Greater Zion Convention & Tourism Office

What Greater Zion Convention & Tourism Office does

Greater Zion Convention & Tourism Office is the officially designated destination marketing organization (DMO) for Washington County, Utah, responsible for promoting a 2,400+ square-mile region encompassing 19 communities anchored by Zion National Park. Headquartered in St. George, Utah with 11–50 employees, it serves leisure travelers, meeting and convention planners, sports-event organizers, and motorcoach/group tour operators through a diversified suite of marketing services.

The organization's core offerings include the SKYNAV Immersive AI trip-planning platform featuring an AI assistant named 'navi' that processes text, image, and video inputs to build personalized itineraries; the Adventure Style Quiz for visitor profiling; printed and digital Visitor Guides; sales-team-supported meeting and convention planning; sports-event hosting and bid support for tournaments such as IRONMAN and the Greater Zion Cup pickleball event; motorcoach tour planning; and a media/industry news library for trade partners. Operationally, Greater Zion launched the Zion Corridor Park & Ride shuttle service in March 2026, extending its remit beyond promotion into direct visitor-access management.

Greater Zion operates as a public-sector, nonprofit-funded entity. Revenue is sourced from Transient Room Tax allocations, state and county government appropriations, and grants — including a $10.8 million Utah Transportation Commission grant awarded in August 2021 for paved trail development. Its go-to-market combines consumer-facing marketing, B2B sales to meeting planners and tour operators, and event-rights partnerships with national bodies such as the PPA Tour and resort operators including Black Desert Resort. Conservation-linked commercial partnerships, such as the Coalatree sustainable merchandise collaboration with Zion Forever Project, represent an emerging revenue and engagement channel.

Name

Greater Zion Convention & Tourism Office

Legal name

Greater Zion Convention & Tourism Office

Website

https://greaterzion.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Greater Zion Convention & Tourism Office is a public-sector destination marketing organization for Washington County, Utah, promoting the Greater Zion region's 19 communities and Zion National Park through AI-powered trip planning, signature sporting events, and convention services.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

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

Keywords

• Destination marketing
• Convention bureau services
• Tourism promotion
• Visitor information services
• Sports event hosting

Headquarters

HQ city

Saint George

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, Operations, Technology or R&D

Revenue model

1. Tourism Promotion and Marketing Services: Funded through local government appropriations and tourism-related tax revenues. The organization promotes the Greater Zion region to attract visitors, support local businesses, and drive regional economic development.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Greater Zion Convention & Tourism Office is the official destination marketing organization for Washington County, Utah, promoting a 2,400+ square mile region that includes Zion National Park, four state parks, golf courses, and 19 communities. It provides visitor information, trip planning tools, an AI-powered virtual trip planning platform (SKYNAV Immersive), meeting and convention planning services, sports event hosting support, motorcoach tour planning, and curated itineraries—all funded through public appropriations and tourism-related taxes.

Product overview

Greater Zion Convention & Tourism Office is a destination marketing organization that serves as the official tourism promotion body for Washington County, Utah. The organization offers a unified platform of visitor services centered on trip planning, transportation, and regional discovery. Core offerings include the AI-powered SKYNAV Immersive virtual trip-planning tool, free Visitor Guides and Adventure Style Quiz for personalized itinerary generation, curated trip itineraries across five regions (Alpine, St. George Area, Zion Corridor, Hurricane Valley, and Mesa Country), the Zion Corridor Park & Ride transportation service, meeting and convention planning services with venue coordination, sports event hosting support, a Media Asset Library for press, and motorcoach tour planning resources. The portfolio functions as an integrated destination management ecosystem rather than a standalone software product.

