Amarillo Convention & Visitors Bureau
The Amarillo Convention & Visitors Bureau (Visit Amarillo) is Amarillo, Texas's official destination marketing organization, promoting Route 66 tourism, Palo Duro Canyon, western heritage experiences, and conventions to leisure travelers, meeting planners, sports organizers, and group tour operators across the Texas Panhandle.
- Company typePrivate
- Founded2020
- HeadquartersAmarillo, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Amarillo Convention & Visitors Bureau does
The Amarillo Convention & Visitors Bureau (operating as Visit Amarillo) is the official destination marketing organization for Amarillo, Texas, formed as a standalone quasi-governmental entity on October 1, 2020. It serves leisure travelers, meeting and convention planners, sports event organizers, group tour operators, and film production visitors to the Texas Panhandle, promoting overnight stays across the region's attractions — including Route 66 landmarks (Cadillac Ranch, Big Texan Steak Ranch), Palo Duro Canyon, the American Quarter Horse Hall of Fame, and performing arts venues such as the Amarillo Symphony and Lone Star Ballet. The organization cites approximately 5 million annual visitors and claims that visitor spending saves each Amarillo household an average of $1,000 per year in taxes.
The CVB's product surface is centered on the visitamarillo.com destination platform, built on the Simpleview CRM — the industry-standard DMO infrastructure — and supplemented by the Build Your Trip interactive itinerary widget and the Panhandle Pass mobile digital coupon program. Additional service lines include Meetings & Conventions (RFP-driven site selection and group logistics), Sports Tourism (delivered via a PlayEasy channel partnership), Film Commission services, and Group Travel coordination. E-commerce is operated through a Square storefront for merchandise.
The organization is funded primarily through Hotel Occupancy Tax (HOT) revenue rather than direct service fees, and its primary customers are the visitors themselves plus event planners — most of the bureau's outputs (visitor guides, content, marketing) are free at point of use. The CVB is governed by a board with mandated sector representation (hoteliers, attractions, city council, at-large citizens, plus ex-officio members from Center City of Amarillo, the Amarillo Tri-State Exposition, and the Amarillo Civic Center Complex), reflecting a public-private partnership model. Go-to-market is a hybrid of content/SEO-driven digital marketing and a sales-led motion for meetings, sports, and group travel RFPs.
Amarillo Convention & Visitors Bureau firmographics
Firmographics- Name
- Amarillo Convention & Visitors Bureau
- Legal name
- Amarillo Convention & Visitors Bureau
- Website
- https://visitamarillo.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Amarillo Convention & Visitors Bureau (Visit Amarillo) is Amarillo, Texas's official destination marketing organization, promoting Route 66 tourism, Palo Duro Canyon, western heritage experiences, and conventions to leisure travelers, meeting planners, sports organizers, and group tour operators across the Texas Panhandle.
- Ownership category
- akta.pro rank
Amarillo Convention & Visitors Bureau industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Convention and Visitors Bureaus (561591), Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tour/Activities/Attractions Reservation Systems (THALADAG)
Keywords
Where Amarillo Convention & Visitors Bureau is headquartered
LocationHeadquarters
- HQ city
- Amarillo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Amarillo Convention & Visitors Bureau business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Hotel Occupancy Tax (HOT): The CVB utilizes Hotel Occupancy Tax revenue to fund tourism promotion and marketing activities. The organization explicitly references HOT tax as a funding source for growing Amarillo's tourism and strengthening the local economy.
- Visitor Guide Sales and Distribution: Free visitor guides are distributed to tourists; the guides promote attractions, restaurants, and accommodations across Amarillo and the Texas Panhandle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Amarillo Sod Poodles Baseball tickets |
| Other | Multi-year contract | Tourism Master Plan RFP - vendor services |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Amarillo Convention & Visitors Bureau product offering
Product offeringCore offering
The Amarillo Convention & Visitors Bureau is a quasi-government destination marketing organization that promotes Amarillo, Texas as a tourism, meetings, and group travel destination. It sells convention and meeting sales services, sports tourism booking support, film commission liaison services, and group travel planning, while also offering consumer-facing trip planning tools and the Panhandle Pass digital coupon program. The organization is funded primarily through Hotel Occupancy Tax (HOT tax) revenue collected from local lodging properties.
Product overview
The Amarillo Convention & Visitors Bureau operates as a destination marketing organization (DMO) offering a unified platform centered on its Visit Amarillo website. The core offerings include the primary tourism destination website supplemented by the Build Your Trip Widget for itinerary planning and the Panhandle Pass digital discount program. Additional services encompass Meetings & Conventions Services, Sports Tourism Services, Film Commission Services, and Group Travel Services—all integrated through the main website platform to provide comprehensive visitor and event planning support for the Texas Panhandle region.
Differentiator
Problem solved
Functional benefit
Products and services
- Panhandle Pass
Quantifiable outcome
- 5 million visitors annually generate economic impact that saves each household in Amarillo an average of $1,000 per year in taxes
Companies that use Amarillo Convention & Visitors Bureau
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles5 records
Amarillo Convention & Visitors Bureau technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Amarillo Convention & Visitors Bureau partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Tourism Master Plan Consulting Firms (RFP)coreThe ACVB issued an RFP for qualified consulting firms to develop a comprehensive 20+ year Tourism Master Plan for Amarillo, Texas. The selected firm will assess tourism assets, conduct market analysis, and propose strategies for enhancing tourism offerings while ensuring sustainability.
- Texas Music OfficeminorPartnership through the Music Friendly Texas Certified Community program, promoting Amarillo's music scene and supporting music tourism initiatives.
