Tartu County Tourism Foundation was established by the city of Tartu and Tartu County Association of Local Governments in 1999 with the aim to coordinate tourism development in the city and county of Tartu, including dealing with the marketing of the region, the development of tourism products, the region’s image-building, and the gathering, analysis as well as the distribution of tourism information. In addition to a marketing team, the Foundation has information specialists working at the Tartu Visitor Centre, and the managing director of Tartu Convention Bureau for the development of business and conference tourism. Tartu City Government has created the positions of marketing manager and marketing specialist for better management of the city's general marketing sphere. Tartu city’s marketing manager is also the chairman of the board at Tartu County Tourism.
However, there are several other organisations in Tartu and Tartu County that are associated with the tourism sector in their activities:
- LAG Tartu Rural Development Association – local Leader action group
- Tartu Business Advisory Services – county development centre
- Elva Culture Foundation
- NGO the Onion Route
- NGO Peipsimaa Tourism
- NGO Võrtsjärve Association