What Visit Tacoma-Pierce County does

Visit Tacoma-Pierce County is a private non-profit destination marketing organization (DMO) and Convention & Visitors Bureau (CVB) established in 1989 to promote tourism across Pierce County, Washington. The organization operates the VisitPierceCounty.com website as its primary digital platform, complemented by a print and digital Visitor Guide, an Events Calendar, regional directories covering 11 communities (Tacoma, Puyallup, Gig Harbor, Sumner, Fife, Lakewood, DuPont, University Place, and Mount Rainier / Ashford / Eatonville), a Food & Drink directory, a blog content hub, and a 'Book Your Trip' booking integration. Its product portfolio centers on a library of curated, themed three-day seasonal itineraries (e.g., Snow Seeker, Neighborhood Narratives, Luxe for Less, Brushstrokes and Backroads, Epic Pierce County, Liquid Tourism) and promotional campaigns such as the 'Art of the Game' glass art scavenger hunt, which drive content engagement and event-driven visitation. The organization also operates a physical Visitor Information Center in Tacoma, an e-newsletter, B2B services for meetings/conventions and sports tourism, and a group-travel coordination function. It does not sell directly to visitors (content and trip planning are free); instead, the revenue model is funded primarily through hotel/motel tax assessments, Tourism Improvement District charges, and membership fees from local tourism-related businesses, and its core value proposition is aggregating, curating, and distributing destination content to drive overnight stays and associated economic impact. Leadership is led by Chief Marketing and Data Officer Matt Wakefield.

Name

Visit Tacoma-Pierce County

Legal name

Visit Tacoma-Pierce County

Website

https://visitpiercecounty.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Visit Tacoma-Pierce County is a non-profit destination marketing organization and Convention & Visitors Bureau that promotes tourism across 11 Pierce County communities through curated seasonal itineraries, event promotion, and a Visitor Information Center, funded by local hotel/motel taxes and membership fees.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion

NAICS

Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Organizations (8600)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Incentive Travel Design & Rewards Programs (THAHADAB), Group Logistics & Transportation Management (Coaches, Transfers, VIP Transport) (THAHADAC)

Keywords

• Destination marketing
• Tourism promotion
• Visitor information
• Travel itineraries
• Convention visitors bureau

Headquarters

HQ city

Tacoma

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Promotion Services: Visit Tacoma-Pierce County operates as a Destination Marketing Organization (DMO) funded primarily through hotel/motel taxes, tourism improvement district assessments, and membership fees from local tourism-related businesses. The organization generates economic impact by driving overnight visitation to Pierce County, Washington.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Visit Tacoma-Pierce County operates as the official Destination Marketing Organization (DMO) and Convention and Visitors Bureau for Pierce County, Washington. The organization delivers free curated seasonal and themed travel itineraries, an events calendar, visitor guides, regional directories, and a blog content hub to help travelers plan visits. It also provides B2B services including meetings and conventions support, sports tourism, and group travel coordination for regional tourism stakeholders.

Product overview

Visit Tacoma-Pierce County is the official destination marketing organization for Pierce County, Washington, operating a comprehensive tourism platform. The offering consists of a primary website with trip planning tools, the Book Your Trip booking integration, Visitor Guide resources, and an Events Calendar. The core product portfolio includes seasonal curated itineraries (Spring, Summer, Fall, Winter themed getaways), specialized themed itineraries (Luxe for Less, Liquid Tourism, Epic Pierce County, Brushstrokes and Backroads, Neighborhood Narratives), and promotional initiatives like the Art of the Game scavenger hunt. Supporting services include regional directories covering Tacoma and communities like Puyallup, Gig Harbor, Lakewood, and Mount Rainier; a Food & Drink directory with restaurant listings; Blog content hub with editorial travel content; and B2B services for meetings, sports tourism, and group travel. The organization also promotes major events and festivals including the Tacoma Literature Festival, Victorian Christmas Festival, and various exhibitions at partner museums.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Tacoma-Pierce County Website
• Seasonal Itineraries Curated multi-day travel itineraries organized by season (Spring, Summer, Fall, Winter) showcasing attractions, outdoor activities, and regional experiences across Pierce County.
• Luxe for Less Itinerary Spring getaway itinerary promoting luxurious yet affordable experiences combining city, waterfront, and mountain activities in Pierce County.
• Liquid Tourism Itinerary Three-day summer itinerary focusing on local craft beverages, ciders, and cocktails paired with waterfront dining experiences.
• Epic Pierce County Itinerary Three-day itinerary featuring wildlife encounters, scenic flights, and outdoor activities for memorable vacation experiences in Pierce County.
• Brushstrokes and Backroads Itinerary Three-day itinerary emphasizing art, scenery, and Mount Rainier's influence on local culture with immersive, flexible exploration.
• Neighborhood Narratives Itinerary Three-day Tacoma itinerary guiding travelers through distinctive neighborhoods with local culture, art, history, and coastal scenery.
• Events Calendar Comprehensive listing of events across Pierce County including festivals, concerts, sports events, and community celebrations.
• Visitor Guide Print and digital travel planning guide featuring attractions, accommodations, dining, and activity recommendations for Pierce County.
• Book Your Trip Online booking platform linking to accommodations, flights, and activities for trip planning to Pierce County.
• Regions Directory Geographic guide covering Tacoma and surrounding communities including Puyallup, Gig Harbor, Lakewood, Sumner, Fife, DuPont, University Place, and Mount Rainier areas.
• Food & Drink Directory Restaurant and beverage listings covering diverse cuisines including Latin American, Mexican, and regional Pacific Northwest dining across Pierce County.
• Blog Content Hub Editorial platform featuring travel guides, event coverage, local picks, and tourism stories authored by staff and contributors.
• Meetings & Conventions B2B services for meeting planners including venue recommendations, accommodation options, and group travel coordination in Pierce County.
• Sports Tourism Services attracting sporting events and tournaments to the region, leveraging venues and facilities in Pierce County.
• Group Travel Services for coordinated group visits including reunions, weddings, and tour groups traveling to Pierce County.
• E-Newsletter Email subscription service delivering latest Tacoma travel updates, event announcements, and tourism deals.

