Visit Idaho

What Visit Idaho does

Visit Idaho is the official state tourism marketing program of the State of Idaho, operated as a division of the Idaho Department of Commerce under Governor Brad Little. Headquartered in Boise, Idaho, the program promotes the state as a travel destination through the visitidaho.org digital platform and a portfolio of named sub-products including the Spring Passport digital guide, the Culinary Passport, the Official Idaho Travel Guide (print and digital), the Ranger Talks video series covering all 30 state parks, The 3100 six-part YouTube whitewater series, and the Travel With Care responsible tourism initiative. The platform organizes content across seasonal hubs, activity directories (723+ activities), scenic byways (31), state parks (30), wineries (65+), breweries (100+), hot springs, and culinary experiences, supported by social channels on Facebook, Twitter, YouTube, Instagram, and Pinterest under the @VisitIdaho handle.

The organization is funded through state government budgets and does not generate commercial revenue; it operates as a non-commercial destination marketing organization. Distribution is primarily digital via the official website, complemented by free downloadable and printable maps and guides, email newsletter signups (gated Spring Passport), and an outbound referral channel through the Idaho Outfitters & Guides Association for licensed adventure activity providers. Strategic partnerships include Alaska Airlines (Wine Flies Free program with the Idaho Wine Commission), Idaho State Parks (promoting the $10 annual Idaho State Parks Passport and the $80 Motor Vehicle Entry Fee sticker for out-of-state visitors), the Idaho Potato Commission, and Brand USA's DiscoverAmerica.com for international exposure.

The underlying technology is a content-driven marketing platform built on a standard CMS (visitidaho.org, with WordPress-style asset URLs), featuring interactive maps, downloadable guides, embedded video, and a newsletter capture flow protected by Google reCAPTCHA. No proprietary AI/ML, API surface, mobile app, or SDK is disclosed. Headcount is in the 11-50 range; pricing of state park access is set by the parks program ($7-$14 single-day, $10 annual resident Passport, $80 out-of-state annual sticker) rather than by Visit Idaho itself.

Name

Visit Idaho

Legal name

Visit Idaho (Idaho Department of Commerce)

Website

https://visitidaho.org

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Idaho is the official state tourism marketing program of the Idaho Department of Commerce, headquartered in Boise. It operates visitidaho.org and supporting content series to promote Idaho's outdoor recreation, scenic byways, state parks, wineries, breweries, and culinary experiences to domestic and international travelers.

Ownership category

akta.pro rank

Product category

State Tourism Marketing

NAICS

Nature Parks and Other Similar Institutions (71219), Travel Agencies (561510)

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

Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB), Mountain, Glacier & Alpine Nature Tours (THAJAIAF), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE)

Keywords

• State tourism marketing
• Destination promotion services
• Travel planning resources
• Outdoor recreation content
• Scenic byway guides

Headquarters

HQ city

Boise

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

Revenue model

1. Government Tourism Promotion: Visit Idaho is the official tourism marketing arm of the Idaho Department of Commerce, funded by state government. The organization does not generate direct revenue from tourists but promotes Idaho attractions, accommodations, restaurants, wineries, breweries, and activities to drive visitor spending across the state.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Visit Idaho is the official state tourism marketing organization for the State of Idaho, operated by the Idaho Department of Commerce. It provides a free digital tourism content platform (visitidaho.org) featuring interactive maps, downloadable travel guides, video content (including the Ranger Talks and The 3100 Whitewater Adventures series), seasonal travel resources, and curated trip-planning tools covering state parks, scenic byways, hot springs, wineries, breweries, and 723+ activities across Idaho.

