Task force urges campaign to clarify law, reassure tourists that Ariz. is ’safe and welcoming’

Task force urges promotion of Ariz. as ‘welcoming’

PHOENIX — Arizona should reassure potential visitors that it is “a safe and welcoming destination” and that boycotts of the state hurt “the most vulnerable tourism employees,” according to a task force appointed by Gov. Jan Brewer.

The recommendations released Wednesday are aimed at Arizona’s struggling tourism industry in the face of troubles that include controversy surrounding Arizona’s tough new law on immigration enforcement.

Other “challenges” include the poor economy in general and lingering effects from concerns about swine flu and travel to resort destinations, said Sherry Henry, Arizona Office of Tourism director.

The task force presented its recommendations two weeks ago to Brewer, who approved them for implementation by state agencies and a tourism industry group.

Brewer said the state will provide $250,000 for the marketing campaign, to be augmented by $30,000 from the Arizona Hotel and Lodging Association.

Brewer appointed the task force on May 13 after inviting tourism industry officials to a closed-door meeting amid growing criticism of the immigration law. Its provisions include a requirement that police enforcing another law to ask people about their immigration status if there is “reasonable suspicion” that the people are in the United States illegally.

Critics say the law will lead to racial profiling. Supporters of the law deny that. The law takes effect July 29 barring any legal action.

The law’s enactment has prompted calls for boycotts of the state. Several ACLU chapters on Wednesday issued travel warnings to the state ahead of the Fourth of July weekend.

Henry said it’s too early to say if there has been an impact on tourism.

The task force urged that the state contract with a public relations firm “to help manage the existing dialogue and clarify the facts” regarding the immigration law. That effort could include editorials and interviews in key markets throughout the United States and other countries.

That recommendation also said the initial focus of a pitch to potential visitors would be that Arizona is a “safe and welcoming destination. It also directed the state to “change the tone of the dialogue to reflect the true implications and tangible effects that boycotts have on the lives and families on the most vulnerable tourism employees.”

Henry said the task force concluded the campaign doesn’t require changing Arizona’s marketing “brand” of providing “unforgettable Southwest moments.”

Instead, she said, “it was about… getting our message out” about misconceptions about the immigration law.