Metro Phoenix visitors spent record $13.4B last year
Fans walk through the Chase Field plaza before the Diamondbacks’ home opener March 30, 2026 in downtown Phoenix. The MLB Diamondbacks are one of many attractions in the Valley attracting visitors from outside the state. (Independent Newsmedia/Steve Stockmar)
Whether they were booking hotel rooms, dining at neighborhood restaurants, shopping at local stores or visiting attractions, millions of travelers pumped a record $13.4 billion into the metro Phoenix economy last year.
A new report from Tourism Economics, prepared for a Visit Phoenix press release, found that 47.7 million people visited Greater Phoenix in 2025. Their spending supported more than 144,000 jobs across the Valley and generated billions in tax revenue that helps fund public services.
For many businesses, tourism isn’t just about vacationers — it’s about keeping employees working year-round.
“Today’s growth is a testament to the momentum Greater Phoenix continues to build on,” Visit Phoenix President and CEO Ron Price said in a statement. “The data reflects our community’s investment in expanding global connections, welcoming new development and celebrating experiences that drive growth.”
Visitors spent an average of $36.6 million every day in the region, according to the report. That money flowed into hotels, restaurants, entertainment venues, retail shops and transportation services, creating a ripple effect throughout the local economy.
Although the number of visitors was largely unchanged from the previous year, spending continued to climb. Direct visitor spending increased slightly over 2024 and ultimately generated $23.6 billion in total economic activity when accounting for the additional business purchases and employee spending that tourism supports.
The industry also remained a major employer. Nearly 96,700 people worked in jobs directly tied to tourism, while another 51,400 jobs were supported through related industries, bringing the total to more than 144,000 Valley jobs.
The economic benefits extend beyond businesses. The report estimates visitor activity generated $3.5 billion in government revenue during 2025, including more than $1.7 billion in state and local taxes. Researchers estimate that revenue reduced the average tax burden for Phoenix-area households by about $897.
International visitors made up just 3.6% of all travelers to Greater Phoenix. While the number of overseas visitors dipped slightly, those who did visit spent more per trip than they did the previous year.
“This data tells the story of Greater Phoenix’s strong visitor economy,” said Eric Kerr, Chief Strategy and Insights Officer at Visit Phoenix. “In 2025, tourism generated nearly $45,000 in economic impact every minute across Greater Phoenix and supported enough jobs to fill Chase Field more than twice. These findings reinforce that a strong visitor economy creates lasting benefits for businesses, workers, and communities across Greater Phoenix.”
The report suggests Greater Phoenix’s tourism industry continues to grow even without the boost of a marquee event like the Super Bowl or NCAA Final Four. And although 2026 isn’t scheduled to see any marquee sporting events in the Valley, the past three years were quite lucrative.
2025 saw the NCAA Women’s Final Four take over downtown Phoenix.
The 2024 NCAA Men’s Final Four took place at State Farm Stadium in Glendale. The championship weekend generated an estimated $429 million in economic impact while attracting nearly 115,000 out-of-state visitors to the Phoenix metropolitan area, underscoring the region’s ability to host marquee national events.
The Valley also reaped major benefits from Super Bowl LVII in 2023. The NFL championship game, along with a week of surrounding festivities, brought hundreds of thousands of visitors to the region, filling hotels throughout the metropolitan area and boosting spending at restaurants, entertainment venues and local businesses.
Beyond those headline events, metro Phoenix’s tourism economy is driven by a calendar of annual attractions that consistently draw large crowds during the peak winter and spring travel season.
Each February, the WM Phoenix Open transforms TPC Scottsdale into one of the nation’s largest sporting events, attracting more than 700,000 spectators over the course of a week. The tournament has become a major tourism driver, combining professional golf with entertainment and hospitality experiences that appeal to visitors from across the country.
In January, the Barrett-Jackson Collector Car Auction brings luxury car buyers, collectors, celebrities and automotive enthusiasts to Scottsdale for its nine-day showcase of rare and classic vehicles, generating substantial visitor spending throughout the region.
The Cactus League Spring Training season provides another major boost to the local economy. From February through March, 15 Major League Baseball teams play at 10 stadiums across the Valley, creating a sustained influx of baseball fans who fill hotels, restaurants and attractions during one of Arizona’s busiest tourism periods.
Matt Loeschman has had two separate stints at Independent Newsmedia. He began as a reporter covering Peoria and later Surprise from 2000-2009. In 2017, he returned to Arizona and INI as the news editor of the Daily News-Sun (now the Phoenix Independent). He previously covered the Arizona Rattlers of the Indoor Football League for more than a decade.
Community: During high school football season since 2017, he contributes live postgame radio reports to the AzPreps 365 Friday Night Football Wrapup Show. He supports organizations such as Phoenix Children’s, Boys and Girls Clubs of the Valley and the American Cancer Society.
Education: The University of Texas at Austin majoring in Journalism-News and Public Affairs.
Random Fact: He can sing and he has been fortunate to meet many famous people during his journalism career including First Lady Hillary Clinton, King of Country Music George Strait and Oscar-winning actor Matthew McConaughey. Attended all 4 home games of the 2001 World Series.
Hobbies: Watching and playing a wide variety of sports, including golf, tennis, pickleball and softball. Playing PlayStation 5, working out, shopping and reading.
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