Council approves Marana Tourism Master Plan

Published on June 24, 2025

Marana, AZ – Marana Town Council approved the 10-year Tourism Master Plan during their regular meeting held June 17, 2025. The 52-page document lays out Marana’s strengths as a tourism destination and strategizes how the Town will support sustainable tourism growth, elevate Marana’s brand, and enhance the visitor and resident experience.

“At the heart of the plan is great places to visit are great places to live,” said Tourism and Marketing Manager Stefanie Boe, who oversees Discover Marana, the Town’s destination marketing organization. “This plan is as much about the tourist as it is for our residents, the Tourism Master Plan team is thrilled to see this plan approved.”

The Tourism Master Planning process started in January of 2024. Comprised of Town department staff and key external stakeholders, the 17-person committee worked together to conduct several community meetings, presentations, surveys, assessments of the destination, and exploratory trips to learn from other communities and about key tourism sectors.

The Mayor and Council were able to provide the team with additional input and direction during an October 2024 study session. Taking all feedback and direction into consideration the committee also produced a short tourism video for the 2025 State of the Town highlighting the current competitive position of Marana’s tourism economy.

“The best part of tourism is what it does for the residents of Marana,” Boe shared. “Every dollar that comes in from a visitor has double the impact on our economy, allowing our Town to continue to provide 5-star service.”

The total economic impact of tourism in Marana for 2023 amounted to $318.2 million according to Curt Woody the Director of Economic Development & Tourism.

Now approved by town council, the Tourism Master Plan team will begin the implementation plan of 10 individual objectives that span over three phases, Seeding Growth, Supporting Growth, Reaping Rewards.

View the Marana Tourism Master Plan(PDF, 38MB)

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About Discover Marana:

Discover Marana is the official destination marketing organization for the town of Marana, Arizona. Our mission is to inspire visitors to discover the natural beauty, rich history, cultural diversity and outdoor adventure that Marana has to offer.

Whether you are looking for a relaxing getaway, a family-friendly vacation, a romantic escape or an active exploration, Marana has something for everyone. Our town is close to everything the region has to offer, with easy access via Interstate 10, the major freeway through Tucson.