Visit Phoenix
Visit Phoenix is the official non-profit destination marketing organization (DMO) for Phoenix and Greater Phoenix, Arizona, promoting leisure, meetings, and sports tourism through its website, marketplace, attractions pass, event partnerships, and visitor services across 500+ square miles.
- Company typePrivate
- Founded1967
- HeadquartersPhoenix, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Visit Phoenix does
Visit Phoenix is the official destination marketing organization (DMO) for Phoenix and the Greater Phoenix metropolitan area in Arizona, founded in 1967 and operating as a non-profit entity headquartered at 1 E. Washington St., Suite 2000. The organization promotes leisure tourism, meetings and conventions, and sports tourism across 500+ square miles of metropolitan Phoenix including Scottsdale, Tempe, Chandler, Gilbert, Mesa, and Glendale. Its core product is the visitphoenix.com destination website, supplemented by an integrated platform of services: an online merchandise store, an attractions pass, a marketplace for tours and experiences, exclusive partner deals, free travel and trail guides, an interactive area map, physical visitor information centers, meetings and conventions services, a sports and events commission, a healthcare careers portal, editorial content (stories/blog), and an email newsletter.
The organization's technology stack is conventional for a DMO: a content-managed destination website, a Shopify-backed e-commerce storefront, email newsletter systems, and social media presence (notably Instagram @visitphoenix). It does not publish proprietary technical infrastructure, AI capabilities, or APIs. The business model combines membership-based recurring revenue from tourism industry partners (hotels, restaurants, attractions), supplemented by e-commerce merchandise sales and likely allocations from tourism bed taxes. Services to visitors are provided free of charge. Visit Phoenix generates economic impact indirectly by driving visitor spending that contributed to Phoenix's hotel industry generating $1.1 billion in tax revenue in 2025, per Oxford Economics research. Recent strategic emphasis has been placed on major event partnerships (Phoenix Fan Fusion 2026, 130,000+ international attendees), culinary and sports tourism positioning, and vertical expansion into healthcare workforce attraction.
Visit Phoenix firmographics
Firmographics- Name
- Visit Phoenix
- Legal name
- Visit Phoenix
- Website
- https://visitphoenix.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Visit Phoenix is the official non-profit destination marketing organization (DMO) for Phoenix and Greater Phoenix, Arizona, promoting leisure, meetings, and sports tourism through its website, marketplace, attractions pass, event partnerships, and visitor services across 500+ square miles.
- Ownership category
- akta.pro rank
Visit Phoenix industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)
- akta.pro secondary industries
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Tourist Souvenir & Destination Gift Shops (CRALAJAA)
Keywords
Where Visit Phoenix is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Visit Phoenix business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Membership Programs: Visit Phoenix operates as a membership-based organization offering tourism marketing services to hotels, restaurants, attractions, and other tourism-related businesses in the Greater Phoenix area. They generate revenue through membership fees and partner programs.
- Online Store Revenue: The organization operates an e-commerce storefront selling Visit Phoenix branded merchandise including apparel, accessories, and limited-edition items such as summer merchandise featuring Salt River designs.
- Tourism Tax Revenue Support: While not directly generating this revenue, Visit Phoenix's marketing efforts contribute to the $1.1 billion in hotel tax revenue generated in 2025, with local taxes of ~$250 million, state taxes of ~$260 million, and federal taxes exceeding $530 million, supporting convention facilities and transportation infrastructure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free visitor services provided to tourists |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Visit Phoenix product offering
Product offeringCore offering
Visit Phoenix is the official destination marketing organization for Phoenix and Greater Phoenix, Arizona. It markets the region as a leisure, meetings, conventions, and sports tourism destination through its website, content marketing, visitor guides, event partnerships, and a membership program serving local hotels, restaurants, and attractions. The organization supplements its marketing remit with an e-commerce merchandise store, an attractions pass, a marketplace aggregating third-party tours and tickets, and dedicated services for meetings/conventions planners and sports/event organizers.
