Scottsdale welcomed more than 11 million visitors in 2024, according to the city's own tourism study, generating about $3.7 billion in economic impact and supporting more than 36,000 hospitality jobs. Most of those visitors arrive in the cooler months, which gives almost every local business, not just hotels, a year with a clear shape.
Build in late summer
Peak season runs roughly October through April. The mistake is starting to market when it begins. Ad accounts need time to learn who converts, new creative needs testing, and social accounts need a few months of consistent posting before they reach many people. Late summer and early fall, when things are quiet anyway, is the time to shoot photos and video, refresh listings, and build audiences.
Spend when the visitors arrive
During the season, budget follows the crowds. Event weeks like the Phoenix Open in February and the collector car auctions in January bring extra visitors with money to spend, and a restaurant, spa, or shop that's showing up in nearby searches and feeds that week benefits directly. Geographic targeting around resorts and Old Town can reach visitors who are already in town and deciding where to go.
Keep the regulars in summer
Summer is when locals matter most. Many businesses cut marketing entirely, which is exactly why staying visible is cheaper then. Loyalty offers, email to past customers, and steady social posting keep the year-round base engaged, and they cost far less than winning those customers back in October.