Visit Phoenix

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.

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

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

• Destination marketing services
• Tourism promotion
• Convention marketing
• Visitor information services
• Travel trade marketing

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• SojernflagshipStrategic or Co-development Partner · 17 May 2026Sojern 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 EntertainmentflagshipGTM or Marketing Partner · 9 May 2026Square 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 PhoenixcoreChannel Partner/ Reseller/ Distributor · 9 May 2026Hyatt 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 DowntowncoreChannel Partner/ Reseller/ Distributor · 9 May 2026Sheraton 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 EconomicsminorOthersOxford 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

Direct 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

• Instagraminstagram.com/visitphoenix
• Xx.com/visitphoenix
• Facebookfacebook.com/visitphoenix

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 Phoenix