White Mountains New Hampshire

What White Mountains New Hampshire does

The White Mountains Attractions Association (WMAA), operating as White Mountains New Hampshire and Visit White Mountains, is a nonprofit destination marketing organization (DMO) founded in 1958 and headquartered at the White Mountains Visitor Center in North Woodstock, New Hampshire. The organization represents 17 world-class attractions and more than 300 tourism-related businesses across the White Mountains region, which spans an 800,000-acre National Forest, includes Mount Washington (the highest peak in the Northeastern United States at 6,288.2 feet), and contains 22 of New Hampshire's 76 state parks and over 200 shops and stores in the Mount Washington Valley. WMAA serves as the primary regional tourism promotion body, connecting visitors with attractions, lodging, dining, shopping, scenic drives, and events through a multi-channel marketing program.

The organization's core products and services are directories and planning resources delivered through visitwhitemountains.com, a physical visitor center, print and digital vacation guides, an events calendar, an e-newsletter, and active social media channels. The underlying technology is a standard web and marketing platform (no proprietary technology, no API, no AI capabilities); the product portfolio functions as an integrated tourism information portal covering attractions, outdoor recreation, accommodations, dining, shopping, winter sports, group travel, weddings, and town information. Distribution occurs through the website, the I-93 Exit 32 visitor center, and partnerships with regional Chambers of Commerce.

WMAA's revenue model is membership-based (subscription/recurring) supplemented by tourism promotion services, with no consumer-facing pricing. The membership comprises 17 attractions and 300+ tourism-related businesses, and the organization is governed by a small team of approximately seven staff members led by President Charyl Reardon. There is no PE/VC ownership, no funding rounds, no parent company, and no publicly disclosed financial data; the organization is privately held and membership-controlled.

Name

White Mountains New Hampshire

Legal name

White Mountains Attractions Association

Website

https://visitwhitemountains.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

The White Mountains Attractions Association is a nonprofit destination marketing organization founded in 1958 that represents 17 attractions and 300+ tourism businesses in New Hampshire's White Mountains region. It promotes the destination to visitors through its website, visitor center, vacation guides, events calendar, and digital marketing channels.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Scenic Lookouts & Natural Landmarks (Waterfalls, Canyons, Rock Formations) (THAJACAD)

akta.pro secondary industries

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• Destination marketing
• Tourism promotion
• Travel planning
• Visitor services
• Attractions directory

Headquarters

HQ city

North Woodstock

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Membership Fees: The WMAA represents 17 world-class attractions and more than 300 tourism-related businesses through membership, suggesting membership fees as a revenue stream supporting regional marketing operations.
2. Tourism Promotion: As a destination marketing organization, revenue supports the tourism economy and local communities through collaborative marketing efforts.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The White Mountains Attractions Association is the destination marketing organization (DMO) for New Hampshire's White Mountains region. Its core offering is a free, comprehensive travel information portal—web content, vacation guides, attraction/lodging/dining directories, events calendar—and a physical visitor center that connects tourists with regional attractions, accommodations, dining, shopping, and events. The organization represents 17 world-class attractions and more than 300 tourism-related businesses through membership, funding the regional tourism promotion efforts.

Product overview

White Mountains New Hampshire, operated by the White Mountains Attractions Association (WMAA), is a destination marketing organization that serves as a comprehensive tourism platform for New Hampshire's White Mountains region. Since 1958, WMAA has represented 17 world-class attractions and more than 300 tourism-related businesses. The platform offers a unified resource providing travel planning services (free vacation guides), an attractions directory (major attractions, family activities, natural attractions), outdoor recreation information (hiking, skiing, scenic drives), accommodations and dining directories, an events calendar, and visitor center services. The product architecture functions as an integrated tourism information portal rather than a modular software platform, with core services including the Travel Planning Services, Attractions Directory, Outdoor Recreation guides, Scenic Drives routes, Accommodations Directory, Dining Directory, Shopping Guide, Events Calendar, Town Information, Winter Sports guides, Group Travel Services, Wedding Planning resources, Visitor Center Services, and E-Newsletter subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Free Travel Planner / Vacation Guide Free print and digital Travel Planner providing detailed information on outdoor recreation, activities, attractions, lodging, and services across the White Mountains region. Available to order or download from the website.
• Attractions Directory Comprehensive directory of 17 world-class attractions including major attractions, adventures and activities, family-friendly options, natural attractions, scenic railroads, water parks, ziplines, and pet-friendly activities.
• Outdoor Recreation Guides Extensive outdoor activity listings including hiking trails, ATV/off-road riding, biking, covered bridges, fishing, golf, horseback riding, rock climbing, state parks, waterfalls, wildlife tours, and water activities.
• Scenic Drives Curated scenic driving routes including Kancamagus Highway, The White Mountains Trail, Audio Driving Tour, and Southern and Northern White Mountains Driving Loops.
• Accommodations Directory Directory of places to stay including hotels, motels, resorts, lodges, cottages, cabins, bed & breakfasts, vacation rentals, camping, hostels, and group accommodations.
• Dining Directory Restaurant and food service listings including breakfast/brunch, breweries, pubs, coffee shops, bakeries, dinner trains, family-friendly dining, ice cream, pizza, wineries, cideries, and group dining.
• Shopping Guide Tax-free shopping directory featuring farmers markets, outlet centers (Settlers Green), local shops, and boutiques across the region.
• Events Calendar Comprehensive event listings including arts and culture festivals, concerts, live music, fall foliage events, seasonal events, sporting events, and theater performances.
• Town & Regional Information Detailed information on 18 towns across the White Mountains region including Bethlehem, Franconia, Lincoln, Littleton, North Conway, Waterville Valley, Woodstock, and more.
• Winter Sports Guide Winter activity information including skiing at multiple resorts (Bretton Woods, Cannon Mountain, Cranmore, Loon Mountain, Gunstock), tubing, sledding, snowmobiling, and winter hiking.
• Group Travel Services Services for travel trade professionals including group accommodations, group dining, motorcoach tours, retreats, reunions, and step-on tour guide services.
• Wedding Planning Resources Wedding venue directory and planning resources for the White Mountains region.
• White Mountains Visitor Center Services In-person visitor services at the White Mountains Visitor Center in North Woodstock including free brochures, maps, recreation passes, and gift shop.
• E-Newsletter Subscription Email newsletter subscription service providing news, updates, and promotions from the White Mountains.

