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Contact Us & About Us

Staff | Volunteers | History | Mission Statement | History | Organization | Growth | New Direction | Vision and Commitment | Board of Directors

Our Staff

Dan Cunning

Julie Whitney Fullmer
Director of Sales/Operations Manager


Rhonda SalisburyRhonda Salisbury
Director of Marketing

Judi HussainJudi Hussain
Visitor Services Manager

Our Volunteers

Our many dedicated volunteers who staff our visitor center each day

Mission Statement:

The mission of the Yosemite Sierra Visitors Bureau is to increase year-round tourism in Madera County through awareness of the county's commercial and natural resources, its entertainment, recreational, cultural and educational opportunities.


The Yosemite Sierra Visitors Bureau was formed in 1986 as the Southern Yosemite Visitors Bureau. The Bureau was established by a group from the Eastern Madera County Chamber of Commerce with a vision of the growing potential for drawing the millions of visitors to Yosemite National Park to the many businesses and attractions in Madera County. The fledgling organization approached the Madera County Board of Supervisors for funding from the County's general fund to provide improved "advertising" for Madera County with the intent to increase the County's revenues from the Transient Occupancy Tax (T.O.T.) and sales taxes.


Governed by a volunteer Board of Directors representing County Chambers of Commerce, tourism related businesses, lodging properties, federal land management agencies, the County Board of Supervisors and the public at large, the bureau started it's mission. Sharing a part time Director with the EMCCC several "co-op" advertising opportunities were advanced primarily to those organizations in the Highway 41 corridor at the southern entrance to Yosemite.


The first Visitors Guide was published in 1984 and included a wider assortment of advertisers in the County. More features of the area were highlighted and the scope of the Bureau began to broaden too. Capitalizing on the use of "Yosemite" in its name the Southern Yosemite Visitors Bureau was ready for its first full-time Executive Director. Once again the County Supervisors were approached with a proposal showing the potential growth in TOT and sales tax if funding were provided to help move the Bureau to the next level in promoting tourism for Madera County. The County Supervisors supported the proposal.

New Direction:

Several changes came with the hiring of a full-time Executive Director. Entering the age of Internet marketing by establishing a tourism web site was one of them. A name change to further capitalize on the Madera County connection as Yosemite's southern gateway and to "play" the internet search engines resulted in the current Yosemite Sierra Visitors Bureau designation and web address of go2yosemite.net. Revisiting its Mission Statement and establishing a revitalized chart of work the Board of Directors renewed the Bureau commitment to marketing tourism for all of Madera County. Taking a lead from the California Division of Tourism the Bureau Board of Directors with the assistance of some agricultural business people approached the County Supervisors with the concept of "Agri-tourism" and secured additional funding to explore this emerging area of tourism in Madera County.

Vision & Commitment:

The Yosemite Sierra Visitors Bureau continues to seek out opportunities to improve the position of Madera County and all of its businesses, organizations, and attractions in State, National and International tourism markets. It stands ready to assist in developing, defining and promoting those attributes of Madera County related to tourism which in turn will improve the County's economic position and show a positive return on investment to the County Board of Supervisors and their constituents. The YSVB is committed to partnerships with those that share this vision and invite inquiries from all interested parties in the region. Working together we can secure a positive future in tourism for all of Madera County.

Find great Southern Yosemite Area travel advice on TripAdvisor.