11a. Presentation
Port of Seattle Tourism Recovery Initiatives Briefing
Item No. 11a supp Tourism Development Report Meeting Date: January 4, 2022 January 4, 2022 Port Tourism Development Briefing Tourism/Hospitality Industry Context Tourism Recovery Initiative with Washington Tourism Alliance Port Tourism Grants International Market Development 2022 Priorities 2 2021 Tourism/Travel Slowly Rebound SEA AIRPORT * Estimated Passengers CRUISE SEATTLE * Estimated Passengers 3 2022 Trade Show Schedule Go West: Feb. 14-16 Reno, NV ITB: March 9-13 Berlin, Germany IPW: June 4-8 Orlando, FL WTM: TBD London, UK NTA TREX: Nov 13-16 Reno, NV IPW 2021 Dates: Sept 20 -22 Las Vegas, NV Description: IPW is the largest travel tradeshow in the US. Offers an opportunity to meet with tour operators, receptives and media from around the world. Meetings: The WTA represented Washington in 34 in-person meetings held over three days, and 19 virtual meetings held over 2 days. PR Rep met with 16 journalists and travel writers during the media marketplace. Over 100 follow-up emails. Themes: Participants seemed further along in developing product Pent up demand is tremendous Washington is well positioned International Co-op Advertising 2022 Visit USA Travel Planner Publication date: November 2021 Booking deadline: October 18th, 2021 Materials due date: November 3rd, 2021 Opportunity: Must Visit Feature. 6 destinations can be showcased on one page with a photo and description. Cost per Partner: $1,200 Brand USA Multi-Channel Digital advertising through a variety of digital channels including Facebook, Google Display and Expedia Pricing tiers based on budget WTA provides a 25% subsidy Tourism Development UK Sales Mission WTA & Port of Seattle March 28 April 2, 2022 Hosted receptions for tour operators and media Sales calls and media interviews Strategic work session with UK travel experts to grow market share for Washington California Sales Calls LA and San Francisco, Q1 2022 The WTA will lead a delegation to California to meet with receptive tour operators New State Destination Brand as LSU US WE'RE V.s % lt J 2 3 = #TRUE=NAT Ra ~- EXPERIENCEWA.COM - EXPLORE RESPONSIBLY > PT : ~~ : es LL AR Te en - (LAT AFLUFF Tg EER i Advertising & Strategy Explore Washington campaign: More than 12 million impressions More than $29 million in incremental gross bookings Branded consumer campaigns January Fully integrated campaign will include video, digital and social components + partner toolkit Destination web site re-development Phase 1 launch December 2021 Completed statewide tour and new photo and video assets are now available for partners Travel Publicity Program Goal: stimulate earned media coverage statewide Destination PR agency: GreenRubino More than 132 targeted media pitches since GreenRubino began Key market media missions In-state media hosting Year-around coverage tracking and reporting Media leads to state partners Port of Seattle Tourism Grants Advance Economic Recovery Port of Seattle has two tourism marketing grant programs that focus on: Promoting the region as a leading tourism destination Expanding utilization of Port facilities; SEA Airport, cruise terminals, or recreational marinas Supporting pandemic impacted tourism venues and organizations Increasing the number of out-of-state visitors and visitors' expenditures throughout Washington State 14 14 Port Tourism Grants Spotlight SEA Advertising Tourism Marketing Grants Funding per year Approx. $466,320 $200,000 # of awarded organizations Up to 26 per quarter Trending up to 30 annually Award Ad space at SEA Airport Up to $10,000/each (selected organization is responsible for ad design, printing, installation, and tax) Grant cycle Quarterly Annual Match requirement None 50% of Port awarded funds Emphasis Sustainable & Equitable Tourism Sustainable & Equitable Tourism Partners Destination Marketing Destination Marketing Organizations, Organizations, Chambers, Tribes, Non- Chambers, Tribes, Non-profits, Cities, profits, Cities, etc. etc. Metrics For 2021, 32 organizations were selected For 2021, $193,432 awarded for 21 organizations See Appendix for list of 2021 Tourism Marketing grant recipients 15 Tourism Grant Examples Sustainable tourism Cultural tourism 16 16 Key International Markets and Promotions International Travel United Kingdom, Germany and Australia are particularly important markets 712,500 overseas visitors in 2019 (2,475,200 including Mexico & Canada) $525,500,000 overseas traveler spend. ($972,100,000 including Mexico & Canada) 1.2m cruise passengers in 2019 10% were international visitors Key Messages @ Our Region SEA is the preferred gateway for the Pacific Northwest, Western USA & Western Canada Cruise gateway of choice for Alaska (45% of current market share) Seattle & Washington State offer pre/post cruise and fly/drive destinations 17 Inspiration & Destination Publicity United Kingdom Distribution: 42,291,331 Open Rate: 26% Earned Media Value: $1,558,596 Germany Distribution: 2,754,443 Open Rate: 23% Earned Media Value: 312,256 Australia Open Rate: 30% Distribution: 13,542,499 Earned Media Value: $476,472 Represents one in every two Australians!! Return on Investment: Ef forts generated earned media w orth$2,347,324. 