Product overview
Visit Phoenix operates as a destination marketing organization (DMO) with a unified digital platform centered on its main website (visitphoenix.com). The core offering consists of the destination marketing website providing comprehensive visitor information, supplemented by several integrated service modules including an e-commerce store, an attractions pass for discounted access to local venues, a marketplace for booking tours and activities, exclusive partner deals, free travel and trail guides, an interactive area map, physical visitor information centers, meeting and convention services, sports event commission support, healthcare careers portal, and editorial content via stories/blog and email newsletters. The architecture functions as a platform-plus-modules model where the main website serves as the hub, with specialized tools and transactional services offered as complementary components.
Differentiator
Problem solved
Functional benefit
Products and services
- Visit Phoenix Attractions Pass Discounted access pass providing savings on tickets to participating Greater Phoenix attractions for visiting travelers.
- Visit Phoenix Marketplace Online marketplace aggregating third-party attractions, tours, tickets, and experiences across Greater Phoenix so visitors can discover and book them in one place.
- Visit Phoenix Online Store E-commerce storefront selling Visit Phoenix branded merchandise, including apparel, accessories, and limited-edition items.
- Meetings & Conventions Services Destination services for meeting and convention planners, providing venue information, accommodation coordination, and destination marketing support for corporate events in Greater Phoenix.
- Sports and Events Commission Specialized service supporting the attraction and hosting of sports events and major competitions in Greater Phoenix, including bid support and destination promotion.
- Visit Phoenix Membership Program Recurring membership program for hotels, restaurants, attractions, and other tourism-related businesses, providing marketing exposure, content inclusion, and access to Visit Phoenix's destination marketing channels and events.
Quantifiable outcome
- Phoenix's hotel industry generated $1.1 billion in total tax revenue in 2025
- +3 more outcomes
Companies that use Visit Phoenix
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
Visit Phoenix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Visit Phoenix partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- SojernflagshipSojern is a travel marketing platform that convened its sixth annual U.S. Destination Advisory Board meeting in Denver, bringing together tourism leaders from North America to examine travel trends and destination marketing strategies for 2026, including data analytics, economic impact measurement, and collaborative marketing approaches in preparation for the FIFA World Cup 2026.
- Square Egg EntertainmentflagshipSquare Egg Entertainment is the organizer of Phoenix Fan Fusion, a major pop culture convention held at the Phoenix Convention Center. Visit Phoenix serves as tourism partner, helping drive international attendance and providing promotional support. The 2026 event expects 130,000+ attendees from Mexico, US, Brazil, UK, Japan, Canada, France, India, and China, generating economic benefits through hotel occupancy, restaurant traffic, and visitor spending.
- Hyatt Regency PhoenixcoreHyatt Regency Phoenix is an official hotel partner for Phoenix Fan Fusion 2026, working with Visit Phoenix to accommodate the influx of 130,000+ convention attendees. The partnership demonstrates collaboration between destination marketing and hotel properties to maximize tourism economic impact.
- Sheraton Phoenix DowntowncoreSheraton Phoenix Downtown serves as a hotel partner for Phoenix Fan Fusion 2026, collaborating with Visit Phoenix to provide accommodation options for the major pop culture convention's international attendees.
- Oxford EconomicsminorOxford Economics prepared research for the American Hotel & Lodging Association showing Phoenix's hotel industry generated $1.1 billion in total tax revenue in 2025. This economic research supports Visit Phoenix's data-driven marketing initiatives and demonstrates tourism's fiscal impact on the region.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Visit Phoenix competitors and assessment
Company assessmentDirect peers
- Visit Orlando: The official DMO for Orlando, Florida. Same destination marketing model (non-profit DMO, membership-funded), similar year-round leisure + conventions focus, and comparable scale as a top-tier U.S. tourist destination - a strong functional benchmark.
- Visit Denver: The official DMO for Denver. Recently hosted Sojern's Destination Advisory Board with Visit Phoenix, indicating direct industry peer status. Similar urban + outdoor destination positioning, comparable meetings/conventions business, and similar municipal-DMO structure.
