Visit Indy

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.

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

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

• Destination marketing
• Tourism promotion
• Visitor information
• Attraction passes
• Travel planning

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. 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.
2. Attraction Pass Sales: Sale of the Indy Attraction Pass offering admission to 8 Indianapolis attractions at discounted rates. Revenue shared with participating attractions.
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Children's Museum of IndianapoliscoreOthersFeatured 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 MuseumcoreOthersFeatured attraction in Indy Attraction Pass and major anchor for racing tourism. Described as offering 'the ultimate racing experience' at the Indianapolis Motor Speedway.
• Indianapolis ColtsminorOthersNFL team featured on Visit Indy's website footer as a partner organization, with links to colts.com.
• Indiana PacersminorOthersNBA team featured on Visit Indy's website footer as a partner organization, with links to nba.com/pacers.
• Capital Improvement BoardcoreStrategic or Co-development PartnerPublic-private partnership supporting the development and maintenance of major Indianapolis entertainment and sports venues.
• Indiana Tourism (Visit Indiana)minorStrategic or Co-development PartnerState-level tourism organization featured in the Visit Indy footer, providing broader Indiana tourism resources.
• PNC BankminorOthersFinancial institution featured as partner in footer, supporting tourism infrastructure and promotional initiatives.
• Indy Craft Pass Partner VenuescoreChannel Partner/ Reseller/ DistributorNetwork 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

Emerging 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

• Instagraminstagram.com/visitindy
• Xx.com/VisitIndy
• Facebookfacebook.com/visitindy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Indy