Phoenix is leaning into its sun-drenched reputation with a brand new creative campaign designed to build on its burgeoning tourism industry.
Visit Phoenix has officially launched "Sol Like No Other," a new marketing campaign featuring a bilingual tagline—sol means "sun" in Spanish—that highlights its more than 300 days of sunshine a year as well as the unique places and vibes the desert sun illuminates year-round.
Created by Giant Noise, the integrated campaign has launched across paid digital, social media, video, email and owned channels. Since Sol Like No Other videos are set to "Sol48," a track from Phoenix-based indie-rock and alternative band fearofmakingout, Visit Phoenix also curated a Spotify playlist featuring local artists.
The new campaign comes on the heels of the Greater Phoenix area hosting more than 47.7 million visitors in 2025. What's more, direct visitor spending reached a record $13.4 billion last year.
"Let's address the obvious: Yes, Phoenix is sunny—meteorologically newsworthy sunny. But instead of tiptoeing around that fact as if it were a personality flaw, we’re embracing it," Steven Totten, director of marketing at Visit Phoenix, said in a statement.
"Phoenix’s light does more than fill the sky; it influences the way the city looks, feels and comes to life, from its vibrant arts scene and bold culinary offerings to its outdoor adventures and welcoming communities. It's a fresh way of seeing Phoenix and an authentic reflection of who we are," added Totten.
Travel advisors and their clients can head to VisitPhoenix.com to learn more about the Sol Like No Other campaign.
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