Indiana Dunes Tourism

What Indiana Dunes Tourism does

Indiana Dunes Tourism is the official destination marketing organization for Porter County, Indiana, operating as a government tourism bureau funded by the Indiana Uniform Innkeeper's Tax (IC 6-9-18). The organization's statutory mandate is to promote conventions, visitors, and tourism within Porter County through advertising, promotional activities, trade shows, special events, and recreation programs. It serves two distinct constituencies: (i) visitor end-users — family vacationers, nature and outdoor enthusiasts, culinary tourists, and cultural travelers seeking trip planning resources for the Indiana Dunes National Park (15,000 acres), Indiana Dunes State Park (2,182 acres), and surrounding Porter County communities, and (ii) local Porter County hospitality businesses that receive free promotional listings and access to paid advertising placements. The destination attracts 3 million+ visitors annually, with the physical Visitor Center in Porter serving 238,000+ guests in 2024 from all 50 states and 50+ countries.

The organization's core product is a destination marketing platform consisting of the indianadunes.com website and a native iOS/Android mobile application, both powered by the Simpleview destination marketing platform. These digital surfaces integrate trip planning, trail exploration, Dunes Deals digital coupons, event listings, and custom itinerary building with social sharing. The technology stack includes OneSignal for push notifications, Firebase for analytics, Plot Projects for location-based notifications, and device identifiers for cross-device user recognition — a standard martech integration rather than a proprietary technology differentiator. Supplementary products include curated culinary trails (Coffee & Sweets Trail, 3 Pizza Challenge, Taco Trail), the Discovery Trail ecosystem experience, the Indigenous Cultural Trail (developed with the Miami Tribe of Oklahoma and Pokagon Band of Potawatomi), the Sand + Steel regional heritage initiative, the Tourism Promotion Grant Program, the free Destination Ambassador Training Course, and a Spreadshop-integrated e-commerce merchandise store.

Revenue is derived primarily from the dedicated Innkeeper's Tax, supplemented by paid advertising services (featured website listings, page sponsorships, Visitor Center digital display ads, brochure rack placements, printed guide advertising, video services, and sponsored content) and reimbursement grant flows. The operating model is event-driven and direct-to-consumer: visitors reach the DMO through the website, mobile app, newsletter, social channels (Facebook, Instagram, X, Pinterest, YouTube), press/media, and the physical Visitor Center, while local businesses participate through free listings and paid promotional placements. The organization is governed by a board appointed by Porter County Commissioners and Council, with current named leadership including Digital Marketing Director Michelle Senderhauf, Communications and Creative Director Dustin Ritchea, Partnership Coordinator Julie Brown, and Board Chairperson Don Ensign (term January 2024–December 2025).

Name

Indiana Dunes Tourism

Legal name

Indiana Dunes Tourism

Website

https://indianadunes.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Indiana Dunes Tourism is the official government destination marketing organization for Porter County, Indiana, funded by the state Innkeeper's Tax. It operates the indianadunes.com website, a mobile app, and a physical Visitor Center to promote the Indiana Dunes area to visitors and local hospitality businesses.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Nature Parks and Other Similar Institutions (712190), All Other Amusement and Recreation Industries (71399), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

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), Desert & Dune Nature Experiences (THAJAIAG), F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI)

Keywords

• Destination marketing services
• Visitor information services
• Tourism promotion
• Travel planning resources
• Hospitality marketing

Headquarters

HQ city

Porter

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Innkeeper's Tax Revenue: Funded by the Indiana Uniform Innkeeper's Tax IC 6-9-18, money may be expended only to promote and encourage conventions, visitors, and tourism within Porter County. Expenditures include advertising, promotional activities, trade shows, special events, and recreation.
2. Paid Advertising Services: Website advertising including featured listings, page sponsorships, and ads across multiple pages. Also includes Visitor Center digital display ads, brochure rack placements, printed guide advertising, video services, and sponsored content.
3. Tourism Promotion Grant Program: Reimbursement grant program funding community development projects (up to $5,000), marketing initiatives (up to $2,500), and events (up to $2,500) that attract visitors to Porter County.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Indiana Dunes Tourism is the official destination marketing organization (DMO) for Porter County, Indiana, providing visitor information, trip-planning resources, lodging and attraction listings, event calendars, and recreational activity information for the Indiana Dunes area. It operates a consumer-facing website (indianadunes.com), a mobile app, the Indiana Dunes Visitor Center, and a portfolio of curated trails and tourism programs designed to attract and serve travelers to the National Park and surrounding communities.

