Spring training hasn’t started yet but Goodyear’s newly-created tourism office is already hard at work.
The city’s Office of Tourism, launched July 1, 2025, is strengthening efforts to attract visitors, overnight stays and sports-related travel.
Wendy Bridges, Goodyear’s economic development director, told the City Council that the Office of Tourism has completed its first-year objectives months ahead of schedule by focusing on foundational work, industry coordination and targeted promotion.
“This first year was really about laying the foundation,” Bridges said. “And we’ve accomplished everything we set out to do, and even a little bit more, in about half the time.”
The Office of Tourism was established as a division of the city’s economic development department and designated as Goodyear’s official destination marketing organization.
Much of the city’s tourism promotion is funded through Proposition 302, a state program supported by hotel taxes and rental car surcharges that is administered by the Arizona Office of Tourism. Because the program is designed to drive overnight visitation, a majority of Goodyear’s allocation is used to promote spring training at Goodyear Ballpark, home to the Cleveland Guardians and Cincinnati Reds.
“Spring training is the big draw,” Bridges said. “But sports tourism and tournament tourism are absolutely something we can grow.”
In addition to spring training, the city is targeting small-group meetings and business travel markets. Officials described them as critical to maintaining stable, year-round hotel occupancy.
“Business travel in Goodyear is strong and healthy,” Bridges said. “Things growing is the bread and butter of our hotel industry.”
Bridges said the city has engaged extensively with hotels, meeting venues and hospitality partners through a newly created tourism roundtable, which meets quarterly. One early outcome was the creation of an expanded dining guide for visitors, developed at the request of hotel operators seeking better tools to promote local businesses.
The city has also received approval to become an official Arizona Visitor Information Center, a designation that allows Goodyear to provide state-supported tourism information to travelers.
City officials are evaluating potential locations for the visitor center, with an emphasis on high-traffic areas near the freeway that offer food, shopping and other amenities.
Council members also discussed preparing for increased visitation tied to the planned opening of a Buc-ee’s travel center in Goodyear, which officials described as a potential tourism catalyst.
“Arguably, it’s going to be one of the best things to get Goodyear on the map for tourists,” Bridges said.
Looking ahead, Bridges recommended expanding Goodyear’s tourism strategy to include consumer-focused marketing, brand development and targeted campaigns promoting spring training, sports tourism, outdoor recreation and weekend travel.
Council discussion stressed keeping visitors in Goodyear longer, particularly during major sports events, and ensuring travelers choose local hotels and restaurants rather than nearby cities.
Bridges said the city’s approach aims to move from planning to promotion while building on partnerships and tracking measurable outcomes.
“This allows Goodyear to be intentional and responsible in how we grow tourism,” she said.
James Goldmeer Reporter | Goodyear & Litchfield Park
Meet James James Goldmeer joined Independent Newsmedia, Inc., USA, in July 2024, starting their career as a reporter in Goodyear and Litchfield Park.
Community: James grew up in the West Valley, calling Avondale home and going to school in Glendale and Peoria. Returning to the community after university, James plans to get involved in everything arts and culture, and civil rights.
Education: Northern Arizona University a bachelor's degree in Journalism, a certificate in Professional Communications, with a minor in English.
Random Fact: James spent half a year as an intern for the Arizona House of Representatives communication team, working with legislators to inform the public through press releases and social media.
Hobbies: James collects postcards and old books, reads memoirs and attends local jazz shows.
By 
Comments
No comments on this item Please log in to comment by clicking here