Arizona

What Arizona does

Arizona Office of Tourism (operating as Visit Arizona and VisitArizona.com) is a state government agency under the State of Arizona, headquartered at 1110 W Washington St, #155, Phoenix. Founded in 1974, the agency is responsible for marketing Arizona as a travel destination domestically and internationally. It serves both end consumers (travelers planning visits) and businesses in the Arizona tourism ecosystem, including attractions, accommodations, restaurants, and tour operators listed on its platform.

The agency's core product is VisitArizona.com, a CMS-based multilingual digital tourism marketing platform available in English, Spanish, German, French, Japanese, Chinese, Korean, and UK English. Built on a mobile-responsive architecture, the platform integrates Bandwango-powered digital experience passports (geo-location check-ins with gamified prize incentives), an events calendar with submission functionality, a business listings directory of 645+ tourism-related entities, and trip planning resources. Supporting products include the Official State Travel Guide (free in print and digital), themed sub-brands such as the Visit Arizona Experience Passes and the Appreciate AZ sustainability initiative, and a statewide network of physical visitor centers. Partnerships span regional tourism offices (Visit Phoenix, Visit Tucson, Discover Salt River, Visit Page, Visit Chandler), state agencies (Arizona State Parks and Trails, Game and Fish, State Land Department), and 22 tribal nations.

Commercially, the agency does not generate direct revenue: it is funded through state government budget appropriations and provides all services free of charge to consumers. Its go-to-market motion is direct-to-consumer via the website, supplemented by email newsletters, organic social, SEO, a B2B travel trade program, and physical visitor centers. Customer segmentation is horizontal across personas including adventure/outdoor enthusiasts, families, luxury travelers, wellness seekers, cultural and heritage travelers, and food and wine enthusiasts.

Name

Arizona

Legal name

Arizona Office of Tourism

Website

https://visitarizona.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Arizona Office of Tourism is the State of Arizona's official tourism marketing agency, operating VisitArizona.com to promote the state to domestic and international travelers via a multilingual digital platform, digital experience passports, and a statewide visitor center network.

Ownership category

akta.pro rank

Product category

State Tourism Marketing

NAICS

Convention and Visitors Bureaus (561591), Other Travel Arrangement and Reservation Services (56159)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Accessibility & Inclusion Services (ADA Access, Adaptive Programs, Multilingual Support) (THAAAGAJ), Culture, Heritage & Arts Itinerary Planning (THAKAOAK), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• State tourism marketing
• Destination marketing organization
• Travel guide publishing
• Visitor information services
• Tourism promotion services

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. State Tourism Funding: As Arizona's official state tourism marketing organization, Visit Arizona is funded through state government budget allocations rather than commercial revenue generation. The organization promotes tourism to drive economic impact for the state rather than generating direct revenue.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Arizona Office of Tourism operates VisitArizona.com, the official state tourism marketing platform, providing curated travel content, digital experience passports, official travel guides, business listings, and event calendars to promote Arizona as a year-round destination. The organization funds these free consumer services through state government budget allocations to drive tourism economic impact rather than direct revenue generation. Supporting offerings include a statewide visitor center network, multilingual content in 8 languages, and gamified digital passport programs with regional tourism partners.

Product overview

VisitArizona.com is a unified digital tourism marketing platform operated by the Arizona Office of Tourism. The platform consists of a core website supplemented by several interconnected services: the Visit Arizona Digital Passports system (offering themed mobile-exclusive passes for parks, dark skies, Route 66, family activities, haunted attractions, and America250 celebrations), the Official State Travel Guide (available in print, digital, and 8 language formats), the Arizona Business Listings directory (connecting tourism businesses with visitors), and the Arizona Events Calendar (featuring signature and local statewide events). These components work together to provide comprehensive trip planning, travel inspiration, and visitor engagement across Arizona's diverse regions.

Differentiator

Problem solved

Functional benefit

Brands

• Visit Arizona Experience Passes: Free digital passports offering curated attractions, retailers, and restaurants across Arizona including AZ Parks Passport, Rock the Route Route 66 Challenge, Arizona Wild Bunch Family Pass, and Starstruck Dark Sky Expedition Pass.
• Appreciate AZ

Products and services

• VisitArizona.com The official Arizona tourism marketing website that serves as the primary digital platform for travel inspiration, trip planning, and visitor engagement, featuring regional guides, event calendars, business listings, and digital experience passports. Targeted at domestic and international travelers planning visits to Arizona.
• Visit Arizona Digital Passports (Experience Passes) Mobile-exclusive digital passport programs that curate attractions, retailers, and restaurants for visitors to explore and earn prizes through check-ins. Includes themed passes such as AZ Parks Passport, Dark Sky Expedition, Route 66 Challenge, Family Pass, Haunted Attractions, and America250 celebrations. Powered by Bandwango technology with geo-location check-ins and instant mobile delivery via text and email.
• Official State Travel Guide Free official travel guide available in print, digital, and multiple language formats (English, Spanish, German, French, Japanese, Chinese, Korean, UK English) that provides comprehensive trip planning information for Arizona visitors. Distributed through visitor centers, mail order (US and international), and digital download.
• Arizona Business Listings A directory platform connecting Arizona tourism-related businesses with travelers, allowing businesses to list their services and visitors to discover places to stay, things to do, and experiences across the state. Features 645+ categorized tourism-related businesses.
• Arizona Events Calendar A searchable calendar of tourism events and festivals across Arizona, featuring signature events and local events statewide, with submission capabilities for qualifying annually occurring experiences. Designed to help travelers plan visits around events of interest.

