Building the Arizona Brand: Faced with a total fund sweep, the tourism industry says it’s worth the investment 

Arizona’s moderate winters, diverse geography and year-round golfing have long been a draw for visitors from around the country and the world. From the awe-inspiring vistas of the Grand Canyon and Sedona’s red rocks to the rich history of Route 66 and Tombstone, the state offers something for just about everyone. The mere existence of these attractions isn’t enough, some say. Making sure would-be visitors actually step foot — and spend money — in Arizona requires investment at the state level. Those in the tourism industry say the state’s appeal needs to be fostered and its promotion consistently funded.