content: <?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
    <headerData>
      <submissionType>144</submissionType>
      <filerInfo>
        <filer>
          <filerCredentials>
            <cik>0001184564</cik>
            <ccc>XXXXXXXX</ccc>
          </filerCredentials>
        </filer>
        <liveTestFlag>LIVE</liveTestFlag>
  
  
      </filerInfo>
    </headerData>
    <formData>
      <issuerInfo>
        <issuerCik>0000884219</issuerCik>
        <issuerName>VIAD CORP</issuerName>
        <secFileNumber>001-11015</secFileNumber>
        <issuerAddress>
          <com:street1>7000 E. 1ST AVENUE</com:street1>
          <com:city>SCOTTSDALE</com:city>
          <com:stateOrCountry>AZ</com:stateOrCountry>
          <com:zipCode>85251</com:zipCode>
        </issuerAddress>
        <issuerContactPhone>(602) 207-1000</issuerContactPhone>
        <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>INGERSOLL ELLEN M</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Officer</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>Fidelity Brokerage Services LLC</name>
          <address>
            <com:street1>245 summer street</com:street1>
            <com:city>boston</com:city>
            <com:stateOrCountry>MA</com:stateOrCountry>
            <com:zipCode>02110</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>25409</noOfUnitsSold>
        <aggregateMarketValue>762270.00</aggregateMarketValue>
        <noOfUnitsOutstanding>20919370</noOfUnitsOutstanding>
        <approxSaleDate>11/13/2023</approxSaleDate>
        <securitiesExchangeName>NYSE</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>03/27/2022</acquiredDate>
        <natureOfAcquisitionTransaction>Steven Ingersoll acquired</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Steven Ingersoll</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>25409</amountOfSecuritiesAcquired>
        <paymentDate>03/27/2022</paymentDate>
        <natureOfPayment>cash/check</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <remarks>shares are being sold from Steven Ingersoll Family Trust U/A 12/23/19</remarks>
      <noticeSignature>
        <noticeDate>11/14/2023</noticeDate>
        <signature>/s/ Audrey Skillern as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for ELLEN M INGERSOLL</signature>
      </noticeSignature>
    </formData>
  </edgarSubmission>
metadata_documents: [{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 2929}]
text: 144
  0001184564
  XXXXXXXX
  LIVE
  0000884219
  VIAD CORP
  001-11015
  7000 E. 1ST AVENUE
  SCOTTSDALE
  AZ
  85251
  (602) 207-1000
  INGERSOLL ELLEN M
  Officer
  Common
  Fidelity Brokerage Services LLC
  245 summer street
  boston
  MA
  02110
  25409
  762270.00
  20919370
  11/13/2023
  NYSE
  Common
  03/27/2022
  Steven Ingersoll acquired
  Steven Ingersoll
  N
  25409
  03/27/2022
  cash/check
  Y
  shares are being sold from Steven Ingersoll Family Trust U/A 12/23/19
  11/14/2023
  /s/ Audrey Skillern as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for ELLEN M INGERSOLL