PHOENIX — The state of Arizona has appointed Global Marketing & Sales, Inc. (GMS) to spearhead marketing efforts in Canada.

The new contract underscores ongoing efforts by the Arizona Office of Tourism (AOT) to expand its tourism footprint and target an increase in market share in Canada.

Leveraging its portfolio and history of curating innovative marketing and sales strategies, GMS will utilize data-driven approaches, market insights and engaging storytelling to inspire potential Canadian tourists to visit the destination.

New marketing campaigns that elevate Arizona’s visibility, appeal and connectivity will be rolled out in the upcoming months in the Canadian market.

“Arizona offers an unparalleled travel experience, blending captivating landscapes, rich cultural experiences and boundless adventures,” said Lisa Urias, CEO for Arizona Office of Tourism. “In entrusting GMS with our vision, we anticipate that their proven track record and innovative marketing strategies will elevate Arizona’s stature amongst Canadian travellers, unfurling the vast, vibrant tapestry that our state has to offer.”

Laura Nesteanu, Managing Director Canada for GMS, added: “Arizona is a gem in the global tourism landscape, and it’s an honor for GMS Canada to illuminate its wonders and create a distinctive space in the hearts and minds of Canadian travellers. Our seasoned team is committed to tailoring innovative, impactful strategies that resonate with the Canadian market, steering them towards the myriad experiences awaiting in Arizona. Through dynamic new alliances and proactive engagement with the travel trade, we confidently forecast a robust surge in tourism and an invigorating boost to economic development.”

For more information on travel to Arizona, go to www.visitarizona.com.