TORONTO — As Canadian travellers start making decisions about winter travel, Tucson, Arizona is launching a bold new rebrand designed to resonate with travellers seeking authenticity, diversity and belonging.
The southwestern city, long known for its sweeping desert landscapes and vibrant cultural scene, has unveiled a new marketing campaign: Tucson – Don’t Fit Right In.
According to Mo Olivas, PR & Communications Manager for Visit Tucson, the campaign reflects the city’s deeply rooted identity as a place where misfits, outsiders, and the marginalized have come together to build community.
“We invite people to come to Tucson and don’t fit right in,” says Olivas. “We welcome any differences that people have. Our city is a celebration of diversity – culturally, historically, and socially. The idea is that whoever you are, wherever you come from, you’re accepted here.”
JW Marriott Tucson Starr Pass Resort & Spa
Launched in October, the campaign comes at a pivotal moment in U.S. politics. While the country prepares to mark its 250th anniversary in 2026 amid significant internal division, Tucson is highlighting its alternative narrative, one of unity forged across borders and through cultural convergence.
“Where we are is who we are,” adds Olivas, referencing the city’s rebrand motto. “Tucson’s history is intrinsically tied to the borderlands, to Indigenous traditions, to Mexican heritage. It’s a region where lines are blurred, and community runs deep.”
That message may resonate strongly with Canadian travellers who are wary of volatile U.S. politics but still eager to enjoy the sunny southwest this winter.
And for those seeking a more meaningful alternative to mainstream sun destinations, Tucson is ready to deliver.
The city – older than Phoenix and nestled in the heart of the Sonoran Desert – offers a compelling mix of outdoor adventure, culinary heritage and Indigenous culture.
Surrounded by Saguaro National Park, Tucson is a nature lover’s paradise. Popular activities include hiking, mountain biking, gravel grinding (a flat-ground form of off-road cycling), and trail running, all with 300+ days of sunshine annually.
Tucson is also the headquarters of Dark Sky International, thanks to city-wide light ordinances that preserve its legendary night skies. Stargazers can enjoy breathtaking views with minimal light pollution, even within city limits.
The city is equally celebrated for its food. In 2015, Tucson became the first U.S. city designated as a UNESCO City of Gastronomy that stems from Tuscan’s 4,000-year-old food heritage, rooted in Indigenous agricultural practices.
Graduate by Hilton Tucson
“People think a gastronomy city means we have the best-tasting food – and we do have great food – but it’s really about preserving and honouring food history,” explains Olivas. “We’ve got ingredients like mesquite flour, chiltepin peppers, and the Three Sisters – corn, beans, and squash – used by Indigenous communities here for thousands of years.”
Visitors can explore this living culinary history at Mission Garden, a heritage agricultural site that showcases crops and farming practices from Tohono O’odham, Pascua Yaqui, Chinese, African and European traditions.
Additional cultural experiences can be found at the San Xavier Co-op Farm, Presidio Museum, and in Tucson’s thriving locally owned downtown core.
In fact, Tucson’s commitment to local business is one of its defining traits.
“We had a Starbucks downtown for six months, and it closed,” says Olivas. “People here would rather support the family-owned coffee shop than a big chain. That’s just Tucson.”
The walkable downtown area is connected by a free streetcar and features boutique hotels, cafés, rooftop bars and lively arts districts.
Accommodation options range from desert luxury at JW Marriott Tucson Starr Pass Resort & Spa and Omni Tucson National Resort, to charming urban stays like The Leo Kent, Graduate by Hilton Tucson and the historic Armory Park Inn.
And while there are no direct flights from Canada into Tucson at the moment, access is easy via Phoenix, with direct routes from Toronto, Vancouver, Calgary and Ottawa operated by Air Canada and Porter Airlines. Tucson is a straightforward two-hour drive south of Phoenix Sky Harbor International Airport.
“Canadians have always been a vital part of Tucson’s tourism,” says Olivas. “We know this is a difficult time, but we want Canadians to know that they are welcome here – always.”
More information about Tucson, including updates on training and travel trade resources, is available at VisitTucson.org.
San Xavier Del Bac Mission
