Notice
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
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