The Opportunities Behind Rebranding a State with Lisa Urias, CEO & Executive Director of the Arizona Office of Tourism

From Persona To Personal

As a proud fourth-generation Arizonan, Lisa Urias has built her career on crafting and promoting the multi-faceted brand of Arizona through several companies, organizations, and roles. Lisa’s family has a long history of service to Arizona – a value she holds dear. Her more than 35 years as a marketing & PR professional have taught her that a strong organizational culture, a responsive strategic plan, diverse perspectives, and dedication to innovative ideas lead to sustained success.

What you’ll learn in this episode:

In this episode of From Persona to Personal, Roger Hurni welcomes Lisa Urias, CEO at Arizona Office of Tourism, you'll learn about her extensive career in marketing and PR, focusing on her role as the CEO of the Arizona Office of Tourism. The conversation delves into her approach to creating and promoting Arizona's brand by emphasizing the importance of diverse perspectives, innovative ideas, and a strong organizational culture. Lisa shares insights on how bridging opportunities to underserved communities can lead to remarkable achievements as illustrated by their success stories.

Additionally, the episode covers the significance of cultural understanding in tourism, particularly in engaging with Native American tribes and rural communities in Arizona. Lisa discusses the value of small, meaningful experiences in tourism, such as learning traditional practices from tribal guides, and the potential for these activities to create job opportunities and enrich visitors' experiences. The transcript highlights Lisa's dedication to inclusivity and representation in the industry, aiming to lift up diverse voices and talents to drive progress and innovation.