Yakima Valley

What Yakima Valley does

Yakima Valley Tourism is the official Destination Marketing Organization (DMO) for Yakima Valley, Washington, a private, membership-based nonprofit entity governed by a board and led by President & CEO Jenn Harrison. It markets the region for leisure travel, group business, and conventions, operating the VisitYakima.com website, an Official Yakima Valley Travel Guide (100,000 printed copies annually), a physical Visitor Information Center at 101 North Fair Avenue, and the 89,000-square-foot Yakima Convention & Event Center. It also runs a dedicated Sports Commission, a Travel Trade program, and a wedding sub-brand (yakimavalleyweddings.com), supported by a 60-person staff headquartered at 10 North 8th Street, Yakima.

The organization's core technology is a content-driven tourism platform: a CMS-based website with an event calendar, business directory, maps, trip ideas, and a blog, complemented by printed guides and email newsletters. It does not expose an API or developer platform. Its competitive position rests on the official DMO designation, a 200+ member business ecosystem spanning 90+ wineries, 20+ breweries, farms, hotels, and restaurants, and an offline distribution footprint of more than 1,000 guide locations across the Pacific Northwest.

Yakima Valley Tourism generates revenue primarily through annual business membership dues (a recurring subscription providing 12 months of marketing and promotion benefits) and through convention center operations, supplemented by co-marketing partnerships with Visit Seattle, the Port of Seattle, State of Washington Tourism, Certified Folder Display (distribution), and Sodexo Live! (convention catering). It also sells ancillary services such as Nature Day Camp programming through the Yakima Area Arboretum. The entity is not venture-backed and discloses no external funding rounds or parent company.

Name

Yakima Valley

Legal name

Yakima Valley Tourism

Website

https://yakimavalleytourism.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Yakima Valley Tourism is the official private Destination Marketing Organization for Yakima Valley, Washington, promoting the region through VisitYakima.com, a printed travel guide, visitor center, and an 89,000-square-foot convention center, serving leisure travelers, meeting planners, and 200+ member businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Yakima

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: DMO charged with marketing Yakima Valley for conventions, groups and leisure travel. Businesses pay dues for 12 months of marketing and promotion benefits including website listing, travel guide inclusion, event promotions, and referral traffic.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Yakima Valley Tourism is a Destination Marketing Organization that markets the Yakima Valley region to leisure travelers, group/convention planners, and the travel trade. It operates the VisitYakima.com website, an annual Official Yakima Valley Travel Guide, a physical Visitor Information Center, and the Yakima Convention & Event Center (89,000 sq ft), supported by Convention Sales, Sports Commission, and Travel Trade teams.

Product overview

Yakima Valley Tourism is a Destination Marketing Organization (DMO) offering a suite of visitor services and marketing platforms rather than a unified software product. The core offering is the VisitYakima.com tourism website providing event calendars, business directories, and travel planning resources. Supporting offerings include the Official Yakima Valley Travel Guide (printed/digital publication), Visitor Information Center (physical service), Travel Trade services (for tour operators), Membership Directory, Event Calendar, and travel maps. The Yakima Convention & Event Center (89,000 sq ft) is also managed by the organization. These services work together to market the Yakima Valley region for leisure travel, conventions, and group events.

Differentiator

Problem solved

Functional benefit

Products and services

• VisitYakima.com Website The official tourism and travel guide website offering visitor information, event calendars, business directory, travel maps, and trip planning resources for Yakima Valley.
• Official Yakima Valley Travel Guide Printed annual travel guide (100K copies) distributed to 1,000+ Pacific Northwest locations, providing maps, trip ideas, and attraction details.
• Visitor Information Center Physical visitor center providing travel consultation, brochures, maps, and Yakima-themed gifts at 101 North Fair Avenue.
• Travel Trade Services Support for tour operators, travel advisors, and group planners including destination training, itinerary development, supplier introductions, and professional marketing assets.
• Membership Directory Business membership directory featuring local Yakima Valley businesses across categories including wineries, breweries, restaurants, lodging, and attractions.
• Event Calendar Comprehensive event listing platform categorizing events by type (wine, beer, outdoor, farm, music, arts, food, family, festivals, sports) and location throughout Yakima Valley.
• Travel Maps Printed and digital travel maps including craft beverage, farm fresh, and downtown Yakima maps distributed to the Visitor Center, hotels, and members.
• Yakima Convention & Event Center 89,000 square feet of meeting and event space managed by Yakima Valley Tourism, serving conventions, conferences, and group events with Sodexo Live! catering.