Differentiator

Problem solved

Functional benefit

Products and services

• SKYNAV Immersive AI-powered virtual trip-planning platform providing 360-degree aerial-to-ground views of Greater Zion attractions with an AI assistant ('navi') for personalized recommendations, helping travelers discover and plan trips before arriving.
• Visitor Guide

Quantifiable outcome

• Zion National Park ranked as third most visited national park in the United States
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Zion White Bison ResortcoreStrategic or Co-development Partner · 1 March 2026Partnership with Zion White Bison Resort as the launch point for the Zion Corridor Park & Ride service providing transportation for visitors and commuters traveling to Springdale and Zion National Park. The Park & Ride operates from the resort's lot at $5 per one-way trip.
• SunTrancoreChannel Partner/ Reseller/ Distributor · 1 March 2026Transportation partner for Zion Corridor Park & Ride service offering SunTran bus service with $100 unlimited monthly pass available for SunTran service routes.
• SKYNAVcoreTechnology or Integration · 3 February 2026Partnership to develop SKYNAV Immersive, an AI-powered virtual trip-planning experience providing 360-degree aerial-to-ground views of Greater Zion attractions with AI assistant 'navi' for personalized recommendations.
• CoalatreeminorGTM or Marketing Partner · 3 November 2025Launched sustainable outdoor gear collection inspired by Zion's natural beauty including blankets, shirts, socks, and duffel bags. Proceeds support Zion Forever Project for conservation efforts.
• Zion Forever ProjectcoreGTM or Marketing Partner · 3 November 2025Conservation partner benefiting from Coalatree sustainable collection proceeds. Zion Forever Project is the official nonprofit partner supporting conservation efforts in Greater Zion.
• Professional Pickleball AssociationcoreStrategic or Co-development Partner · 20 October 2025Partnership to host the Greater Zion Cup tournament in 2026, one of only five Cup events on the Carvana PPA Tour awarding 1,500 ranking points to competitors.
• Black Desert ResortcoreStrategic or Co-development Partner · 20 October 2025Black Desert Resort in Ivins, Utah partnered with Greater Zion to host the Greater Zion Cup pickleball tournament. The resort features 447 rooms, seven dining venues, Tom Weiskopf-designed golf course, 45,000 sq ft of event space, and 21 pickleball courts opening Spring 2026.

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Visit California: State-level DMO with a large outdoor recreation and national parks portfolio, similar funding model via tourism taxes, and overlapping audience of outdoor leisure travelers that compete with Greater Zion for share.
• Visit Utah: State-level DMO that markets Utah to leisure and meeting travelers, including the Greater Zion region. Same destination marketing model and overlapping target customers (national park visitors, ski/outdoor enthusiasts, meeting planners).
• Visit Denver: Convention and Visitors Bureau for a major US destination with active meeting/convention sales, sports event hosting, and group tour programs — the same diversified GTM architecture used by Greater Zion.
• Las Vegas Convention and Visitors Authority (LVCVA): Convention and Visitors Bureau promoting Las Vegas, the primary feeder market and competing destination located 90 minutes from Greater Zion. Both operate as public-sector DMOs focused on meetings, conventions, and leisure travel.
• Visit Phoenix: Regional DMO with strong sports tourism emphasis (PGA, NFL, NCAA events) comparable to Greater Zion's IRONMAN and PPA Tour hosting, plus meeting/convention sales for the Phoenix metropolitan area.
• Visit Tampa Bay: Convention and Visitors Bureau with a developed sports event hosting vertical and meeting/convention sales force, structurally similar in GTM motion to Greater Zion's meeting and sports RFP processes.
• Travel Oregon: State DMO emphasizing outdoor recreation, national parks, and adventure tourism — directly comparable to Greater Zion's outdoor/national park positioning with similar sustainability messaging.
• Moab Area Travel Council: Regional DMO for the Moab/Arches/Canyonlands area of Utah — the closest direct competitor for outdoor, adventure, and national park visitors in the US Southwest.
• Visit Sedona: Regional DMO for Sedona, Arizona, which competes directly with Greater Zion for the outdoor-adventure, red-rock, national-park-adjacent leisure traveler in the US Southwest.

Broad incumbents

• Brand USA: National-level destination marketing organization that promotes international travel to the United States, including Utah. Operates at a larger scale and broader scope but shares the public-sector tourism promotion mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AtoZionTV
• Facebookfacebook.com/GreaterZionUtah
• Instagraminstagram.com/greaterzionutah
• Xx.com/GreaterZionUtah

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 Greater Zion Convention & Tourism Office