The DATOS Tucson luncheon is held each year as a partnership between the Tucson Hispanic Chamber and the Arizona Hispanic Chamber.

The information provided at the luncheon, DATOS: Focus on the Hispanic Market and DATOS: Tucson were authored by Dr. Loui Olivas, professor emeritus at the W.P. Carey School of Business at Arizona State University.

The statewide report provides detailed information related to everything from population figures to school enrollment trends, and Hispanic buying power. The information provided in DATOS: Tucson is designed to emphasize the growing economic influence of Latinos in Tucson and Southern Arizona and the impact they will have in the years to come.