Named customers5 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Visit SeattlecoreGTM or Marketing PartnerMarketing partnership for cross-promotion and advertising partnerships to drive tourism between regions.
• Port of SeattlecoreGTM or Marketing PartnerMarketing partnership for tourism promotion and visitor acquisition from Seattle market.
• State of Washington TourismcoreGTM or Marketing PartnerOfficial state tourism partnership for marketing and promotion of Yakima Valley as a Washington destination.
• Certified Folder DisplaycoreChannel Partner/ Reseller/ DistributorDistribution partner for the Official Yakima Valley Travel Guide, distributing 80K guides to over 526 locations in Western and Eastern Washington, Vancouver WA, Portland metro area, and Dalles/Hood River area.
• Ski White PassminorStrategic or Co-development PartnerPartnership for outdoor recreation promotion including skiing and winter sports experiences in the Yakima Valley region.
• Sodexo Live!coreImplementation/ SI/ Consulting PartnerCatering partner at the Yakima Convention & Event Center providing food and beverage services for conventions and events.
• Yakima Chief HopsminorStrategic or Co-development PartnerKey agricultural partner and hop industry stakeholder integral to the craft beer trail marketing.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visit Bend: Official DMO for Bend, Oregon. Comparable mid-sized regional DMO focused on outdoor recreation, craft beer, and seasonal tourism — similar scope, headcount profile, and member-driven revenue model to Yakima Valley Tourism.
• Hood River County Tourism: Regional DMO for Hood River, Oregon. Comparable mid-sized Pacific Northwest destination marketing organization focused on outdoor recreation, craft beverage, and agricultural tourism — direct competitor for similar leisure traveler segments.
• Woodinville Wine Country: Wine-focused DMO for the Woodinville, Washington tasting room cluster. Most direct comparator for Yakima's wine country marketing — both promote Washington wine tourism and share visitor flow with the broader Pacific Northwest.
• Leavenworth Chamber of Commerce: Regional DMO and visitor bureau for Leavenworth, Washington. Comparable Washington destination marketing body with strong seasonal event calendar, lodging directory, and travel guide distribution — comparable scale and member-driven model.
• Visit Wenatchee: Official DMO for Wenatchee, Washington. Comparable Washington-state DMO with similar scale, agricultural + outdoor tourism positioning, and membership-driven operations serving central Washington.
• Visit Spokane: Official DMO for Spokane, Washington. Sister Washington-state DMO with analogous membership, convention sales, and travel guide functions; competes for in-state leisure travel and group/convention business.

Broad incumbents

• Travel Portland: Official DMO for Portland, Oregon. Comparable regional DMO structure with membership, travel guide, and convention sales mandate; competes head-to-head for leisure travel, conferences, and group business in the Pacific Northwest.
• Sonoma County Tourism: Official wine region DMO for Sonoma County, California. Larger-scale wine-focused destination marketing organization with similar wine tourism, member business, and travel trade mandates — useful benchmark for wine DMO operating model.
• Visit Seattle: Official DMO for Seattle, Washington. Direct sister DMO and a stated paid-marketing partner of Yakima Valley Tourism; competes for the same Pacific Northwest visitor mindshare and travel-trade attention from a much larger-budget base.

Others

• Choose Washington (State of Washington Tourism): State-level tourism marketing authority for Washington. Strategic GTM/marketing partner of Yakima Valley Tourism — not a direct competitor but the umbrella tourism body that influences statewide travel intent and paid-media partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@yakimavalley
• Facebookfacebook.com/VisitYakima
• Instagraminstagram.com/yakimavalley
• LinkedInlinkedin.com/company/yakima-valley

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 Yakima Valley