Quantifiable outcome

• Millions of annual visitors welcomed to the region
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• White Mountains Attractions FoundationminorStrategic or Co-development Partner · 1 January 2026The White Mountains Attractions Foundation exists to award scholarships to deserving graduating seniors from high schools in the White Mountains region of New Hampshire pursuing educational advancement in the state who have been working at an Attraction and/or in the Tourism industry. The foundation awards the White Mountain Mikey Living the Tourism Dream Memorial Scholarship.
• Alpine Adventures and Alpine PizzaminorGTM or Marketing Partner · 1 January 2025Partnership between Alpine Adventures (ziplining) and Alpine Pizza (woodfired pizza) in Lincoln, NH offering combined 'Zip n' Za' promotions allowing visitors to enjoy ziplining and dining on the same day.

Scale indicators6 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Stowe, Vermont (GoStowe / Stowe Tourism): Regional mountain destination marketing organization in Vermont promoting a four-season resort town with skiing, hiking, fall foliage, and tax-free shopping (adjacent to NH). Directly comparable DMO function, member-based structure, and seasonal programming model.
• Jackson Hole Travel & Tourism Board: Mountain destination DMO promoting year-round outdoor recreation, ski resorts, and national park access. Comparable in mountain positioning, member-funded structure, and visitor guide content model.
• Lake Placid Visitors Bureau (Regional Office of Sustainable Tourism): New York Adirondack mountain destination DMO promoting outdoor recreation, winter sports, hiking, and event-driven tourism. Comparable in scale, member-funded model, and four-season positioning to WMAA.
• Visit Park City (Park City Chamber / CVB): Mountain resort destination DMO promoting ski, summer outdoor recreation, events, and lodging across member businesses. Comparable as a year-round mountain DMO with similar member-funded structure.
• Visit Big Sky / Yellowstone Country DMO: Mountain/wilderness destination DMO promoting outdoor recreation, national park proximity, and resort experiences. Comparable in promoting a scenic mountain destination with national forest/park assets and four-season activities.
• Killington Resort / Pico Mountain DMO marketing: Vermont mountain destination with strong winter sports identity and summer programming. Comparable as a mountain DMO promoting ski, mountain biking, hiking, and scenic experiences to a similar Northeastern drive market.

Emerging players

• Adirondack Mountain Club: Nonprofit conservation and recreation organization in the Adirondacks operating trails, lodges, and programming. Comparable in nonprofit structure, regional outdoor recreation focus, and member-driven support model.

Broad incumbents

• Travel Oregon (Oregon Tourism Commission): State-level destination marketing organization using content marketing, travel guides, and member-driven promotion. Comparable in mission and content-driven GTM, though at larger state-wide scale.
• New Hampshire Division of Travel & Tourism Development: State-level tourism agency that promotes NH as a whole, of which the White Mountains is one region. Overlaps with WMAA in promoting the same state's attractions but at a broader geographic scope.

Regional players

• Visit Portland (Portland, Maine CVB): Regional CVB/DMO in Maine with a member-based funding model and content-driven destination marketing approach. Comparable in role and tactics (visitor guides, events calendar, member businesses) but focused on a coastal/urban destination rather than a mountain region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@whitemountainsnh
• Facebookfacebook.com/VisitWhiteMountains
• Instagraminstagram.com/whitemountains
• Xx.com/whitemts

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 White Mountains New Hampshire