The World Tourism Organization estimates that the entire tourism industry is growing at a rate of 8 - 10% annually. Heritage and nature tourism are two of the fastest growing segments within the tourism market.

Heritage and nature tourism are cornerstones of Arizona's tourism industry. The Arizona Office of Tourism reports that the number of visits to the two National Parks (Saguaro and Tumacacori) and the three State Parks (Catalina, Patagonia Lake, Tubac Presidio) in the proposed Santa Cruz Valley National Heritage Area totals about 1.2 million annually. The Arizona Office of Tourism ranks nature tourism as the fastest growing type of tourism in the state.

In terms of economic impacts, heritage and nature tourists are some of the most desirable kinds of tourists. According to the Report on Cultural and Historic Tourism by the Travel Industry Association of America, visitors to historic sites stay longer and spend more money than other kinds of tourists. A 2002 study by the University of Arizona reached similar conclusions about nature tourists in southeastern Arizona and estimated that the total economic impacts (direct, indirect, and induced) of visitors to the top two birdwatching sites in the upper San Pedro Valley ranged between $17 and $28 million. While that study focused on birding, the diverse landscapes of Arizona offer many types of nature experiences that can appeal to a broad range of people.

The designation of a National Heritage Area lets heritage and nature-minded tourists know that a region contains a substantial amount of resources that will fit their interests. In Arizona, these places of interest include archaeological sites related to many different Native cultures, historic buildings that also reflect the different groups that call Arizona home, ghost towns, forts, historic and working ranches, and spectacular natural treasures such as pine covered mountains, "sky islands," cool canyons, unique desert ecosystems, and wild rivers.

Heritage and nature tourism can take many forms. A growing number of ranches offer authentic ranch-living and round-up tour packages. Many bed-and-breakfasts are located in historic buildings. Guided photographic tours of ghost towns, prehistoric rock art sites, or wildlife are also available. A designated National Heritage Area could maximize the potential for heritage tourism by identifying sets of destinations, events, foods, music, crafts, and lodging that relate to each other in terms of a region's multi-layered history.

The regional economic growth resulting from designation of a National Heritage Area can be significant. The Path of Progress National Historic Route in Pennsylvania experienced a doubling of the annual economic impact of tourism in the ten years following designation. Both the average length of visits and the average amount spent by each tourist more than doubled. Based on the performances of other National Heritage Areas, we can expect that designation of National Heritage Areas in Arizona will strengthen the regional economy through increased tourism, job creation, and stimulation of public and private partnerships for new investment opportunities.

One of the biggest benefits of increased heritage tourism and nature tourism will be preservation of the region's unique character. A challenge will be to ensure that these kinds of tourism do not destroy the very resources that attract visitors in the first place; success of the new National Heritage Area will based on a balance between preservation and promotion.