- Las Vegas Convention and Visitors Authority (LVCVA): The official DMO for Las Vegas, operating as a quasi-governmental authority that markets Las Vegas as a leisure, meetings, and conventions destination. Most direct functional peer to Visit Phoenix - same DMO model, same MICE/leisure focus, comparable scale (large metro destination).
- Experience Scottsdale: The official DMO for Scottsdale, Arizona, covering the same Greater Phoenix metro. Directly comparable destination marketing scope, though narrower geography and luxury/upscale positioning; competes with Visit Phoenix for premium leisure, golf, and MICE visitors in the same metro.
- Visit Seattle: The official DMO for Seattle. Comparable non-profit DMO model serving a major U.S. metro with strong meetings/conventions and leisure tourism. Similar digital platform structure (Simpleview-based) and similar scale.
- Choose Chicago: The official DMO for Chicago. Same non-profit DMO structure, similar year-round urban destination with strong meetings/conventions vertical (McCormick Place), and similar mid-to-large tier U.S. metro scale.
Broad incumbents
- NYC & Company: The official DMO for New York City. Operates at a much larger scale with broader international marketing reach and budget. Functionally analogous DMO model but covers a global-tier destination with significantly greater resources.
- Visit California: The state-level tourism marketing organization for California. Broader geography but analogous destination marketing mission, non-profit/governmental structure, and similar leisure + events promotion focus. Sets industry benchmarks for DMO content, digital, and brand campaigns.
Others
- Sojern: Travel marketing platform that hosts Visit Phoenix's industry peer group (Destination Advisory Board). Not a DMO but a strategic technology/data partner and adjacent ecosystem participant; comparable in serving DMOs as customers and shaping destination marketing analytics.
Regional players
- Visit Tucson: The official DMO for Tucson, Arizona. Smaller-scale Arizona DMO in the same state; competes with Visit Phoenix for regional tourism share and shares the desert-destination positioning (Sonoran Desert) but serves a distinctly different metro.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Visit Phoenix social profiles
Digital presenceVisit Phoenix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Phoenix leadership team
Management profileNumber of profiles
Visit Phoenix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Phoenix 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 Phoenix
What does Visit Phoenix do?
Visit Phoenix is the official destination marketing organization for Phoenix and Greater Phoenix, Arizona. It markets the region as a leisure, meetings, conventions, and sports tourism destination through its website, content marketing, visitor guides, event partnerships, and a membership program serving local hotels, restaurants, and attractions. The organization supplements its marketing remit with an e-commerce merchandise store, an attractions pass, a marketplace aggregating third-party tours and tickets, and dedicated services for meetings/conventions planners and sports/event organizers.
Is Visit Phoenix a public or private company?
Visit Phoenix is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Visit Phoenix founded?
Visit Phoenix was founded in 1967. It employs 101 to 250 people.
Where is Visit Phoenix based?
Visit Phoenix is headquartered in Phoenix, United States, in the North America region.
How does Visit Phoenix make money?
Three revenue lines are on record. Membership Programs are the primary driver. The others are online Store Revenue and tourism Tax Revenue Support.
Who are Visit Phoenix's main competitors?
Direct peers on record are Visit Orlando, Visit Denver, Las Vegas Convention and Visitors Authority (LVCVA), Experience Scottsdale, Visit Seattle and Choose Chicago. Broad incumbents are NYC & Company and Visit California. Sojern is listed as an others. Visit Tucson is listed as a regional player.
Does Visit Phoenix have an API?
No public API is recorded for Visit Phoenix.
What industry is Visit Phoenix in?
Visit Phoenix's product category is Destination Marketing Services. Its primary akta.pro industry code is THAHAAAA, Convention & Exhibition Centers (Public Convention Centers, Civic Centers), with a secondary code of THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers). Its NAICS code is 561591 and its SIC code is 7900.