Visit Indy
Visit Indy is the official non-profit destination marketing organization for Indianapolis, Indiana, operating a digital trip-planning platform that serves leisure travelers and meeting planners through attraction passes, hotel booking, and curated content covering events, dining, and neighborhoods.
- Company typePrivate
- Founded1923
- HeadquartersIndianapolis, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Visit Indy does
Visit Indy is the official destination marketing organization (DMO) for Indianapolis, Indiana, operating as a non-profit with 101-250 employees and reporting a founding year of 1923. The organization functions as a centralized marketing and commerce hub for Indianapolis tourism, serving leisure travelers, meeting and event planners, wedding planners, and food/beverage visitors through its visitindy.com digital platform. Its product suite spans the Indy Attraction Pass (1-Day and 3-Day mobile passes covering eight anchor attractions including the Children's Museum of Indianapolis, Indianapolis Motor Speedway Museum, Conner Prairie, Eiteljorg, Newfields, the Indianapolis Zoo, and the Indiana State and Historical societies), the Indy Craft Pass loyalty program across 40+ breweries/wineries/cideries/distilleries, Indy Daily Deals, a Family Fun Package bundling hotels with attractions via an integrated reservations engine, and the Weekend 5 email newsletter.
Revenue mechanics are diversified across three streams: recurring membership dues from local hotels, restaurants, attractions, and hospitality businesses; transaction revenue from the Indy Attraction Pass (with revenue shared with participating attractions) and from attraction-ticketing referrals; and advertising/promotional placement within Visit Indy materials. The technology stack is a standard content-managed website with calendar, directory, booking, and email-marketing layers, with no API, app, or AI/ML components documented. Visit Indy runs B2C digital marketing (organic social, SEO, blog, YouTube, email) and B2B outreach to meeting planners through an RFP portal and destination experience team, with partnerships spanning local sports franchises (Colts, Pacers, Fever), state tourism (Visit Indiana), the Capital Improvement Board, and attraction operators.
Strategically, the organization leverages the city's anchor mega-events — Indianapolis 500 (described as the world's largest single-day sporting event), NFL Combine, NCAA events, Big Ten Football Championship — and a $3 billion cumulative tourism infrastructure base to drive event-driven demand into its commerce surface. Content verticals have been deliberately broadened into audience-specific journeys (Black Culture, LGBTQ+, Dog Friendly, Family, Couples, History Buffs, Foodies), and packaging (hotels + attractions) is being pursued as the next monetization lever beyond point-of-sale attraction passes.
Visit Indy firmographics
Firmographics- Name
- Visit Indy
- Legal name
- Visit Indy
- Website
- https://visitindy.com
- Company type
- Private
- Founded year
- 1923
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Visit Indy is the official non-profit destination marketing organization for Indianapolis, Indiana, operating a digital trip-planning platform that serves leisure travelers and meeting planners through attraction passes, hotel booking, and curated content covering events, dining, and neighborhoods.
- Ownership category
- akta.pro rank
Visit Indy industry classification
Industry- Product category
- Destination Marketing Services
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)
Keywords
Where Visit Indy is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Visit Indy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Membership Fees: Visit Indy operates as a destination marketing organization with membership-based funding from local hotels, restaurants, attractions, and hospitality businesses. Members receive promotional placement, marketing support, and inclusion in official visitor materials.
- Attraction Pass Sales: Sale of the Indy Attraction Pass offering admission to 8 Indianapolis attractions at discounted rates. Revenue shared with participating attractions.
- Advertising and Promotional Services: Promotional placement and marketing services for tourism-related businesses including hotels, restaurants, and attractions within the Visit Indy platform and materials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 1-Day Pass - Access to 8 attractions for single-day visits |
| Transaction based/ take rate | Pay-as-you-go | 3-Day Pass - Extended access to 8 attractions over 3 days |
| Freemium | Pay-as-you-go | Indy Craft Pass - Free loyalty program for craft beverage enthusiasts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Visit Indy product offering
Product offeringCore offering
Visit Indy operates as the official destination marketing organization for Indianapolis, Indiana, providing a centralized digital hub for visitor trip planning that includes attraction, dining, event, neighborhood, and accommodation information. It sells the Indy Attraction Pass (bundled discounted admission to 8 major attractions) and the Indy Craft Pass (free loyalty program at 40+ breweries, wineries, cideries, and distilleries), and supports corporate meeting planners via a dedicated RFP portal and destination experience team.
