate.