A close-up view of a person painting the scenery before them—a body of water surrounded by a landscape of tall grass and trees.

The People & Partners Behind Idaho’s Tourism Industry

Idaho’s tourism industry is powered by dedicated individuals and organizations working behind the scenes. Meet the partners and visionaries driving this success and learn how their efforts positively contribute to the state’s economic growth.

Tourism plays a pivotal role in inspiring residents and attracting visitors from around the world to experience the state’s unmatched beauty and cultural heritage. Branded as Visit Idaho, the Idaho Department of Commerce–Division of Tourism Development leads efforts to position the Gem State as a premier travel destination through strategic advertising, public relations and partnerships.

The Visit Idaho logo over an image with tall grass in the foreground and a body of water and mountains in the background.

These tourism efforts are funded by a 2% lodging tax paid by travelers and collected by hotels, motels, short-term rentals and private campgrounds. This funding—now exceeding $21 million annually—enables a range of impactful initiatives:

An illustrated bar broken up into colors that is roughly 45% teal, 45% orange and 10% light blue.

The Idaho Travel Council (ITC) is a group of eight tourism industry professionals appointed by the governor. Representing each of the state’s seven travel regions, with one member serving at-large, the council serves to foster growth, collaboration and innovation across the tourism sector and administers grants through the Idaho Regional Travel and Convention Grant Program.

An illustrated map of Idaho, broken up into color-coded and numbered regions.
  1. Northern
    Coeur d’Alene, Sandpoint & Wallace
  2. North Central
    Grangeville, Moscow, Lewiston & Riggins
  3. Southwest
    Boise, McCall & Mountain Home
  4. South Central
    Twin Falls, Hagerman & Burley
  5. Southeast
    Pocatello, Lava Hot Springs & Montpelier
  6. Eastern
    Idaho Falls, Rexburg & Island Park
  7. Central
    Sun Valley, Stanley & Salmon

Six of Idaho’s seven tourism regions are supported by incorporated, nonprofit regional organizations, each with its own leadership board, working to enhance the visitor experience and promote their respective area’s unique attractions while ensuring alignment with Visit Idaho’s marketing initiatives.

P.O. Box 920
Bonners Ferry, ID 83805
(208) 267-0822

P.O. Box 2018
Lewiston, ID 83501
(208) 413-1930

P.O. Box 113 
McCall, ID 83638
(970) 209-9966

2015 Nielsen Point Place
Twin Falls, ID 83301
(208) 733-3974

P.O. Box 669
Lava Hot Springs, ID 83246
(888) 201-1063

167 W. Main St., #2 
Rexburg, ID 83440
(208) 356-5700

Behind Idaho’s vibrant tourism and outdoor recreation industry are organizations working tirelessly to ensure its continued success. Learn about these invaluable partners:

  • Idaho Department of Parks and Recreation: Manages state parks and recreation programs to enhance visitor experiences and protect natural resources. IDPR also provides a variety of funding programs and grants to government entities for the provision of equipment and for the creation and renovation of outdoor recreational facilities. Additionally, the department oversees the Outdoor Recreation Funding Advisory Committee to expand outdoor recreation opportunities and access across the state.
  • Idaho Fish and Game: Conserves Idaho’s wildlife and provides outdoor opportunities for hunting, fishing, and recreation.
  • Idaho Lodging & Restaurant Association: Supports Idaho’s hospitality businesses through advocacy, education and collaboration.
  • Idaho Recreation and Tourism Initiative: Promotes sustainable tourism and outdoor recreation opportunities across the state.
  • Idaho Department of Lands: Oversees public lands and fosters stewardship to support tourism and recreation.
  • Bureau of Land Management Idaho: Provides access to Idaho’s vast public lands for outdoor recreation.
  • U.S. Forest Service: Manages Idaho’s national forests to ensure sustainable use and recreation opportunities.
  • National Park Service: Preserves Idaho’s iconic landscapes and provides educational visitor experiences.
  • Idaho Rangeland Resources Commission: Promotes the stewardship and sustainable use of Idaho’s rangelands.
  • Idaho Firewise: Educates communities about wildfire prevention to protect Idaho’s landscapes and tourism resources.
  • Idaho Outfitters & Guides Association: Unites Idaho’s licensed outfitters and guides, advocating for the preservation, growth and integrity of the outfitting industry while promoting quality outdoor experiences for the public.
  • Idaho Ski Areas Association (Ski Idaho): Champions Idaho’s ski resorts by promoting winter recreation, fostering economic growth and advocating for the interests of the state’s snow sports industry.

Discover a comprehensive collection of reports, insights and analyses highlighting the wide-reaching impact of tourism in Idaho. From state and regional stats to seasonal trends, lodging data and much more, you’ll find it here.

Infographics

Full Reports

Tourism Economic Impact by Region

Lodging Data

Lodging data is provided by the Idaho State Tax Commission. Please note: the taxes collected are presented as negative numbers since the amounts are subtracted from the total taxes collected.

Collection Reports

Other Resources

Outdoor Recreation Trends & Data

Annual Reports

2024 Idaho Department of Commerce Annual Report

Stay informed on the latest updates in Idaho’s tourism industry and explore the achievements highlighting Visit Idaho’s success in tourism marketing and promotion.

Visit Idaho’s marketing and public relations efforts have garnered recognition at prestigious regional and national events. View the accolades that showcase the dedication to driving tourism excellence.

2024 FAQ Icon

HSMAI Adrian Advertising Awards: 

  • Bronze – Scenic Byways, Integrated Campaign – Business to Consumer
  • Bronze – Travel Guide, Advertising-Print Collateral
  • Bronze – Travel With Care, Advertising-Corporate Social Responsibility
2023 FAQ Icon

ESTO Mercury Award:

  • Best Integrated Marketing Campaign

HSMAI Adrian Advertising Awards: 

  • Platinum and Gold Awards – Travel Guide
  • Bronze – Expanding Travel Horizons: Idaho’s Cultural Connections, Corporate Social Responsibility
2017 FAQ Icon

ESTO Mercury Award:

  • Judges Choice: 18 Summers
2016 FAQ Icon

ESTO Mercury Award:

  • 18 Summers – Best Digital Campaign
  • Vitamin ID – Best Co-op Marketing

Effie Worldwide: Effie Award:

  • 18 Summers, Travel & Tourism
2015 FAQ Icon

ESTO Mercury Award:

  • Best Print Visitor Guide
2012 FAQ Icon

ESTO Mercury Award:

  • Vitamin ID – Best Overall State Tourism Program
2011 FAQ Icon

ESTO Mercury Award:

  • Cruising the Loop – Best Niche Marketing
  • Great Idaho Getaway – Best Print Advertising