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Pima County Attractions and Tourism
In this episode of Inside Pima County with Rex Scott, Supervisor Rex Scott sits down with Diane Frisch, Director of Pima County’s Attractions and Tourism Department, to explore how tourism plays a vital role in our local economy and quality of life.
Diane shares her unique path from managing radio and TV stations to leading the County’s efforts in promoting attractions, events, and tourism assets. With a small but dedicated team, her department manages the Visitor Center, supports County-owned properties, oversees film permitting, and coordinates events and partnerships across the region—all while working closely with organizations like Visit Tucson.
The conversation highlights just how significant tourism is to Pima County. The industry supports approximately 24,000 local jobs, brings in over 6 million visitors annually, and generates nearly $3 billion in economic impact. Diane emphasizes that tourism is far more than leisure—it’s a key economic driver that supports hotels, restaurants, cultural institutions, and small businesses throughout the community.
Listeners will also hear how the department helps distribute funding to local attractions and events, ensuring taxpayer dollars are invested in organizations that are sustainable, impactful, and aligned with the region’s character. Looking ahead, Diane discusses efforts to attract new events—especially in growing areas like cycling and indoor summer activities—while staying true to Pima County’s culture and heritage.
The episode also touches on Tucson’s designation as the first UNESCO City of Gastronomy in the United States, a recognition rooted in the region’s deep agricultural history, food traditions, and community pride.
From signature events like the Gem and Mineral Show, Rodeo, and Tucson Festival of Books to emerging opportunities at venues like the Mosaic Quarter and the County’s new velodrome, Pima County continues to expand its role as a destination for visitors and a source of pride for residents.
As Diane notes, whether it’s outdoor recreation, festivals, arts, or food, Pima County offers something for everyone—and her team is working every day to make sure people know it.
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By Supervisor Rex ScottIn this episode of Inside Pima County with Rex Scott, Supervisor Rex Scott sits down with Diane Frisch, Director of Pima County’s Attractions and Tourism Department, to explore how tourism plays a vital role in our local economy and quality of life.
Diane shares her unique path from managing radio and TV stations to leading the County’s efforts in promoting attractions, events, and tourism assets. With a small but dedicated team, her department manages the Visitor Center, supports County-owned properties, oversees film permitting, and coordinates events and partnerships across the region—all while working closely with organizations like Visit Tucson.
The conversation highlights just how significant tourism is to Pima County. The industry supports approximately 24,000 local jobs, brings in over 6 million visitors annually, and generates nearly $3 billion in economic impact. Diane emphasizes that tourism is far more than leisure—it’s a key economic driver that supports hotels, restaurants, cultural institutions, and small businesses throughout the community.
Listeners will also hear how the department helps distribute funding to local attractions and events, ensuring taxpayer dollars are invested in organizations that are sustainable, impactful, and aligned with the region’s character. Looking ahead, Diane discusses efforts to attract new events—especially in growing areas like cycling and indoor summer activities—while staying true to Pima County’s culture and heritage.
The episode also touches on Tucson’s designation as the first UNESCO City of Gastronomy in the United States, a recognition rooted in the region’s deep agricultural history, food traditions, and community pride.
From signature events like the Gem and Mineral Show, Rodeo, and Tucson Festival of Books to emerging opportunities at venues like the Mosaic Quarter and the County’s new velodrome, Pima County continues to expand its role as a destination for visitors and a source of pride for residents.
As Diane notes, whether it’s outdoor recreation, festivals, arts, or food, Pima County offers something for everyone—and her team is working every day to make sure people know it.