About the Visit Jackson Hole Board
Working toward a sustainable future.
The Visit Jackson Hole Board ensures that tourism is a positive force for people, for nature, and for the economy.
The Visit Jackson Hole Board is a seven-member volunteer board appointed by elected officials from the Town of Jackson and Teton County commissioners. Established in 2011, the primary function of the board, formerly known as the Jackson Hole Travel and Tourism Board (JHTTB), at inception was to allocate Teton County’s portion of lodging tax collected by the State of Wyoming to promote travel and tourism within Teton County and the Town of Jackson. Due to unprecedented levels of visitation in the past five years, the VJH Board responded to the needs of our community by expanding its focus beyond promotional marketing to include visitor education and destination stewardship.
Mission:Through strategic allocation of Teton County’s lodging tax funds, we steward Jackson Hole toward a sustainable destination, where our leadership works to ensure the vitality of our natural, cultural and economic resources.
Vision: Jackson Hole is a wild and resilient destination where the community, economy, and natural ecosystems simultaneously thrive.
Founding documents: The Jackson Hole Travel & Tourism Board DBA Visit Jackson Hole Board acts in accordance with the Wyoming State Statute for the Distribution of Lodging Tax. Our Amended Establishment Agreement outlines the formation of the Jackson Hole Travel & Tourism Joint Powers Board, and our ByLaws outline our operating procedure.
To formalize our desire to better manage tourism in the Tetons, in 2021 the JHTTB contracted with George Washington University’s International Institute of Tourism Studies and Confluence Sustainability to provide a strategic road map and indicators for destination stewardship in Teton County. The result of the year-long resident-led process is our Sustainable Destination Management Plan (SDMP), which amplifies our community, government, and public land manager’s efforts in environmental conservation, growth management, and preservation of our quality of life.
A destination stewardship council comprised of industry leaders and citizens was formalized in the spring of 2023 to serve as an interim advisory body to the JHTTB on how to best leverage lodging tax funds to implement the SDMP, help develop a new tourism governance structure, and encourage shared responsibility community-wide to better manage tourism.
To bring work into one coordinated approach, Visit Jackson Hole Board members, Teton County Commissioners and Jackson Town Councilors decided to form Visit Jackson Hole as a Destination Marketing and Management Organization (DMMO) in 2025. A DMMO oversees management, marketing, development, and stewardship for a destination to balance the economic benefits of tourism with the needs of the community and the environment. The decision ensures that the story of what Jackson Hole is and what we care about is being told by the people who live here.
Board & Staff
Sam Pope
Chair
Johanna Holbrook
Vice Chair
Sidney Roubin
Treasurer
Mike May
Secretary
Julie Calder
Board Member
Mary Bess
Board Member
John Beye
Board Member
Crista Valentino
Executive Director
John Bowers
Director of Marketing & Sales
Britney Magleby
Strategic Partnerships Manager
Megan Jennings
Destination Stewardship Manager
Madison Frohlich
Destination Sales Manager
Shelby Combs
Operations Manager
Dante Filpula Ankney
Communications ManagerWhat We do
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Data & Reports
Data and reports from a variety of vetted sources to understand and respond to the dynamic tourism landscape.
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Event Funding
Visit Jackson Hole allocates public funding collected from the lodging tax to local events to promote, market, and produce events taking place in fall, winter, and spring. The lodging tax has allocated over $1 million each year to assist local events.
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Sustainable Destination Management Plan
Sustainable tourism protects more than just the environment.
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Questions about the Visit Jackson Hole Board
Recent News
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Visit Jackson Hole announces the next stage of destination marketing and communications
Visit Jackson Hole (VJH) names MMGY Origin Outside as creative agency of record and Campstories as public relations agency for Jackson Hole.
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Visit Jackson Hole Hosts Hospitality Partners Update
A comprehensive look at the state of tourism industry in Teton County, WY.
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Enduring Ecosystems
How one of the last intact temperate ecosystems in the world uses lodging tax to protect its wild places.
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Data & Reports
Data and reports from a variety of vetted sources to understand and respond to the dynamic tourism landscape.
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