- Texas Film CommissionminorPartnership through the Film Friendly Texas Certified Community program, supporting film production and film-related tourism in Amarillo.
- SimpleviewcoreSimpleview provides the destination marketing platform (CRM and website infrastructure) powering visitamarillo.com. The platform supports event calendars, attraction listings, blog content, e-commerce (Square integration), and digital marketing capabilities.
- PlayEasyminorPartnership with PlayEasy sports event platform for destination marketing targeting sports tournament organizers and athletic event planners visiting Amarillo.
- Center City of AmarillocoreBeth Duke, Executive Director of Center City of Amarillo (a nationally recognized Texas Main Street City), serves as Ex-Officio member of the CVB Board, representing downtown revitalization and urban development initiatives.
- Amarillo Tri-State ExpositioncoreBrady Ragland, CEO of Amarillo Tri-State Exposition, serves as Ex-Officio member of the CVB Board, representing major expositions and agricultural events.
- Amarillo Civic Center ComplexcoreBo Fowlkes, General Manager of Amarillo Civic Center Complex, serves as Ex-Officio member of the CVB Board, representing the city's primary convention and event venue.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Amarillo Convention & Visitors Bureau competitors and assessment
Company assessmentBroad incumbents
- Visit San Antonio: Major Texas DMO with significantly larger budget and broader leisure/convention offering. Provides a comparable benchmark for what a scaled-up Texas CVB looks like.
- Visit Houston: Major Texas DMO serving the state's largest metro. Comparable DMO mandate with substantially greater funding, convention infrastructure, and international flight connectivity.
- Visit Austin: Largest Texas DMO with global brand recognition and high tourism budget. Same DMO charter as Amarillo but with much deeper resources for paid media, international marketing, and large conventions.
- Visit Dallas: Larger, well-resourced Texas DMO with a substantially bigger marketing budget, broader convention infrastructure, and global brand reach. Operates the same DMO mandate as Amarillo CVB but at materially greater scale.
Others
- Brand USA: National destination marketing organization for the United States. Indirectly comparable as the umbrella national DMO whose marketing programs and partner channels Amarillo CVB participates in to drive international inbound visitation.
- Simpleview: Destination marketing platform and CRM provider powering visitamarillo.com. Relevant as the technology backbone for Amarillo CVB and a category-defining vendor used across the DMO industry.
Direct peers
- Visit Fort Worth: Convention & Visitors Bureau for Fort Worth, Texas operating under the same HOT-funded DMO model. Comparable scope across leisure, meetings, and group travel, with overlapping Western heritage positioning.
- Visit El Paso: Convention & Visitors Bureau for El Paso, Texas. Mid-size Texas CVB with similar HOT tax funding structure, full leisure/convention/sports mandate, and competing for Texas tourism share-of-voice.
- Visit Corpus Christi: Texas coastal CVB comparable in scale and HOT-funded DMO structure. Competes for Texas leisure and group travel segments with overlapping meeting/sports/event capabilities.
- Visit Lubbock: Destination marketing organization for Lubbock, Texas — a similarly-sized West Texas city CVB. Directly comparable in mandate (visitor info, conventions, sports tourism, group travel), funding model (HOT tax), and competitive set within Texas.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Amarillo Convention & Visitors Bureau social profiles
Digital presenceAmarillo Convention & Visitors Bureau financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amarillo Convention & Visitors Bureau leadership team
Management profileNumber of profiles
Profiles8 records
Amarillo Convention & Visitors Bureau funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amarillo Convention & Visitors Bureau 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 Amarillo Convention & Visitors Bureau
What does Amarillo Convention & Visitors Bureau do?
The Amarillo Convention & Visitors Bureau is a quasi-government destination marketing organization that promotes Amarillo, Texas as a tourism, meetings, and group travel destination. It sells convention and meeting sales services, sports tourism booking support, film commission liaison services, and group travel planning, while also offering consumer-facing trip planning tools and the Panhandle Pass digital coupon program. The organization is funded primarily through Hotel Occupancy Tax (HOT tax) revenue collected from local lodging properties.
Is Amarillo Convention & Visitors Bureau a public or private company?
Amarillo Convention & Visitors Bureau is a private company. It is classified as state government owned and is currently operating.
When was Amarillo Convention & Visitors Bureau founded?
Amarillo Convention & Visitors Bureau was founded in 2020. It employs 1 to 10 people.
Where is Amarillo Convention & Visitors Bureau based?
Amarillo Convention & Visitors Bureau is headquartered in Amarillo, United States, in the North America region.
How does Amarillo Convention & Visitors Bureau make money?
Two revenue lines are on record. Hotel Occupancy Tax (HOT) is the primary driver. The others are visitor Guide Sales and Distribution.
Who are Amarillo Convention & Visitors Bureau's main competitors?
Broad incumbents on record are Visit San Antonio, Visit Houston, Visit Austin and Visit Dallas. Others are Brand USA and Simpleview. Direct peers are Visit Fort Worth, Visit El Paso, Visit Corpus Christi and Visit Lubbock.
Does Amarillo Convention & Visitors Bureau have an API?
No public API is recorded for Amarillo Convention & Visitors Bureau.
What industry is Amarillo Convention & Visitors Bureau in?
Amarillo Convention & Visitors Bureau's product category is Destination Marketing Services. Its primary akta.pro industry code is THALADAG, Tour/Activities/Attractions Reservation Systems. Its NAICS code is 561591 and its SIC code is 7900.