Through injecting its rich culinary roots into local hotels and connecting planners into its creative downtown scene, Tucson is a case study for how destination marketers can help meeting planners realize the creative potential of a city by amplifying its unique assets beyond the convention center.

Tucson is emerging as one of the most creative culinary cities in the U.S. following its designation as a UNESCO Capital of Gastronomy.

The city is now leveraging its innovative food, wine and spirits scene to attract the attention of more national meeting planners, who might not be aware of the spirit of inventiveness in the local kitchens. Skift met with Tucson's tourism officials, hotel executives and chefs, wine experts, and food growers to explore how they're collaborating to bring more meetings and events to the region.