Visit Tucson’s new campaign to attract visitors puts an emphasis on inclusivity and diversity.
Designed to capture the Arizona city’s “authentic spirit, culture and community”, the new “Don’t Fit Right In” slogan serves as a reminder that Tucson was “built by the marginalised and misfits coming together and making space for themselves.”
Today’s visitors are invited to explore new hotel openings, culinary debuts, inclusive cultural experiences and the Tucson Astro Trail, which connects travellers with the desert after dark.
Among new offerings this year are Solana Spanish Villas, which will bring the spirit of the 19th-century American West into the modern age with Luxury Conestoga Wagons for “an authentic Southwest glamping experience”.
Set within Saguaro National Park East, the four beautifully crafted wagons will offer a blend of rustic elegance and contemporary convenience with full access to the Solana estate amenities that include a swimming pool, pickleball courts and walking paths.
Also discover Old Tucson, a “movie set” where legendary Hollywood Westerns were filmed.
A popular event in February is La Fiesta de los Vaqueros (Tucson Rodeo), a front-row seat to modern-day cowboy culture, while for a modern-day Gunfight at the O.K. Corral take a day trip out to Tombstone.
Tucson’s roots run deep – Indigenous, Mexican, Black, Chinese, Anglo – all layered together and each leaving its own mark. The Chinese Chorizo Project and the associated festival each autumn celebrate this historic food and the collaboration between the Mexican and Chinese communities that created it.
Tucson was the first city in the U.S. to receive the UNESCO City of Gastronomy and visitors can discover more about how local cultures have shaped culinary traditions over time at Mission Garden. Meanwhile new restaurant Ursa incorporates native ingredients from all of the Southwestern deserts, making the local flora and fauna the star of each dish.
Founded in 1700 by Father Eusebio Kino, Mission San Xavier del Bac is currently undergoing a rehabilitation of its ornate, retablo façade, which should be completed this year. The Spanish Catholic Mission is the oldest European structure in Arizona and a National Historic Landmark recognised as the finest example of Spanish baroque mission architecture in the U.S. It has been nicknamed the Sistine Chapel of the U.S.
Tucson is also trending as a wellbeing destination, known for wide-open spaces, abundant sunshine and local desert flora.
Meanwhile, the Castle – Allure of the Desert is a new premier, clothing-optional, wellness resort for gay men coming to Tucson in early 2026.
The JTH Tucson is a small inn, set against Saguaro National Park on 38 acres of land, with Saguaro cactus, canyon pool, hot springs-style hot tub, walking trails and an abundance of wildlife.
The Hiapsi Spa at Casino Del Sol, owned and operated by The Pascua Yaqui Tribe, offers a one-of-a-kind Yaqui-inspired flower ritual. Herbalists like Sonoran Rosie and Desert Alchemist forage from the land to create plant-based remedies that blend traditional knowledge with modern wellness practices.
