As visitation to Sedona surged during and after the pandemic, residents increasingly voiced concerns about traffic, overcrowding, and declining quality of life. Many also worried that peak-season congestion was diminishing the visitor experience.

In 2023, RRC partnered with City of Sedona staff to conduct intercept surveys with visitors and gather in-depth feedback from residents. The research identified key sources of frustration among locals and revealed how they want the City to shape future tourism promotion.

Visitor survey data offered a detailed look at who comes to Sedona, what draws them in, and how they rate their experience. City leaders are now using these insights to better manage visitor impacts and prioritize outreach to high-value guests who reflect Sedona’s community values.