Visit Yosemite | Madera County

What Visit Yosemite | Madera County does

Visit Yosemite | Madera County operates as the official Destination Marketing Organization (DMO) for Madera County, California, functioning as the southern gateway to Yosemite National Park. Established in 1985 and headquartered in Oakhurst, the organization operates as a non-profit (legally the Southern Yosemite Visitors Bureau) with a small staff of 1-10 employees. It serves end-consumer travelers planning trips to Yosemite, Bass Lake, and the Madera County region, and serves business-to-business member partners including hotels, resorts, wineries, restaurants, tour operators, and attractions. Revenue is generated indirectly through affiliate referrals and guide advertising rather than direct consumer fees, consistent with non-profit DMO economics.

The core platform is yosemitethisyear.com, a destination marketing website providing lodging directories, dining listings, event calendars, itinerary builders, real-time travel alerts, and digital park pass purchasing integration via recreation.gov. The product portfolio includes a free annual printed and digital Visitors Guide, a quarterly e-newsletter (via Constant Contact), a text-message travel alert system (YNPTRAFFIC to 333111), the Fossils to Falls Road Trip itinerary with an associated Welcoming Committee trading card gamification program across 10+ partner sites, the Yosemite Sierra multi-merchant gift card, and physical visitor services through the Oakhurst Visitor Center (open 7 days/week). Transportation adjuncts include the seasonal Bass Lake Shoreline Shuttle and Oakhurst Trolley.

The go-to-market is primarily direct-to-consumer content marketing combined with event-driven destination promotion (America's 250th Anniversary, Bass Lake Fishing Derby, triathlon, fireworks, live music, ranger programs). The organization maintains core strategic partnerships with the National Park Service, YARTS, Sierra National Forest, Visit California, CalTravel, and the Yosemite Conservancy, alongside a network of 20+ local channel partners distributing trading cards and cross-promoting the region. The 2026 NPS no-reservation-required entry policy is a material tailwind reducing visitor friction for the bureau's core audience.

Name

Visit Yosemite | Madera County

Legal name

Southern Yosemite Visitors Bureau

Website

https://yosemitethisyear.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Visit Yosemite | Madera County is the official non-profit destination marketing organization for Madera County, promoting the southern gateway to Yosemite National Park to leisure travelers via its website, visitor center, and annual guide. It serves visitors planning Yosemite, Bass Lake, and regional wine/outdoor recreation trips, while supporting local hospitality partners.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

National/State Park Campgrounds & Public Campgrounds (THAMAJAI), National Park & Protected Area Tours (THAJAIAA)

Keywords

• Destination marketing organization
• Tourism promotion services
• Visitor information services
• Travel planning resources
• Regional tourism marketing

Headquarters

HQ city

Oakhurst

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Tourism Marketing Services: As the official destination marketing organization (DMO) for southern Yosemite and Madera County, the organization generates value by promoting local tourism, driving visitor spending at partner businesses including hotels, restaurants, wineries, outdoor adventure providers, and retail establishments.
2. Visitor Guide Distribution: Free annual Visitors Guide distributed by mail (USA only) and available for digital download, featuring advertising from local tourism businesses including hotels, resorts, restaurants, and attractions.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Visit Yosemite | Madera County operates the official visitor center and destination marketing platform for the southern gateway to Yosemite National Park. It provides free trip-planning resources including the yosemitethisyear.com website, an annual Visitors Guide, a quarterly e-newsletter, real-time travel alerts, lodging and dining directories, event calendars, and the Fossils to Falls Road Trip itinerary with Welcoming Committee trading cards.

Product overview

Visit Yosemite | Madera County operates a comprehensive digital destination marketing platform centered on yosemitethisyear.com, providing visitor information and travel planning services for Yosemite National Park and Madera County. The platform serves as the official visitor guide with multiple interconnected products including a Free Visitors Guide (annual print/digital publication), Quarterly E-Newsletter (email marketing via Constant Contact), Travel Alerts System (real-time text/online updates), Digital Park Passes (Recreation.gov integration), and the interactive Fossils to Falls Road Trip Itinerary with Welcoming Committee trading card program. Additional services include lodging and dining directories, Bass Lake vacation planning, transportation connections (YARTS, Bass Lake Shoreline Shuttle, Oakhurst Trolley), and the Yosemite Sierra Gift Card program. Physical visitor services are provided through the Oakhurst Visitor Center.

