By admin 
TUCSON, Ariz. (13 News) – With monsoon season ending in just over a week, cooler weather is set to kick off Tucson’s peak tourism season. Local officials are preparing events and strategies to bring more dollars to the local economy.
Read more Tucson bakery Cafe Francais closing, citing economic uncertainty and rising prices
September is the calm before the storm for Tucson tourism, according to Felipe Garcia, president and CEO of Visit Tucson.
“In September, it’s really like a reset. In September, we see it because families, they have kids back to school, you pay money for uniforms, tuitions, books, whatever,” Garcia said.
October is when Garcia said they see the spike, as cooler weather allows for bigger events across the city. The Mexican Baseball Fiesta, set for Oct. 1, is the kickoff for many.
“We’re looking for tourism. We’re looking for those out-of-town dollars, and then we’re also just looking for people to come out and spend their money,” said Sarah Hanna, Pima County Stadium District director.
Sports is a driver of tourism dollars, with local soccer tournaments bringing in $2 million.
Hanna said they have focused on improving the atmosphere at Kino Veterans Memorial Stadium with a new $400,000 sound system to attract events like the MLB Arizona Fall League doubleheader and build momentum for the future.
“The more that we’re developing those relationships, the more opportunities we have to bring that kind of baseball here, and that’s really what we’re looking for as an economic driver in the region,” Hanna said.
That momentum dipped slightly in 2025, according to Garcia.
“We started seeing in 2025, we saw a dip on visitation to the US and to Tucson in general. We’re starting to see hotel occupancies drop. We started to see rates also diminish a little bit,” Garcia said.
Read more Suspect arrested for pointing gun at man on Sun Tran bus in South Tucson
Retail sales increased by nearly 13% year over year, while hotel bookings dropped by nearly 9% and restaurants saw a 2% decrease.
Garcia said those numbers have leveled out this year, which is why officials are focusing on marketing.
“We’re pitching everywhere to bring their event, their conference, whatever, here to our community, especially when we see those, like, maybe holes in the calendar,” Garcia said.
Despite the dip, bigger events like the Tucson Gem and Mineral Show saw a 15% increase in visitation expenditures.
“Bring the value and have people understand the value of what we have here in our community. So we try to educate the consumer that the rates that you’re paying for hotels here in Tucson are still very affordable,” Garcia said.
Outside of annual events like Tucson Meet Yourself and the All Souls Procession, Kino Veterans Memorial Stadium is bringing in additional events, including a dog agility world championship this year.
Are you streaming 13 News?
Watch a free live stream of Tucson Now and 13 News at TucsonNow.Live.
Be sure to download the free Tucson Now app which you can find on Apple and Google.
If you are using a desktop computer, you can use your mobile device to scan the QR code below.
Read more Pima County puts Project Blue land sale money toward economic development
You can submit your breaking news or weather images here.