Tourism was a more than $21 billion industry in Arizona in 2016.
The most recent tax reports from the state Revenue Department, from September of last year, show a more than 5 percent increase year-to-date in tax collection from tourism-related sectors.
The Arizona Office of Tourism is also working to better incorporate big data into its efforts.
It just released a new app for visitors to plan their trips, which gives the agency aggregate data for what people are looking for.
Debbie Johnson is drector of the Arizona Office of Tourism.