Product overview

Indiana Dunes Tourism operates as a destination marketing organization (DMO) for Porter County, Indiana, offering a portfolio of interconnected digital and physical tourism products. The core offering consists of a responsive destination website (indianadunes.com) and a companion mobile application (available on iOS App Store and Google Play) that serve as the primary trip planning and navigation tools for visitors. These digital platforms integrate several sub-products including Dunes Deals (a mobile coupon/discount program), curated culinary trails (Coffee & Sweets Trail, 3 Pizza Challenge, Taco Trail), and the Discovery Trail (an ecosystem exploration experience). Additional offerings include the Destination Ambassador Training Course (online certification via Thinkific), a Tourism Promotion Grant Program for local organizations, the Sand + Steel regional initiative, an e-commerce merchandise shop via Spreadshop, and the physical Visitor Center with the Indigenous Cultural Trail. The product portfolio is unified under the 'Beaches & Beyond' consumer brand and the 'Indiana Dunes Tourism' organizational brand, all powered by Simpleview's destination marketing platform.

Differentiator

Problem solved

Functional benefit

Brands

• Sand + Steel: A regional initiative along U.S. Route 12 celebrating the Indiana Dunes' industrial heritage alongside natural beauty.

Products and services

• Indiana Dunes Tourism Website
• Indiana Dunes Tourism Mobile App
• Dunes Deals Coupons
• Destination Ambassador Training Course
• Tourism Promotion Grant Program
• Indiana Dunes Visitor Center
• Indiana Dunes Online Shop

Quantifiable outcome

• 3+ million annual visitors to the Indiana Dunes area
• +3 more outcomes

Named customers2 records

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

32 partnerships are on record, tiered core, moderate and minor.

• Indiana Destination Development Corporation (IDDC)coreGTM or Marketing PartnerIDDC is dedicated to promoting, branding, and telling Indiana's authentic story to attract and retain businesses, talent, students, and visitors. Indiana Dunes Tourism collaborates with IDDC on marketing campaigns and initiatives.
• Northern Indiana Tourism Development Commission (NITDC)coreStrategic or Co-development PartnerRegional partnership of tourism bureaus of Porter, LaPorte, Lake, and Elkhart counties. NITDC works with the Indiana Toll Road Concession Company, Indiana Department of Transportation, Indiana Tourism Division, and more than 350 local businesses to increase regional tourism. Has exclusive contract to promote Northern Indiana at 10 travel plazas along the Toll Road.
• Northwest Indiana ForummoderateStrategic or Co-development PartnerRegional voice for the business community providing economic development services. With more than 130 investor organizations, the Forum's mission is to increase broad-based wealth in Northwest Indiana through economic development.
• Northern Indiana Regional Planning Commission (NIRPC)moderateStrategic or Co-development PartnerOfficial council of Northwest Indiana governments organized under Indiana Code 36-7-7.6 serving citizens of Lake, Porter, and La Porte Counties by planning for transportation, environment, and economic development.
• South Shore Convention and Visitors AuthoritymoderateGTM or Marketing PartnerRegional tourism partner for the South Shore area of Northwest Indiana.
• Cleveland-CliffsminorStrategic or Co-development PartnerPartner in the Sand + Steel regional initiative celebrating the region's industrial heritage along with the Indiana Dunes.
• Field MuseumminorStrategic or Co-development PartnerPartner in the Sand + Steel regional initiative providing cultural and educational connections.
• Indiana Dunes National ParkcoreStrategic or Co-development PartnerThe nation's 61st national park, encompassing 15,000 acres along Lake Michigan. Primary natural attraction for the destination. Partner in Sand + Steel initiative and Indigenous Cultural Trail development.
• Indiana Dunes State ParkcoreStrategic or Co-development Partner2,182-acre state park within the National Park boundaries. Home to Trail 9 (best hiking trail in Indiana per USA Today) and the 3 Dune Challenge.
• Northern Indiana Commuter Transportation DistrictminorGTM or Marketing PartnerPartner in the Sand + Steel initiative, supporting the South Shore Train 'Discovery Hubs' program and the Bikes on Trains program.
• Northwestern Indiana Regional Planning CommissionmoderateStrategic or Co-development PartnerRegional planning partner involved in the Sand + Steel initiative and Marquette Greenway development.
• Ports of Indiana-Burns HarborminorGTM or Marketing PartnerPartner in the Sand + Steel initiative representing the industrial maritime heritage of the region.
• Shirley Heinze Land TrustmoderateStrategic or Co-development PartnerConservation partner preserving natural areas in the Indiana Dunes region, contributing to biodiversity protection.
• Calumet Heritage AreaminorStrategic or Co-development PartnerRegional heritage initiative partner in the Sand + Steel regional development effort.
• Marquette GreenwayminorStrategic or Co-development PartnerRegional trail and greenway initiative partner supporting outdoor recreation and connectivity.
• Beverly ShoresminorGTM or Marketing PartnerCommunity partner in the Sand + Steel initiative along U.S. Route 12.
• Burns HarborminorGTM or Marketing PartnerCommunity partner in the Sand + Steel initiative along U.S. Route 12.
• ChestertonmoderateGTM or Marketing PartnerCommunity partner and Duneland Chamber of Commerce member. Home to European Market, Riley's Railhouse B&B, and local dining.
• GaryminorGTM or Marketing PartnerCommunity partner in the Sand + Steel initiative representing the broader Northwest Indiana region.
• Michigan CityminorGTM or Marketing PartnerCommunity partner in the Sand + Steel initiative representing the eastern portion of the region.
• PortagemoderateGTM or Marketing PartnerCommunity partner in the Sand + Steel initiative. Home to Bass Pro Shops and major hotels. Partner with Greater Portage Chamber of Commerce.
• PorterminorGTM or Marketing PartnerCommunity partner where the Visitor Center is located.
• ValparaisomoderateGTM or Marketing PartnerCounty seat community and major destination. Partner with Valpo Chamber. Home to Journeyman Distillery, Valpo Velvet Ice Cream, Memorial Opera House, and many restaurants.
• Duneland Chamber of CommercemoderateChannel Partner/ Reseller/ DistributorChamber of commerce representing Chesterton and surrounding Duneland communities. Located at 220 Broadway, Chesterton, IN 46304.
• Greater Portage Chamber of CommercemoderateChannel Partner/ Reseller/ DistributorChamber of commerce representing Portage businesses. Located at 6340 E. Main Street, Portage, IN 46368.
• Valpo ChambermoderateChannel Partner/ Reseller/ DistributorChamber of commerce representing Valparaiso businesses. Located at 162 W Lincolnway, Valparaiso, IN 46383.
• Memorial Opera HouseminorGTM or Marketing PartnerCultural venue partner showcasing local entertainment and performances.
• PoCo MuseminorGTM or Marketing PartnerLocal museum partner showcasing Porter County history and culture.
• Porter County Expo CenterminorGTM or Marketing PartnerEvent venue partner hosting the Porter County Fair and other events.
• Porter County Parks and RecreationmoderateGTM or Marketing PartnerParks and recreation partner managing public outdoor spaces and recreational facilities in Porter County.
• Miami Tribe of OklahomamoderateStrategic or Co-development PartnerIndigenous cultural partner collaborating on the Indiana Dunes Indigenous Cultural Trail project for nearly ten years.
• Pokagon Band of the PotawatomimoderateStrategic or Co-development PartnerIndigenous cultural partner collaborating on the Indiana Dunes Indigenous Cultural Trail project.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visit Indiana: Indiana's statewide destination marketing organization, which Indiana Dunes Tourism partners with through IDDC. Operates the same DMO model — destination website, content, and tourism promotion — but at the state level rather than a single county.
• Lake County, Indiana Convention and Visitors Bureau: Adjacent county-level CVB in Northwest Indiana that markets overlapping Lake Michigan shoreline, Indiana Dunes-adjacent attractions, and partner lodging. Operates with the same innkeeper-tax-funded DMO structure and serves overlapping visitor segments.
• South Shore Convention and Visitors Authority: Regional DMO serving the South Shore area of Northwest Indiana. Directly comparable as a neighboring CVB doing destination marketing, event promotion, and partner business listings for the same general Lake Michigan / Northwest Indiana market.
• Door County Visitor Bureau: County-level tourism bureau for Door County, Wisconsin — a Lake Michigan peninsula destination with a similar mix of natural scenery, small-town communities, culinary trails, and outdoor recreation. Operates as a comparable small-team CVB marketing a peninsula destination to the upper Midwest drive market.