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Arizona State Parks and TrailscoreStrategic or Co-development PartnerArizona State Parks and Trails is a core coalition partner in the Appreciate AZ sustainable tourism initiative. The partnership promotes responsible outdoor recreation, Leave No Trace principles, and T.R.E.A.D. guidelines for off-highway vehicle users across Arizona's state parks and public lands.
• Arizona Game and Fish DepartmentcoreStrategic or Co-development PartnerArizona Game and Fish Department collaborates on the Appreciate AZ initiative to promote wildlife conservation, responsible hunting and fishing practices, and habitat protection messaging across the state's outdoor recreation platforms.
• Arizona State Land DepartmentcoreStrategic or Co-development PartnerArizona State Land Department partners on the Appreciate AZ sustainable travel initiative, promoting responsible recreation on state trust lands and educational resources about land stewardship and conservation.
• BandwangocoreTechnology or IntegrationBandwango provides the mobile passport technology platform powering Arizona's digital experience passports (AZ Parks Passport, Dark Sky Expedition, Route 66 Challenge, etc.). The partnership enables geo-location check-ins, instant mobile delivery, and gamification features.
• Visit PhoenixmajorGTM or Marketing PartnerVisit Phoenix is a regional partner offering co-branded digital passes including Phoenix Attractions Pass and Phoenix Deals, expanding distribution of Visit Arizona's passport platform to Greater Phoenix visitors.
• Visit TucsonmajorGTM or Marketing PartnerVisit Tucson partners on digital passport programs including Astro Trail and Summer Streetcar Savings Pass, promoting Southern Arizona astronomical and culinary experiences.
• Discover Salt RiverminorGTM or Marketing PartnerDiscover Salt River offers Salt River Art Trail and Sweet Treat Trail digital passports, promoting cultural and culinary tourism along the Salt River region.
• Visit PageminorGTM or Marketing PartnerVisit Page AZ offers the Mother Road to the Wonder Road digital pass promoting attractions between Route 66 and Page/Lake Powell destinations.
• Visit ChandlerminorGTM or Marketing PartnerVisit Chandler offers Choose Chandler digital passes promoting local attractions, dining, and experiences in the Chandler area.
• 22 Arizona Tribal NationscoreStrategic or Co-development PartnerArizona's 22 tribal nations are key cultural heritage partners, with tribal lands representing significant tourism destinations including Monument Valley, Navajo Nation, Hopi, and tribal museums and cultural centers throughout the state.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Visit Colorado: Visit Colorado is Colorado's official tourism office, with overlapping outdoor-adventure, national-park, and seasonal content focus. Directly comparable as a Western U.S. state DMO with similar outdoor/cultural mix.
• Visit California: Visit California is California's official state tourism marketing organization, operating with the same statutory destination-marketing mandate, content-driven website, and stakeholder (industry partner) business model as Visit Arizona. They are the closest functional peer in scale and remit among U.S. state tourism offices.
• Visit Texas: Visit Texas is the state's tourism marketing arm, with analogous state-government funding, destination content website, and travel-trade programming. Comparable as a large, geographically diverse state DMO.
• Travel Oregon: Travel Oregon is Oregon's state tourism office, with a similar outdoor/nature-led positioning, content-first website, and partnership-driven marketing approach. Comparable as a smaller-budget state DMO focused on natural and cultural assets.
• Visit Florida: Visit Florida is Florida's official state tourism marketing organization, funded through state appropriations and serving a comparable destination-promotion remit. It is a direct comparator for budget scale, content strategy, and partnership models.

Emerging players

• Tourism New Zealand: Tourism New Zealand is New Zealand's national tourism board, with a destination-marketing remit, content-led website, and partnership-driven international campaigns. Comparable as a publicly-funded destination marketing organization using digital storytelling and partner ecosystems to drive inbound travel demand.

Regional players

• Visit Tucson: Visit Tucson is Southern Arizona's DMO and an active Visit Arizona digital-passport partner (Astro Trail, Summer Streetcar Savings). Comparable as a regional destination marketer with overlapping outdoor/astronomy content and event curation.
• Visit Phoenix: Visit Phoenix is the regional DMO for Greater Phoenix and a current partner of Visit Arizona via co-branded digital passports. Comparable as a city-level DMO operating in the same geography with overlapping content, business listings, and event marketing functions.

Broad incumbents

• NYC & Company: NYC & Company is the official DMO for New York City, one of the largest city-level destination marketers globally. Comparable as a high-budget, content-led destination marketing organization with a multilingual, international-traffic website.
• Brand USA: Brand USA is the national destination marketing organization for the United States, sitting one layer above state tourism offices. It is comparable as a federally-chartered tourism marketer with a broader portfolio but overlapping mission of inbound visitor promotion.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ArizonaTourism
• YouTubeyoutube.com/visitarizona
• Facebookfacebook.com/arizonatravel
• LinkedInlinkedin.com/company/arizona-office-of-tourism
• Instagraminstagram.com/visitarizona

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 Arizona