Draft tourism plan reviewed by Town Council
The Oro Valley Town Council held a study session last week to review a draft Leisure Travel Destination Management Plan, a long-range strategy intended to guide how the Town approaches tourism over the next decade. Presented by consultant CSL International, the plan reflects earlier input from residents, stakeholders, the Tourism Advisory Commission (TAC), and Council members. The draft emphasizes leisure-based tourism (outdoor recreation, wellness, arts and culture, events, and culinary experiences) rather than business or convention travel. The plan frames tourism as a way to enhance resident quality of life rather than simply increase visitor volume.
Council sets criteria for what will be done
Much of the discussion centered not on the overall vision, but on how the plan’s recommendations would be prioritized, funded, and phased. Council Member Mary Murphy outlined three criteria she was using to evaluate the draft plan: Whether recommendations put residents first; whether the fiscal impact and long-term financial responsibility are clear; and whether there is accountability in what the Town is
being asked to do. Other Council members agreed with those criteria. Council Member Elizabeth Robb then added three additional considerations: The need for clear sequencing; whether the Town has the capacity and staff to carry out the recommendations; and whether proposed actions are sustainable over time. Together, these six criteria will likely shape future Council discussions about the plan.
Visit Tucson discussion clarified scope and intent
Council members also discussed why Oro Valley ended its formal relationship with Visit Tucson and what that decision means going forward. That discussion was not about reopening the decision, but about making sure the draft plan is evaluated with a clear understanding of what Oro Valley does and does not intend to do going forward.
The discussion made clear that the Town does not intend to replicate Visit Tucson’s role or scale, particularly its convention, meetings, and large-group sales functions. Instead, Oro Valley’s approach is focused on smaller-scale, leisure-oriented tourism that aligns with the community’s character and existing assets.
Council members emphasized that the plan is not about building a destination marketing organization comparable to Visit Tucson, but about developing a strategy tailored to Oro Valley’s size, priorities, and fiscal capacity.
Aspirational ideas are not near-term actions
The draft plan includes a set of longer-term “big ideas,” such as expanded cultural venues, enhanced event programming, and new destination-defining spaces. Council members emphasized that these concepts are aspirational and do not represent approved projects or commitments. Any such ideas would need to return to Council with detailed cost, feasibility, and operational information before moving forward.
TAC review reflected more caution than Council summary
Several of the concerns raised by the Tourism Advisory Commission (TAC) closely mirrored the evaluation criteria Council members said they were using during the study session. TAC reviewed the plan the previous week. The TAC comments on the draft plan was presented to Council as having been completed and incorporated into the materials, and that description was accurate as far as it went.
However, the TAC’s January 26 discussion reflected a more mixed and cautionary review than was conveyed in the summary presented to Council. While commissioners offered technical and prioritization comments that were incorporated into the draft, several also said they were uncomfortable moving forward with the plan as written and questioned whether the Town is prepared to implement it at this time. Those commissioners raised concerns about staffing capacity, cost, and the pace of moving ahead following the Town’s decision to end its relationship with Visit Tucson. The commission did not vote to reject the plan and took no formal position, as its role is advisory, but the individual concerns expressed went beyond technical edits and were not fully reflected in the high-level summary presented to Council.
Next steps
Because the item was a study session, no action was taken. Staff will compile Council feedback and use it to revise the draft plan. Any future decisions related to funding, governance, or implementation will return to Council as separate agenda items.
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