Differentiator

Problem solved

Functional benefit

Products and services

• yosemitethisyear.com Destination Marketing Website Primary digital destination marketing platform providing comprehensive visitor information for Yosemite National Park and Madera County, including activity guides, lodging directories, dining listings, itineraries, and real-time travel alerts.
• Free Annual Visitors Guide Annual printed and digital visitor guide covering Yosemite National Park, Bass Lake, and Madera County attractions, lodging, dining, maps, and suggested itineraries, available free by mail (USA) or as a digital download.
• Quarterly E-Newsletter Quarterly electronic newsletter featuring Yosemite and Madera County news, events, activities, and special offers delivered via Constant Contact.
• Travel Alerts System Real-time travel alert system providing current road conditions, weather updates, park closures, and emergency information for Yosemite National Park and Madera County, including text message alerts via YNPTRAFFIC to 333111.
• Fossils to Falls Road Trip Itinerary A four-day self-guided road trip itinerary connecting fossil sites, Madera wine country, Bass Lake, and Yosemite National Park, including the Welcoming Committee trading card collectible program and a Yosemite Adventure Vacation Package contest.
• Welcoming Committee Trading Card Program Collectible trading card program featuring 10 character ambassadors representing local wildlife and attractions, distributed at partner locations throughout Madera County for a scavenger-hunt visitor engagement experience.
• Digital Park Passes (recreation.gov integration) Digital Yosemite National Park entrance passes available for purchase through Recreation.gov; vehicle entrance fee is $35 for seven consecutive days, with non-resident passes available for international visitors effective January 1, 2026.
• Oakhurst Visitor Center Physical visitor center at 40343 Highway 41, Oakhurst, CA, providing maps, travel advice, trading card distribution, and contest entry forms; open 7 days a week 8:30 am to 4:30 pm PST.
• Bass Lake Shoreline Shuttle Free seasonal shuttle service running along the Bass Lake shoreline from May through August, providing transportation between lake attractions, resorts, and day-use areas.
• Oakhurst Trolley Seasonal trolley service in Oakhurst providing transportation to hotels, restaurants, and attractions in the southern gateway to Yosemite.
• YARTS Transit Connection Information Information service describing Yosemite Area Regional Transit System bus connections between gateway towns and Yosemite National Park from mid-May through mid-September.
• Yosemite Sierra Gift Card Gift card program redeemable at local Madera County businesses including restaurants, shops, and attractions throughout the Yosemite gateway region.
• Lodging Directory Comprehensive directory of accommodations near Yosemite including resorts, hotels, motels, inns, bed and breakfasts, vacation rentals, cabins, RV parks, and campgrounds.
• Dining and Shopping Guide Restaurant and retail directory covering the Yosemite gateway region, including fine dining, casual restaurants, wineries, bars, and specialty shops.
• Yosemite National Park Travel Planning Resource Comprehensive park information including hiking trails, waterfalls, Giant Sequoias, seasonal guides for all four seasons, accessibility information, shuttle maps, and permit requirements.
• Bass Lake Vacation Planning Resource Comprehensive Bass Lake visitor information including resort accommodations, boat rentals, fishing, camping, hiking trails, mountain biking, dining, shopping, and special events.

Quantifiable outcome

• Bass Lake named one of the 'West's Best Lakes' by Sunset Magazine
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, major and minor.

• National Park Service (NPS)coreStrategic or Co-development PartnerVisit Yosemite | Madera County works in coordination with Yosemite National Park and the National Park Service to provide visitor information, promote park access (including the 2026 no-reservation-required policy), distribute digital pass purchasing guidance, and relay real-time park conditions and travel alerts to visitors.
• Yosemite Area Regional Transit System (YARTS)coreStrategic or Co-development PartnerYARTS provides public transportation to and from Yosemite from gateway towns including Oakhurst and Fish Camp along Highway 41, operating mid-May through mid-September.
• Visit CaliforniamajorGTM or Marketing PartnerRegional tourism partner affiliated with the statewide California tourism marketing organization.
• California Travel and Tourism Commission (CalTravel)majorGTM or Marketing PartnerStatewide tourism organization partner promoting California travel destinations.
• TripAdvisorminorGTM or Marketing PartnerTravel partner providing visitor reviews and destination information for the Oakhurst area.
• Yosemite Gateway Art CenterminorStrategic or Co-development PartnerLocal art gallery partner hosting the Art E. Fox Welcoming Committee trading card and featuring Sierra Nevada-themed artwork.
• Madera Wine Trail / Madera Vintners AssociationcoreStrategic or Co-development PartnerPartnership with 10+ wineries including Ficklin Vineyards, Quady Winery, Dorval Estate Winery, and others for the Fossils to Falls Road Trip featuring the Honey the Honey Bee trading card.
• Yosemite ConservancymajorStrategic or Co-development PartnerNon-profit partner operating the Mariposa Grove Welcome Center Depot where visitors collect the Galen the Great Horned Owl trading card.
• Sierra National ForestcoreStrategic or Co-development PartnerFederal forest partner for the North Fork area with Bass Lake Ranger District office hosting the Ranger trading card.
• Yosemite Mountain Sugar Pine RailroadcoreChannel Partner/ Reseller/ DistributorHistoric steam train attraction partner in Fish Camp hosting the Ricky the Raccoon trading card as part of the Fossils to Falls Road Trip.
• Fossil Discovery Center of Madera CountycoreChannel Partner/ Reseller/ DistributorMuseum partner in Chowchilla showcasing 15,000+ fossils and hosting the Mr. Mead the Saber-toothed Cat trading card.
• Coarsegold Historic MuseumminorChannel Partner/ Reseller/ DistributorLocal history museum partner hosting the Nugget the California Ebony Tarantula trading card.
• Sierra Mono Museum and Cultural CenterminorChannel Partner/ Reseller/ DistributorNative American cultural museum in North Fork hosting the Ranger the California Mule Deer trading card.
• Ansel Adams GalleryminorChannel Partner/ Reseller/ DistributorGallery in Yosemite Valley hosting the Sandy the Squirrel trading card.
• Chukchansi Gold Resort & CasinominorGTM or Marketing PartnerGaming resort near Coarsegold referenced in the Gold Country portion of the Fossils to Falls Road Trip.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjLAaNQh-LvlMy7hzlGo6vw
• Facebookfacebook.com/yosemitemadera
• Pinterestpinterest.com/yosemitemadera

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 Yosemite | Madera County