Founded in 1998, the Southern Arizona Attractions Alliance, a 501 (c)(6) non-profit organization, was created to develop innovative marketing techniques in collaboration with other Arizona tourism boards to enhance awareness of the variety of educational and entertainment activities available in our communities to cooperatively promote tourism and visitation in southern Arizona. Founding organizations included Old Tucson, Arizona Aerospace Foundation, Arizona-Sonora Desert Museum, and Visit Tucson (MTCVB).

The mission of the Southern Arizona Attractions Alliance is to increase awareness of and drive visitation to the Alliance member attractions through marketing, education, and advocacy.