Quantifiable outcome

• The 'Art of the Game' glass art scavenger hunt initiative aims to attract soccer visitors and drive economic impact through overnight stays
• +2 more outcomes

Segments4 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 core.

• Puyallup TribecoreStrategic or Co-development Partner · 29 May 2026The Puyallup Tribe partnered with Visit Tacoma-Pierce County for the 'Art of the Game' glass art scavenger hunt initiative. They offer a prize redemption booth at their Fan Zone in Tacoma, enhancing the visitor experience for soccer tourists during the 2026 World Cup season.
• Visit RainiercoreStrategic or Co-development PartnerVisit Rainier is referenced as a partner for Mount Rainier itineraries, providing complementary travel planning resources for visitors to the mountain region accessible from Pierce County.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Travel Portland: DMO for Portland, Oregon — a comparable Pacific Northwest mid-size-city DMO with a similar mix of urban culture, food and beverage, and outdoor/nature itineraries (including Mount Hood and Columbia River Gorge), making it a directly comparable peer in scope and product mix.
• Visit Seattle: Official DMO for Seattle, Washington — the same state and the dominant tourism brand immediately adjacent to Pierce County. Directly comparable as a Washington-state destination marketing organization targeting leisure and group travel, with overlapping FIFA World Cup 2026 opportunity.
• Visit Bellevue Washington: DMO for Bellevue, Washington — a Washington-state regional DMO operating within the broader Seattle metro area with comparable meeting/convention and leisure services, providing a peer benchmark for Pierce County's positioning versus larger King County destinations.
• Visit Boise: DMO for Boise, Idaho — a comparable mid-size mountain-west city DMO with similar outdoor-anchored positioning (foothills, river, ski proximity) and a regional campaign approach analogous to Visit Tacoma-Pierce County's Mt. Rainier-anchored strategy.
• Visit Salt Lake: DMO for Salt Lake City, Utah — a mid-size US city DMO with a comparable mix of urban culture, outdoor recreation, ski/snow tourism, and a major national-park-adjacent positioning (similar to Pierce County's Mount Rainier gateway role).
• Visit Reno Tahoe: DMO for the Reno-Tahoe region — a comparable western US DMO combining urban and outdoor/nature positioning, with similar seasonal and event-driven campaign structures and a comparable mid-size-city-plus-nearby-attractions service area.
• Visit Spokane: Official DMO for Spokane, Washington — a same-state, similar-size inland Pacific Northwest DMO with a comparable mix of urban core, outdoor/nature (Riverfront Park, surrounding mountains), and event-driven marketing. Strongly comparable in scale and operating model.

Broad incumbents

• Brand USA: The national destination marketing organization for the United States. Comparable as a DMO operator, but with a much broader remit covering international inbound marketing for the entire country rather than a single regional destination.

Others

• Destinations International: The industry trade association for destination marketing organizations. Not a direct competitor, but a relevant industry-body peer that sets DMO standards, advocacy, and research that directly shape the operating environment for Visit Tacoma-Pierce County.

Regional players

• Experience Olympia: DMO for Olympia and Thurston County, Washington — a directly adjacent Washington-state regional DMO serving the state capital region. Comparable in operating model and Pacific Northwest positioning, though serving a smaller, more government-anchored visitor base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/visittacomapiercecounty
• Xx.com/VisitPierce
• Facebookfacebook.com/VisitTacomaPierceCounty
• LinkedInlinkedin.com/company/visittacomapiercecounty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Visit Tacoma-Pierce County