A bill that would have designated the Santa Cruz Valley as a National Heritage Area failed to gain approval in Congress.

Supporters of the measure said it would have improved marketing of tourism in the area.

Although it gained a solid majority of votes in the House of Representatives — 249 of the 435 members — it failed to get the required two-thirds vote. There were 135 no votes and 39 representatives who did not vote.

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The proposal had gained support from regional cities, towns and business organizations, including the Southern Arizona Home Builders Association and developers who all worked through the Santa Cruz Valley Heritage Alliance, based in Tucson.

Alliance executive director Vanessa Bechtol said designation would have allowed the region to take part in the National Park Service’s marketing of the 50-plus heritage areas already designated by Congress and would help local organizations take advantage of the growing trend toward cultural and historical tourism. The designation would not affect private property rights or hinder the renovation of removal of private buildings.

The measure was spearheaded by Arizona Democrats U.S. Reps. Gabrielle Giffords and Raul Grijalva.

A spokesman for Giffords said, “She is going to continue working to pass this legislation, which many people have said could be a tremendous economic opportunity for Southern Arizona in that it could provide a way to market and promote tourism in this area.”