Arizona in transition

Debbie Johnson, Director at Arizona Office of Tourism on changes, challenges and future plans

Forests, vastness & desert


Arizona, located in the southwest of the United States on the border with Mexico, is almost an insider tip. Too many visitors reduce the fourth youngest state to the Grand Canyon. Well, it is truly impressive - but it is by no means all that Arizona has to offer. In addition to numerous national parks, such as the Petrified Forest National Park in the east and the Saguaro National Park in the south, the Grand Canyon State offers numerous other natural wonders. Horshoe Bend has long since become a social media star, as have the orange-red rock formations of Antelope Canyon and the enchanting town of Sedona.

Golf travelers are delighted with the 337 Leading Courses that Arizona has to offer. Wellness seekers and luxury travelers have some of the most beautiful resorts in the country at their disposal. These include such illustrious names as the Andaz Scottsdale, the Boulders Resort & Spa, The Canyon Suites at the Phoenician and the Fairmont Scottdale Princess. As Director of the Arizona Office of Tourism, Debbie Johnson's job is to market all aspects of the state to tourists. She has been firmly entrenched in Arizona's tourism industry for more than twenty years. A time that has been characterized by growth and change, "The Grand Canyon and some of our most visited attractions will always be here and look like the fantastic images people see. But our industry has grown and evolved. The way we engage visitors and communicate with the industry is constantly changing and improving. That's what makes my job so wonderful," says Johnson.


For the love of the land


Like many people who live in Arizona, she was not born here, but learned to love the beauty of the state during a visit. She relocated and shortly afterwards was given the opportunity to gain a foothold in the travel and tourism industry by chance. "Now, 25 years later, I can't imagine ever doing anything else," says the likeable woman, who describes her leadership style as "strategic, involved, fair and responsible". Adding: "I hope my team even says 'funny'".

For her, success is also always teamwork: "I'm lucky to work with a fantastic team at the Arizona Office of Tourism and have great colleagues across the industry. Together we got through these tough times." Her strategy: frequent communication and developing and executing a multifaceted strategic plan. "Successful leaders are humble, listen and work well with others." She is certain that this does not necessarily require formal training. Hard work, commitment and a strong customer focus are most important to her.


When everything suddenly changed


Like many other people, the start of the pandemic was associated with uncertainty and fear of the unknown. Questions such as "what does this mean for the team, the industry, my family and my friends" preoccupied her. She had no idea that the changes would be so profound for the entire world. What's more, all her children had moved out for the first time and she also had to get used to it. "When I look back, all these experiences had the positive effect of making me appreciate relationships even more." For Debbie, the crisis was also an opportunity to learn, grow and make changes. Whether on a personal, professional or both levels, the chance to expand knowledge and question actions is enormous. "Crises create the need to do things differently and to change in directions that everyday life doesn't allow us to," says Johnson.
"In the future, people will continue to be vigilant about their health and always keep safety in mind. That means we need to continue to communicate safety messages. Travel will increase steadily, but we are several years away from a full recovery," the tourism expert is certain. "Our responsible and sustainable tourism program 'AppreciateAZ' will continue to be part of our promotional campaign. As the number of visits increases, it is essential that we continue to protect our natural attractions and keep them accessible - for the next thousand years."

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