Tourism Recovery Initiatives
Port of Seattle-Washington Tourism Alliance
2021-2022

    The state of Tourism
• Covid-19 9 times worse for travel
industry than 9/11
• U.S. lost $500 billion in travel
expenditures in 2020
• Washington State lost $8 billion in
travel spending (75% drop)
• Washington’s travel/leisure sector
unemployment as high as 40%
•   Sources: Tourism Economics, U.S. Travel Association

      “Because such a large share of job losses are related to travel, an
economic recovery can only come through a restoration of travel to
and within Washington State.”
-  Adam Sacks, President of Tourism Economics

    Consumer Travel Sentiment
• More optimism about traveling now over previous points in the pandemic
• 81.2% have tentative travel plans, and 60% have undertaken some planning tasks (i.e.
advance reservations)
• 50% anticipate taking at least one leisure trip in the next 3 months
• However, confidence strongly tied to vaccine implementation
• 53% of Americans say they’ll avoid travel until they are vaccinated
•   Source: Destination Analysts

       WTA Recovery Priorities
Long-term Economic Recovery and Resiliency
Stimulate visitor expenditures
Generate tax receipts
Re-generate tourism jobs
Industry Recovery and Development
Serving:
Rural and underserved communities
Small businesses (80% of industry)
Relief Programs:
Grants
Technical assistance
Industry training and education
Wrap-around services

    Travel Trade Development
Expansion of Sales and Development
Initiatives:
•  Travel Trade Sales and Promotion
•  Promotion at trade events
•  Host travel trade clients/media
•  Industry co-ops, education and leads
•  Travel supplier partnerships

POS Contribution  $120,000
WTA Contribution $120,000

    Recent Travel Trade Shows/Promotions
• Western States Expo – 10/14/20
• Brand USA’s Global Marketplace – ongoing
• Brand USA’s UK Travel Week – 10/26-29/20
• World Travel Market – 11/1-3/20
• National Tour Association TREX – 11/14-17/20
• U.S. Embassy in London – presentation to
European travel trade, 12/1/20

    Travel Trade – 2021 Initiatives
Trade Show Schedule:
• Go West - March 1-5, European and U.S. tour operators
• ITB - March 9-12, European tour operators/media
• IPW – Sept. 18-22, worldwide tour operators/media
• World Travel Market – Nov. 1-3, UK operators
• National Tour Association – Nov. 14-17,
N. American operators/media
Initiatives Underway:
• Sales lead sharing platform
• Development of new destination booth
• Industry education events

    Industry Destination Development
• Grant program
• Technical assistance
• Tourism development curriculum and extensive workshops
• Regional tourism partnerships
• Heritage area development
• Industry pandemic recovery
• Community crisis management
POS Contribution $200,000
WTA Contribution $200,000

    Destination Development – Q1 2021
• 3 workshops scheduled for February
⁻Salish Sea Region
⁻The Gorge
⁻Trails and Lakes Region
• Grant program in development rural and underserved communities
• Collaboration with the Department of Commerce
•  Pandemic recovery focus, longer-term development planning

    Destination Management & Travel Advocacy
• Balanced programming: seasons, sensitive communities, public lands
• Coordination with state agencies, emergency management
• Public/traveler education:
responsibility and planning

    Regenerate North American Air Markets
• Consumer Marketing Advertising
• Destination Advertising Campaign
• Explore Washington’s Backyard
• Focus on geographic diversity


POS Contribution $1,080,000
WTA Contribution $  600,000

   Show WA Love Campaign

   Explore Washington’s Backyard

    Explore Your Backyard

    Travel Publicity Program
Stimulate earned media that
bolsters travel from U.S./Canada
air markets:
• Ongoing Travel media outreach
• Key media/influencers press trips
• Target consumer and trade media
• Media tracking and reporting
POS Contribution $150,000
WTA Contribution $ 50,000

   Thank you
David Blandford
Executive Director
Washington Tourism Alliance
David@watourismalliance.com