Broad incumbents

• Travel Wisconsin: Wisconsin's statewide DMO that competes with Indiana Dunes Tourism for the same upper Midwest leisure traveler, including Lake Michigan shoreline visitation and outdoor recreation marketing.
• Indiana Dunes National Park (NPS): The federal National Park Service unit whose natural assets Indiana Dunes Tourism promotes. Not a commercial peer, but the dominant stakeholder shaping visitor expectations, infrastructure, and brand for the destination.
• Sleeping Bear Dunes Visitor Center (NPS / Glen Arbor): The Glen Arbor / Sleeping Bear Dunes regional visitor infrastructure that markets a directly comparable Lake Michigan dune destination. Operates at a larger scale and competes for the same Chicago/Midwest nature-based visitor.
• Pure Michigan / Travel Michigan: Michigan's statewide tourism marketing brand, which competes for the same Chicago/Midwest drive-market visitors with comparable Lake Michigan beach and dune experiences (Sleeping Bear Dunes, Silver Lake). Closest broad incumbent competing for Indiana Dunes' target segments.

Others

• Simpleview: The destination marketing platform vendor that powers Indiana Dunes Tourism's website and CMS. Not a peer in destination marketing, but a core enabling technology provider whose product roadmap and pricing directly affect the DMO's digital capabilities.
• Indiana Destination Development Corporation (IDDC): Indiana's state-level tourism and destination development entity, which Indiana Dunes Tourism partners with on marketing campaigns. Functions as an enabling/ecosystem partner rather than a direct competitor, but shapes state-level tourism funding and strategy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/indianadunes
• YouTubeyoutube.com/indianadunescountry
• Facebookfacebook.com/IndianaDunesTourism
• Instagraminstagram.com/indianadunes
• Pinterestpinterest.com/indianadunes
• LinkedInlinkedin.com/company/indianadunes

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 Indiana Dunes Tourism