Product overview
Visit Indy operates as a comprehensive tourism marketing platform for Indianapolis, Indiana, offering a unified digital destination marketing ecosystem. The core product portfolio centers on the Indy Attraction Pass (providing discounted admission to eight major attractions), the Indy Craft Pass (a craft beverage loyalty program), and Indy Daily Deals (exclusive discounts). Additional offerings include hotel booking services, a newsletter subscription, and meeting/wedding planning tools. The platform functions as an umbrella marketing site featuring event calendars, neighborhood guides, restaurant listings, trip planning tools, and content covering things to do, places to stay, and travel resources.
Differentiator
Problem solved
Functional benefit
Products and services
- Indy Attraction Pass Mobile-friendly pass offering admission to eight of Indianapolis's top attractions at a discounted price, available as 1-Day or 3-Day passes with up to 50% savings off individual admission prices. Includes Children's Museum of Indianapolis, Conner Prairie, Eiteljorg Museum, Indiana Historical Society, Indianapolis Motor Speedway Museum, Indiana State Museum, Indianapolis Zoo, and Newfields. Targeted at leisure travelers and tourists visiting Indianapolis.
- Indy Craft Pass Free rewards program enabling visitors to earn points by checking in at 40+ participating breweries, wineries, cideries, and distilleries across Indianapolis, redeemable for rewards including stickers (100 pts), T-shirts (500 pts), insulated koozies (500 pts), and ceramic beer steins (2,000 pts). Targeted at craft beverage enthusiasts and foodie travelers.
- Indy Daily Deals Deals platform featuring exclusive discounts and special offers for dining, attractions, and entertainment throughout Indianapolis. Targeted at leisure visitors and locals seeking Indianapolis experiences at reduced prices.
- Family Fun Package Bundled hotel and attraction package offering savings when combining hotel accommodations with the Indy Attraction Pass. Targeted at families and leisure travelers planning Indianapolis trips.
- Weekend 5 Newsletter Email newsletter delivering five top local events directly to subscribers' inboxes every Thursday morning to drive attendance and visitor engagement. Targeted at leisure travelers and Indianapolis residents seeking curated event recommendations.
- Hotel Booking Engine Integrated reservation system enabling visitors to search and book hotels directly through the Visit Indy platform, with features including check-in dates, room counts, and marketing region parameters. Targeted at leisure travelers and meeting planners needing Indianapolis accommodations.
Companies that use Visit Indy
Customer profileSegments4 records
Ideal customer profiles3 records
Visit Indy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Visit Indy partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Children's Museum of IndianapoliscoreFeatured as a key attraction in the Indy Attraction Pass (8 attractions included), promoted throughout the Visit Indy website as the largest children's museum in the world.
- Indianapolis Motor Speedway MuseumcoreFeatured attraction in Indy Attraction Pass and major anchor for racing tourism. Described as offering 'the ultimate racing experience' at the Indianapolis Motor Speedway.
- Indianapolis ColtsminorNFL team featured on Visit Indy's website footer as a partner organization, with links to colts.com.
- Indiana PacersminorNBA team featured on Visit Indy's website footer as a partner organization, with links to nba.com/pacers.
- Capital Improvement BoardcorePublic-private partnership supporting the development and maintenance of major Indianapolis entertainment and sports venues.
- Indiana Tourism (Visit Indiana)minorState-level tourism organization featured in the Visit Indy footer, providing broader Indiana tourism resources.
- PNC BankminorFinancial institution featured as partner in footer, supporting tourism infrastructure and promotional initiatives.
