-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 GdUAzWPBn4/Jv4gyCSAfLDOF5D2lYHkyNw5ssBdvrOfA5+JFzhUanEghTKR1mdik
 fOVJZQZeJm1yppARaJyM4Q==

<SEC-DOCUMENT>0000884219-04-000028.txt : 20040223
<SEC-HEADER>0000884219-04-000028.hdr.sgml : 20040223
<ACCEPTANCE-DATETIME>20040223173348
ACCESSION NUMBER:		0000884219-04-000028
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040218
FILED AS OF DATE:		20040223

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			RICE LINDA JOHNSON
		CENTRAL INDEX KEY:			0001188735

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-11015
		FILM NUMBER:		04622924

	BUSINESS ADDRESS:	
		STREET 1:		C/O BAUSCH & LOMB INC
		STREET 2:		ONE BAUSCH & LOMB PLACE
		CITY:			ROCHESTER
		STATE:			NY
		ZIP:			14604
		BUSINESS PHONE:		5853385888

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			VIAD CORP
		CENTRAL INDEX KEY:			0000884219
		STANDARD INDUSTRIAL CLASSIFICATION:	SERVICES-BUSINESS SERVICES, NEC [7389]
		IRS NUMBER:				361169950
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		1850 N CENTRAL AVE
		STREET 2:		SUITE 0807
		CITY:			PHOENIX
		STATE:			AZ
		ZIP:			85077
		BUSINESS PHONE:		6022074000

	MAIL ADDRESS:	
		STREET 1:		1850 NORTH CENTRAL AVE
		STREET 2:		SUITE 0807
		CITY:			PHOENIX
		STATE:			AZ
		ZIP:			85077

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	DIAL CORP /DE/
		DATE OF NAME CHANGE:	19930823

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	NEW DIAL CORP
		DATE OF NAME CHANGE:	19921106
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>f4forrice.xml
<DESCRIPTION>PRIMARY DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0201</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2004-02-18</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000884219</issuerCik>
        <issuerName>VIAD CORP</issuerName>
        <issuerTradingSymbol>VVI</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001188735</rptOwnerCik>
            <rptOwnerName>RICE LINDA JOHNSON</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>JOHNSON PUBLISHING COMPANY,INC</rptOwnerStreet1>
            <rptOwnerStreet2>820 SOUTH MICHIGAN AVENUE</rptOwnerStreet2>
            <rptOwnerCity>CHICAGO</rptOwnerCity>
            <rptOwnerState>IL</rptOwnerState>
            <rptOwnerZipCode>60605</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>1</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle></officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable></nonDerivativeTable>

    <derivativeTable>
        <derivativeTransaction>
            <securityTitle>
                <value>Option-right to buy</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>25.375</value>
            </conversionOrExercisePrice>
            <transactionDate>
                <value>2004-02-18</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>A</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
                <footnoteId id="F1"/>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>5000.</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>0.00</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <exerciseDate>
                <footnoteId id="F1"/>
            </exerciseDate>
            <expirationDate>
                <value>2014-02-18</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>5000.</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>5000.</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeTransaction>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">Granted pursuant to 1997 Viad Corp Omnibus Incentive Plan,
as amended 05-14-2002; each ten-year option contains the
right to surrender the option for cash, which right is only
exercisable during certain tender offers. The Corporation
may permit a participant exercising an option to surrender
already owned stock in payment of exercise price, and to
surrender stock, to which participant is entitled as a
result of such exercise, to satisfy a tax withholding
requirement.  33 1/3% of options are exercisable one year
after grant, 33 1/3% are exercisable two years after grant
and the remaining balance is exercisable three years after
grant, except that exercisablity is accelerated in certain
circumstances.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>Scott E. Sayre, Attorney-in-Fact</signatureName>
        <signatureDate>2004-02-23</signatureDate>
    </ownerSignature>
</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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