British visitors to Arizona increased by 8.62 percent to a total of 126,000 in 2005. This increase took place in the same year that UK visitation to the US in general increased by only one percent compared with 2004*, and is being attributed by the Arizona Office of Tourism to the April 2005 Grand Canyon UK IMAX Roadshow.
In answer to a call from the Governor of Arizona to ‘reclaim the Grand Canyon for the State’, the Grand Canyon UK IMAX Roadshow was designed to not only remind UK trade and consumers of the Grand Canyon’s location in Arizona but also to promote the State as a whole. During the three week regional campaign, the Arizona Office of Tourism took the IMAX film Grand Canyon: The Hidden Secrets on the road to six major cities across the UK: Glasgow, Bradford, Bristol, Manchester, Birmingham and London.
Free screenings were held for school children and consumers during the day, with VIP receptions and screenings for members of the travel trade in the evenings. In total, over 7,000 people watched the Arizona IMAX film and brochure requests to the UK Arizona Brochure Request Line increased by a massive 450 percent. The 2005 statistics also show that 41.8 percent of visitors from the UK visited the Grand Canyon as part of their trip.
Elaine Barrett, Trade Director for the Arizona Office of Tourism comments, “Grand Canyon: The Hidden Secrets was the perfect vehicle to remind people of the majesty and beauty of both the Grand Canyon and Arizona as a whole. Not only did the film captivate people’s imaginations but it also inspired almost 9% more to visit the State”.