18 Selling Seattle & Washington State Travel Marketing Process Destinations/Hotels/Attractions " Receptive Tour Operator (RTO) " Tour Operator " Travel Agent " Consumers Tourism leveraged key partners' effort to generate awareness and interest in WA State tourism ATI, ATP, Bonotel, InquisiTours, RMHT, and Travalco showcase our itineraries in 70 different countries to 7,000 travel trade businesses worldwide. 19 INTERNATIONAL VISITATION TO SEATTLE 2019-2022 ('000s) hoMHI- rn os DB TA hE Wi ak 1 ETTayoyLor tgSo 7. " I n=ne SSoneaeet rE) EAN SS 2019 v. 2018 2020 v. 2019 2021 2021 v. 2020 2022 2022 v. 2021 Te De) Percent Change Percent Change Projected Percent Change Projected Percent Change Canada 1,740.0 i 337.0 Roi 249.2 -26% 1,157.0 | 364% China 166.0 ET 24.2 Ee 11.8 DUE 5| PRY United Kingdom 75.5 Re 12.6 Rey) 10.9 CY 374 LCT) South Korea 76.4 C3 14.5 Soi [CN[0 Sou 23.5 320% Japan 53.2 MR 13.3 -715% |) -62% 314% [Fk 21.1 India 48.7 4% 10.0 -80% be[Oo -60% on 295% | Germany 472 1% 74 RTA (Oy[i -18% 274% | Australia 36.8 -1% RN]|o]|N|u| Rey) -32% 269% France [ho [uf 21.2 CP (=[bd [i Stop) gr [I[oo -10% |9 239% Mexico 18.6 a) 3w -56% $0.N i Bloalo 90% Total Overseas 721.4 0% Ror SPAY) 200% Total International 2,480.0 i- Boab- -25%8 =BD64.0 313% == seattleVISIT 2022 Tourism Priorities Continue implementation of statewide tourism recovery initiative in partnership with WTA Use Tourism grants to showcase our travel gateways and support key events/destinations across WA State Market the region's tourism opportunities and key travel gateways in select international markets Help organize and sponsor a Sustainable Tourism conference 21 APPENDIX 22 2021 Tourism Marketing Support Program Grant Recipients POS Awarded Organization Name Summary of Proposed Project Amount County-wide social media marketing, targeting out-of-state markets, Kittitas County Chamber of Commerce $6,000 focusing on diversity and recreation. Creating a destination marketing piece (map & guide) for online and Alliance for Pioneer Square $7,500 for visitors at SEA Airport Social media marketing for destination outdoor activities, Quileute Forks Chamber of Commerce $10,000 Tribe and Makah Tribe attractions, and festival event Digital marketing campaign including advertising to AR, CA, CO target MOHAI $10,000 markets and social media marketing efforts Online advertising campaign, including website redesign, social media, Seattle Architectural Foundation $10,000 and banner ads. Target markets: NY, San Francisco, Chicago. 23 Grant Recipients (continued) Film production for media broadcast. Spanish speaking version San Juan Islands Visitors Bureau $10,000 included. Emphasis on environmental stewardship, activities, Native American heritage Digital marketing and social media campaign. Graphics and City of Renton $10,000 website refresh will highlight minority-owned businesses, sample travel itineraries, and more. Target markets: TX, CA Social media marketing campaign, including three media Visit Walla Walla $10,000 influencers from CA, TX, MO. Focus on BIPOC travelers. Create multi-day itineraries to include in the "Experience Skamania" visitor guide, focused on adventure/nature tourism Skamania County Chamber of Commerce $5,332 and cruising from POS cruise terminals, for online, hotels, and mailed distribution Eco-adventure itinerary marketing campaign to out-of-state Tacoma Regional Convention & Visitor $10,000 audiences, social media influencer marketing, and geo-location Bureau digital marketing. Develop website, social media campaign focused on BIPOC Global to Local $10,000 "foodie" community, targeting out-of-state markets in CA and TX. 24 Grant Recipients (continued) Media familiarization and social media target marketing Ballard Alliance $10,000 campaign. Focus on inclusion of diverse cultural experiences Marketing advertising and social media campaign, target City of Westport $10,000 out-of-state fishers from CO, MT, WY Marketing strategy includes print and digital advertising, Visit Bainbridge Island $10,000 social media, and website integration updates for target outof-state promotional efforts Strategic social media, online and print advertising Savor Central Washington $8,600 campaign, targeting several CA markets. Target markets: NY, AR, CA, IL, FL for online and social media Jefferson County Chamber of Commerce $8,000 marketing campaign, including video production, advertising, and new website landing page Website development and online media campaign, focused on promotion of "foodie" loop extension through WA wine Mt. Adams Chamber of Commerce $10,000 country, support to native-owned businesses and highlighting sustainable outdoor recreation. Market targets: CO, NM, CA, TX 25 Grant Recipients (continued) Develop a visual asset library for social media marketing and Cascade Loop Association $10,000 promotional efforts, targeting key air traffic markets Create online and print marketing, digital and social media Coupeville Chamber of Commerce $10,000 campaigns, create website videos and itineraries for out-of-state travelers. Target markets: CO, AR, CA Online advertising and social media marketing campaign, City of North Bend $10,000 highlighting adventure outdoor recreation, art, and culture. Strategic online, print, radio, TV, and social media marketing advertising for event promotion to target audiences from CA, TN, Acoustic Sound Wintergrass $8,000 and other out-of-state cities. Focus on BIPOC outreach and inclusion 26
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