Payson, Arizona Aims to Become a Premier Travel Destination with New Tourism Strategy

Published on December 15, 2025

In a bid to transform the image of a “pass through” town into a vibrant tourist destination, a Visitor Impact Report detailing the tourist behavior in the town and an action plan to harness the potential in this sector was presented by Payson’s Economic Development Director, Gregg Martinez, in a final Economic Development Advisory Consortium meeting of 2025.

As a small settlement in Rim Country, Arizona, Payson has historically represented a brief stopover for those en route to more major points such as Flagstaff. Martinez did, however, state that with proper marketing and tourist investment, it might be possible for Payson to carve a niche for itself as a major tourist attraction in its own right. The results of the Visitor Impact Report, a tool produced in conjunction with Tucson tourism marketing firm Madden Media, shine a light on how this can be achieved.

Using Data to Drive Tourism Strategy

The data collection process for the Visitor Impact Report was extensive, involving the analysis of over 173,000 cellphones over the span of 18 months. Geofencing technology was used to track visitors at various points of interest around Payson, enabling the town to gain deep insights into the trends, habits, and behaviors of visitors. By analyzing the flow of people, their duration of stay, and their preferences, the town is now armed with crucial information to refine its tourism marketing efforts.

Martinez shared that one of the key findings from the report was the stark contrast in the length of stay depending on the type of activity or location visited. For example, visitors who explored the Boulders Trail stayed for an average of five to six days, while those who visited commercial spots like Walmart typically stayed for two days or less. This data reinforces the importance of marketing local outdoor trails to tourists, as it directly correlates with longer stays and increased spending.

“Length of stay and return visitation are two of the most important factors when we look at increasing our revenue through tourism,” Martinez said. The town is committed to enhancing these elements by focusing on attracting visitors who are likely to stay longer and return in the future.

Expanding Tourism Beyond the East Valley

Martinez also shared the ambitious goal of expanding Payson’s tourism reach. Currently, the town is a dominant player in the tourism market for the East Valley, but the goal is to capture a larger share of tourists from the entire Phoenix metropolitan area. To achieve this, Payson plans to position itself as a convenient, accessible destination for those seeking an outdoor escape. The message Martinez hopes to send is clear: “We’re much closer than Flagstaff. Don’t take that long trip to Flagstaff, take a hop, skip, and a jump to Payson.”

The focus on regional expansion is designed to appeal to urban residents who might be seeking a quick getaway to the great outdoors. By highlighting Payson’s proximity—just a short drive from the Valley—Martinez aims to position the town as a no-hassle destination that can be easily accessed for a weekend or short vacation.

Targeting Key Demographics for Tourism Growth

Another crucial insight from the report is the demographic breakdown of Payson’s current visitors. The majority of tourists fall within the 25 to 44 age group, with almost all of them having children. Additionally, these visitors tend to have higher-than-average household incomes, with many earning over $100,000 annually. This insight will help shape Payson’s tourism marketing campaigns, as it shows that the town is already attracting a financially stable demographic that values quality experiences.

Families are a key segment that Payson plans to continue targeting, but Martinez also emphasized the need to diversify the town’s appeal. By reaching out to millennial travelers, who are increasingly seeking adventure and unique experiences, Payson hopes to expand its appeal to a younger, outdoor-oriented audience. Furthermore, the town is keen to develop romantic getaway opportunities, such as weekend escapes and nature-focused trips, which are particularly appealing to couples and individuals looking for a peaceful retreat.

Attracting More Visitors Through Extended Stays

One area that Payson is particularly focused on is increasing the average length of stay for visitors. While the town is already popular with campers, who typically stay around six days, there is a gap in revenue generation as campers often spend less money than those who stay in town. To bridge this gap, Martinez outlined plans to recruit new lodging opportunities, such as “glamping” sites and cabins, which cater to a more luxurious outdoor experience.

“People love the idea of staying in nature, but they also want comfort,” Martinez noted. Glamping—an upscale version of camping that combines nature with luxury—has been gaining in popularity and is seen as a perfect fit for the region. These unique accommodations will provide a new type of lodging that attracts visitors who are seeking an outdoor adventure but with the added comfort of modern amenities.

Targeting Regional and National Visitors

Another important aspect of Payson’s tourism strategy is increasing the distance that tourists travel to visit the town. Currently, the average distance traveled by visitors is around 138 miles. Martinez and his team at Axis Culture Group, which assists with marketing, aim to increase this number by targeting surrounding states with advertising campaigns. By reaching out to tourists from neighboring areas, such as New Mexico, Colorado, and Nevada, Payson hopes to draw in visitors who are willing to travel further for a longer stay.

The marketing campaigns will highlight Payson’s outdoor offerings, with a focus on the town’s hiking trails, natural beauty, and family-friendly activities. Additionally, the campaigns will emphasize Payson’s affordability and accessibility, which are key factors for attracting travelers who may have been considering other destinations farther from home.

Building a Sustainable Tourism Strategy for the Future

Martinez’s presentation highlighted the town’s commitment to building a sustainable tourism strategy. “The most important thing to know is that we are really putting data-driven research into how we market and try to capture people to come to our community,” he said. Payson has recognized its untapped potential as a tourist destination and is working diligently to capitalize on its natural beauty, proximity to major urban areas, and its appeal to a wide range of travelers.

By focusing on data-driven strategies, targeting the right demographics, and enhancing the visitor experience through longer stays and new lodging options, Payson is well on its way to transforming itself into a sought-after travel destination. As Main Street continues to see development and the town makes strides in tourism marketing, Payson is poised for significant growth in the coming years.

A New Era for Payson’s Tourism

The case of Payson’s evolution from a passing stopover to a travel destination of choice is a good example of how small towns can utilize available information and marketing to promote their travel industries. While targeting the right demographic information, increasing accommodation options, and focusing on available information can make a travel destination a ‘must-visit’ option for people in quest of an outdoor getaway within a short drive, Payson is poised to become a major player in Arizona’s travel industry.