Product overview

Visit Idaho is the official state tourism marketing platform operated by the Idaho Department of Commerce. The platform offers a comprehensive portfolio of interconnected tourism information products organized as a content-driven website with multiple themed sub-products. Core offerings include seasonal content hubs (Spring, Summer, Fall, Winter), activity directories spanning 723+ attractions, and the Adventure Card/Content platform. Key named products include the Spring Passport digital guide, The 3100 whitewater video series, the Ranger Talks video series featuring all 30 state parks, the Idaho State Parks Passport program, the Official Idaho Travel Guide (print and digital), the Culinary Passport food guide, the Travel With Care responsible tourism program, and the Idaho Wine Flies Free Alaska Airlines partnership. The platform provides free downloadable maps and publications for trip planning. The site functions as a discovery and trip-planning platform connecting visitors with Idaho's outdoor activities, culinary experiences, scenic byways, and cultural attractions.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Idaho Tourism Website The official Idaho tourism marketing platform providing comprehensive travel information, featuring seasonal content, activity directories, and trip planning resources across all Idaho regions. Targets U.S. and international travelers planning vacations, outdoor recreation, and adventure trips to Idaho.
• Spring Passport A downloadable digital passport for newsletter subscribers featuring curated spring hiking spots, mesmerizing waterfalls, and wildflower viewing locations across Idaho, available in iPad and mobile-friendly formats.
• The 3100 (Whitewater Adventures) A six-part YouTube video series showcasing Idaho's 3,100 miles of navigable whitewater rivers, featuring stories, scenery, and adrenaline-pumping whitewater rafting adventures for adventure tourism enthusiasts.
• Idaho Ranger Talks A video series featuring park rangers discussing Idaho's 30 state parks, covering park history, activities, geological points of interest, and conservation efforts for visitors and outdoor enthusiasts.
• Idaho State Parks Passport An annual passport for Idaho residents costing $10, providing unlimited day-use access to all 30 state parks including boat launches. Available through vehicle registration renewal online, by mail, or at local DMV offices.
• Official Idaho Travel Guide A complimentary physical and digital travel guide providing comprehensive Idaho tourism information, available to order by mail or download. Showcases Idaho attractions, accommodations, and experiences for trip planners.
• Culinary Passport A downloadable culinary guide featuring Idaho delicacies, James Beard-nominated restaurants, and locations featured on Diners, Drive-ins and Dives, targeting food and wine tourism travelers.
• Idaho Maps & Publications Free downloadable and printable resources including scenic byways guides, state parks maps, and regional travel materials for trip planning.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Alaska AirlinescoreGTM or Marketing PartnerAlaska Airlines partners with Visit Idaho and the Idaho Wine Commission on the 'Wine Flies Free' program. Alaska Airlines Mileage Plan members can check their first case of Idaho wine for free when flying from Boise (BOI), Spokane (GEG), or Pullman (PUW) airports to all Alaska Airlines destinations in the United States.
• Idaho Department of CommercecoreStrategic or Co-development PartnerVisit Idaho operates as the official tourism marketing division of the Idaho Department of Commerce. Brad Little serves as Governor of Idaho. The organization promotes tourism across all Idaho regions under the state's official tourism brand.
• Idaho Potato CommissionminorStrategic or Co-development PartnerCollaborative relationship promoting Idaho's famous potatoes and agricultural heritage. The Idaho Potato Commission operates the Big Idaho Potato Truck tour and provides educational content about Idaho's potato industry.
• Idaho Wine CommissioncoreStrategic or Co-development PartnerVisit Idaho partners with the Idaho Wine Commission to promote Idaho's wine industry, which includes three American Viticultural Areas, over 1,300 acres of vineyards, and 65+ wineries. Joint initiatives include the Wine Flies Free program with Alaska Airlines.
• Idaho Outfitters & Guides AssociationminorChannel Partner/ Reseller/ DistributorReferral partnership connecting visitors with licensed outfitters and guides for adventure activities including whitewater rafting, horseback riding, off-roading, and jet boating. Links to IOGA adventure finder tool.
• Idaho State ParkscoreChannel Partner/ Reseller/ DistributorVisit Idaho features all 30 Idaho state parks with detailed information about activities, fees, and ranger talks video series. Promotes the Idaho State Parks Passport and Motor Vehicle Entry Fee sticker programs.
• America 250minorGTM or Marketing PartnerVisit Idaho participates in America's 250th Anniversary celebration (America 250), promoting Idaho's historical sites and contributions to American heritage.
• Visit The USAminorChannel Partner/ Reseller/ DistributorVisit Idaho is featured on DiscoverAmerica.com/VisitTheUSA.com as the official Idaho tourism destination page within the national U.S. tourism marketing platform.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Travel Oregon: Oregon's official state tourism marketing organization under Business Oregon, operating a comparable DMO model promoting outdoor recreation, scenic byways, culinary tourism, and craft beverages. Direct structural analog with similar budget scale and content strategy.
• Wyoming Office of Tourism: Wyoming's state tourism marketing arm promoting Yellowstone, Grand Teton, and outdoor recreation. Direct peer in scale and mission, competing for many of the same outdoor/national-park traveler segments in the Mountain West.
• Colorado Tourism Office: Colorado's state tourism office under the Office of Economic Development and International Trade, marketing ski, outdoor, and cultural tourism. Direct DMO peer with shared outdoor/adventure positioning and competing for ski and Rocky Mountain visitor segments.
• Travel Nevada: Nevada Division of Tourism marketing outdoor and rural travel beyond Las Vegas. Comparable scale state DMO with shared rural-outdoor positioning competing for in-region travelers.
• Visit Florida: Florida's state tourism marketing organization, a large-scale state DMO operating under a public-private partnership model. Structurally similar destination marketing framework and source of benchmark practices for state-level tourism promotion at scale.
• Visit Montana: Montana's state tourism office under the Department of Commerce, marketing Glacier/Yellowstone-adjacent experiences, outdoor recreation, and rural travel. Closest geographic and programmatic peer to Visit Idaho given shared Mountain West geography and outdoor-driven brand.
• Travel Washington (Washington State Tourism): Washington State's tourism marketing organization, a Pacific Northwest state DMO with shared outdoor recreation, scenic byways, wine, and craft beverage tourism propositions closely overlapping with Idaho's portfolio.
• Travel Utah: Utah's state tourism office, operating under the Governor's Office of Economic Opportunity. Promotes the Mighty 5 national parks, ski resorts, and outdoor recreation, making it a structurally similar DMO competing for the same Western outdoor-traveler pool.

Broad incumbents

• Brand USA: The national destination marketing organization for the United States, operator of DiscoverAmerica.com. Visit Idaho is featured on Brand USA's platform, making it the umbrella national-level DMO that distributes state tourism content internationally.
• Visit California: California's state tourism marketing organization with a substantially larger budget and broader portfolio spanning coastal, urban, wine country, and outdoor categories. Functions as the high-budget incumbent counterpart to Visit Idaho in the broader West Coast tourism ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/visitidaho
• YouTubeyoutube.com/visitidaho
• Facebookfacebook.com/VisitIdaho
• Instagraminstagram.com/visitidaho
• Pinterestpinterest.com/visitidaho
• LinkedInlinkedin.com/company/cougar-mountain-arts

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 Visit Idaho