In this episode of Inside Pima County with Rex Scott, Supervisor Rex Scott sits down with Diane Frisch, Director of Pima County’s Attractions and Tourism Department, to explore how tourism plays a vital role in our local economy and quality of life.

Diane shares her unique path from managing radio and TV stations to leading the County’s efforts in promoting attractions, events, and tourism assets. With a small but dedicated team, her department manages the Visitor Center, supports County-owned properties, oversees film permitting, and coordinates events and partnerships across the region—all while working closely with organizations like Visit Tucson.

The conversation highlights just how significant tourism is to Pima County. The industry supports approximately 24,000 local jobs, brings in over 6 million visitors annually, and ...