Western National Parks (WNP), a nonprofit education partner of the National Park Service, has launched a new brand identity and digital platform to strengthen public engagement with 72 lesser-known national park sites across several Southwestern states.
The rebrand positions WNP as a “Destination Inspiration Organization,” focused on connecting more people with public lands through accessible planning tools, cultural programming, and philanthropy. The organization’s updated platform highlights various park experiences—from remote wilderness areas like Channel Islands National Park to historic and cultural sites such as Wupatki National Monument and Brown v. Board of Education National Historical Park.
“Our national parks are living classrooms, sacred spaces, and homes to extraordinary stories,” says Marie Buck, WNP’s chief executive officer. “By visiting them thoughtfully and supporting them through advocacy, education, and philanthropy, we ensure they will thrive for generations to come.”
The website offers a variety of tools for trip planning, including interactive maps, personalized park recommendations based on user interests, and editorially curated itineraries. These features aim to make national park visits easier to plan while encouraging responsible tourism.
In addition to park-focused content, WNP’s platform spotlights “gateway communities”—the towns and regions adjacent to national parks—encouraging visitors to explore local culture, cuisine, and recreation outside park boundaries.
Since its founding, WNP has contributed more than $162 million to national parks. The organization supports parks through fundraising, retail operations, educational programming, and grants. Proceeds from retail stores—both in-park and online—go directly toward supporting WNP’s partner parks across 12 states.
WNP’s broader mission includes supporting scientific research, offering scholarships to students pursuing public lands careers, and publishing educational materials on park history and conservation.
Through the rebrand and new digital tools, WNP aims to support both park visitors and the long-term health of the public lands it serves.
