This document discusses how social media can help promote travel to Arizona during difficult economic times. It provides statistics on social media usage, especially for travel planning. Two-thirds of U.S. leisure travelers use some form of social media, and 75% of internet users engage with social media. Reviews strongly influence travel decisions, with 97% considering reviews accurate. The document recommends a 4-step process for destinations: define goals, identify audiences, listen to conversations, and participate and enable sharing. Success can be measured by engagement metrics like mentions, visits, and branded searches. It predicts niche travel sites and reputation will grow in importance for travel planning in 2009.