Western National Parks Debuts New Brand and Digital Experience
FOR IMMEDIATE RELEASE
TUCSON, Ariz. (May 12, 2025) - Western National Parks (WNP), a longtime nonprofit partner of the National Park Service, today introduced a revitalized brand and dynamic, trip planning digital platform designed to inspire a deeper connection to America’s hidden gem national parks—and to cultivate the next generation of lifelong park advocates.
Through this comprehensive relaunch, WNP expands its role as a "Destination Inspiration Organization," showcasing 72 national park sites among America's lesser-known parks and the vibrant gateway communities that surround them. From wonderfully wild places like Channel Islands National Park to sacred cultural heritage sites like Wupatki National Monument to historical parks like Brown v. Board of Education, WNP’s partner parks represent the hidden gems that tell the stories of the nation.
The rebrand is driven by a simple but powerful goal —to help more people connect meaningfully with these parks, visit responsibly, and become lifelong stewards of these extraordinary places.
With more than $162 million contributed to parks over the decades, WNP continues to support the future of public lands by encouraging responsible visitation, enhancing experiences, and fostering a love for these treasured places.
Bringing People to the Parks and Parks to the People
“Our national parks are living classrooms, sacred spaces, and homes to extraordinary stories,” said Marie Buck, President and Chief Executive Officer of Western National Parks.
“They preserve generations of stories, cultures, and histories, and protect vital natural ecosystems. By visiting them thoughtfully and supporting them through advocacy, education, and philanthropy, we ensure they will thrive for generations to come. Now more than ever, we can bring more people to the parks and parks to the people. Through this work, we help them fall in love with parks—and through that love, protect them.”
Reaching a Broad National Audience of Travelers
“The new brand identity, tourism-focused website, and national advertising campaign mark a transformative moment for WNP,” added Michael Matthews, Chief Marketing Officer of Western National Parks.
“For the first time, we’re reaching a broad national audience of travelers seeking meaningful outdoor and cultural experiences. This platform allows us to elevate the visibility of our mission, enhance financial support for our 72 partner parks, inspire deeper park engagement, and drive awareness of our philanthropic and retail initiatives.”
Mission and Community Impact
WNP’s new platform highlights its broader impact: developing key and engaging community programming, raising vital park funds through philanthropic efforts, supporting scientific research, providing grants for educators and scholarships for students pursuing public lands careers, and publishing award-winning books for national parks. Through these initiatives—and with the vital support of visitors—WNP helps parks thrive for all time.
Immersive Planning Tools
Visitors can craft personalized journeys, from quick weekend escapes to extensive cross-country road trips, through intuitive tools, interactive maps, vivid imagery, and carefully selected recommendations.
Gateway Communities Spotlight
Travelers are encouraged to explore beyond park borders, diving into local culture, regional traditions, off-the-beaten-path adventures, and culinary highlights in surrounding gateway towns, making their park experience part of a broader, richer vacation.
Tailored Park Discovery
Users can now find their perfect park match based on specific interests, such as hiking scenic trails, wildlife viewing, stargazing, and birdwatching, rather than simply searching by geography.
Curated Itineraries and Inspiration
The platform offers editorially crafted, ready-to-use itineraries and multi-stop travel suggestions, simplifying planning and inspiring visitors to create unforgettable adventures.
Retail with a Purpose
Visitors can also shop online or in-park at WNP stores, where 100% of net proceeds support 72 partner parks across 12 states. Every purchase directly benefits parks, ensuring their stories, landscapes, and ecosystems are preserved for future generations.
Explore Western National Parks’ new experience and begin planning your next journey today.
Scenes from the Parks
About WNP
WNP helps make the national park experience possible for everyone. As a nonprofit education partner of the National Park Service, WNP supports parks across the West, developing products, services, and programs that enhance visitor experience, understanding, and appreciation of national parks. Since 1938, WNP has worked to connect new generations to parks in meaningful ways, all with one simple goal: create advocates who want to preserve and protect these special places for everyone, for all time. Learn more about the organization and career opportunities at www.wnp.org.
Media Contacts
Western National Parks, Julie Thompson, julie.thompson@wnpa.org
MMGY Global, Mariah Bode, mbode@mmgy.com