- Indy Craft Pass Partner VenuescoreNetwork of 40+ breweries, wineries, cideries, and distilleries participating in the Indy Craft Pass loyalty program. Includes Sun King Brewing, Taxman, Upland Brewing, Bier Brewery, and many others.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Visit Indy competitors and assessment
Company assessmentEmerging players
- Go City: Go City sells multi-attraction passes (including for Indianapolis-area attractions) at scale across multiple U.S. cities — a product-level peer to Visit Indy's Indy Attraction Pass and a direct competitive threat to the bundled-attraction product.
- CityPASS: CityPASS operates multi-attraction city passes across major U.S. destinations — directly comparable to Visit Indy's Indy Attraction Pass in product design (bundled admission to top city attractions at a discount) and a competing alternative for visitors.
Direct peers
- Visit Orlando: Visit Orlando is the official DMO for Orlando and a leading convention/meeting bureau, with attraction ticketing partnerships, meeting planner services, and a large member-funded operating model — directly comparable to Visit Indy's attractions pass and B2B conventions business.
- Experience Columbus: Experience Columbus is the official DMO for Columbus, Ohio, with overlapping Midwest positioning, sports/event-driven marketing, and a similar mix of consumer and meeting planner services as Visit Indy.
- Destination DC: Destination DC is the official DMO for Washington, DC, combining leisure marketing, conventions/meetings sales, and a member-funded structure — closely paralleling Visit Indy's hybrid consumer-plus-meetings operating model.
- Visit San Antonio: Visit San Antonio operates as a DMO with meeting sales, attraction partnerships, and consumer trip-planning content for a mid-sized U.S. destination — a comparable scale and product mix peer to Visit Indy.
- Choose Chicago: Choose Chicago is the official DMO for Chicago, operating a comparable model of destination marketing, attraction pass products, meeting planner services, and consumer content across hotels, dining, and events — making it the closest direct comparable to Visit Indy in terms of organizational role and product mix.
- Visit Denver: Visit Denver is the official DMO for Denver, offering the same combined consumer website, meeting planner RFP channel, event calendar, and hotel booking integration that Visit Indy operates — a structurally identical DMO peer in a similarly mid-sized U.S. metro.
Others
- Brand USA: Brand USA is the national destination marketing organization for the United States — an adjacent/ecosystem peer to Visit Indy whose international marketing efforts both compete for and amplify regional DMO campaigns.
Broad incumbents
- Las Vegas Convention and Visitors Authority (LVCVA): The LVCVA is a destination marketing and convention authority for Las Vegas with a much larger convention/concert venue portfolio — a broader incumbent DMO/CVB peer demonstrating the scale-up path for a DMO with significant event infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Visit Indy social profiles
Digital presenceVisit Indy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Indy leadership team
Management profileNumber of profiles
Visit Indy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Indy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Indy
What does Visit Indy do?
Visit Indy operates as the official destination marketing organization for Indianapolis, Indiana, providing a centralized digital hub for visitor trip planning that includes attraction, dining, event, neighborhood, and accommodation information. It sells the Indy Attraction Pass (bundled discounted admission to 8 major attractions) and the Indy Craft Pass (free loyalty program at 40+ breweries, wineries, cideries, and distilleries), and supports corporate meeting planners via a dedicated RFP portal and destination experience team.
Is Visit Indy a public or private company?
Visit Indy is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Visit Indy founded?
Visit Indy was founded in 1923. It employs 101 to 250 people.
Where is Visit Indy based?
Visit Indy is headquartered in Indianapolis, United States, in the North America region.
How does Visit Indy make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are attraction Pass Sales and advertising and Promotional Services.
Who are Visit Indy's main competitors?
Emerging players on record are Go City and CityPASS. Direct peers are Visit Orlando, Experience Columbus, Destination DC, Visit San Antonio, Choose Chicago and Visit Denver. Brand USA is listed as an others. Las Vegas Convention and Visitors Authority (LVCVA) is listed as a broad incumbent.
Does Visit Indy have an API?
No public API is recorded for Visit Indy.
What industry is Visit Indy in?
Visit Indy's product category is Destination Marketing Services. Its primary akta.pro industry code is THAHADAE, Venue & Special Event Site Sourcing (Unique Venues, Permitting). Its SIC code is 7900.