Item no. 11a_attach 
May 20, 2021                                                                Meeting date: May 25, 2021 
TO:             Port of Seattle Commissioners, and ED Steve Metruck 
FROM:        Ron Peck, Director Tourism Development 
David McFadden, Managing Director, Economic Development Division 
Tourism Recovery Initiatives Update 
I wanted to provide you an update on the status of Tourism Recovery efforts in Washington state. This
memo highlights recent efforts and actions that are unfolding to support this hard-hit industry 
Legislative Success 
We got good news from Olympia  the Legislature appropriated $12 million to support tourism
recovery. This funding augments our early investment and other resources from WA Tourism Alliance
and regional Destination Marketing Organizations (DMO). We will keep a close tab on these new
resources and work to further leverage our own resources with this new funding.
Port of Seattle/WA Tourism Alliance Recovery Initiatives 
We have executed a contract with the Washington Tourism Alliance to support a multifaceted tourism
recovery campaign across Washington State. This campaign to support tourism and travel is vital to the
Port and the region's economic sustainability. As mentioned previously, the timing of a large part of this
campaign is still subject to public health trends and related policies. We will not prematurely market
destination or travel options before it is strategic.
Early WTA Investments (Approximately $540,000 WTA investment) 
WTA is already engaging in specific projects directed to assist in the recovery of travelers and visitor
expenditures. Select areas of WTA marketing work and projects include: 
Show WA Love: Launched March 30, 2020, this ongoing campaign gives Washingtonians a
chance to support their businesses through the purchase gift cards. 
Branding Development: WTA has deployed a brand development firm to drive the creation and
launch of a needed new brand for Washington tourism.
Marketing Collateral Development: WTA is deploying photographers to obtain a proprietary
photo library of several hundred images and videos throughout the state.
Travel and Recreate Safely: WTA is communicating the need to travel and recreate responsibly.
WTA staff and board members are actively engaged in working with fellow travel organizations
including the Recreate Responsibly coalition.
Destination Support and Development ($400,000 budget with $200,000 from Port) 
WTA has already been implementing a series of initiatives to strengthen local and regional tourism
entities so they can rebound quickly and help support an effective statewide tourism recovery initiative.
The Tourism Alliance is working with the state's tourism regions as well as rural and ethnic communities
to develop necessary capacities and strategies that link these local organizations into the overall tourism
recovery campaign. Activities include: 
Workshops to help assess and develop local/regional tourism promotion strategies 
Development of a Tourism Resource toolkit with data, resources, visitor readiness checklists,
and promotional tools 
Grants to help support initial implementation of these strategies 
Complimentary ad spots within WTA's consumer web site advertising program 

Travel Publicity Campaign ($200,000 budget with $150,000 from Port)



WTA is starting to implement a travel publicity campaign to promote Washington destinations. Work
will include: 
Develop messaging to impact travel trade and consumers 
Through ongoing outreach, drive earned travel media coverage for the destination;
increase circulation and equivalent advertising value; track/report incrementally 
Work in tandem with DMO, the Port and industry PR practitioners to maximize coverage 
Host media familiarization (FAM) tours throughout the year. Work to be inclusive of
shoulder seasons. 
Messages will address, but are not limited to: 
Washington's outdoor, natural lands and unique culturally diverse destinations and
attractions 
Responsible travel  define a new definition of travel, promote "responsible" state
offerings, report traveler tips, trends and protocols that encourage and compel 
Travel Trade Sales and Promotion ($240,000 budget with $120,000 from the Port) 
WTA is also starting to implement marketing and sales efforts that are geared to stimulate
new/expanded tour product for Washington State, increase consumer sales through the retail
distribution systems (including travel agents, tour operators and travel suppliers), and working with
travel partners and DMOs. Plans include: 
Develop a comprehensive travel trade sales and promotion plan 
Participate in a minimum of 4 travel trade shows attended/conducted by WTA. 
Host familiarization (FAM) tours throughout the year. Work to be inclusive of shoulder
seasons. 
Highlight the unique aspects of Washington state (urban, rural, tribal, nature, cultures
state and national parks) to travel trade while educating on evolving re-opening status,
safety protocols and travel guidelines for individual and group travel 
Paid Destination Advertising Campaign to Regenerate North American Air Markets ($600,000 from WTA
and $1,080,000 from the Port) 
WTA won't initiate this part of the recovery initiative until SEA enplanements further improve. It is,
however, poised to start a multifaceted advertising campaign that focuses on consumers in the
U.S./Canada and Pacific Northwest regional air markets audiences. The campaign will: 
Compel/remind residents and regional consumers of the wealth, diversity and affordability of
Washington State travel experiences now re-opened to them 
Build consumer confidence for travel in Washington State 
Instill the importance of traveling again  with a new lens: safely, responsibly and by using new
trip-planning resources 
Tourism Marketing Support Program (Port of Seattle Tourism Grants) 
We recently awarded 23 tourism marketing grants worth $200,000 to organizations across the State.
Ten of the organizations identified cultural / diversity projects representing $80,000. Here is a list of
grant recipients. We look forward to working with these organizations and will also work to incorporate
their initiatives into the broader WTA Tourism recovery initiatives.