Port of Seattle Tourism Roundtable 
July 22, 2014 
Walla Walla 2013 Visitor Survey 
Ron Peck Tourism Walla Walla

MAJOR TAKEAWAYS 
Wine tasting is the major driver of visitors to Walla Walla 
This is primarily an adult destination with a focus on wine tasting 
Most visitors travel to Walla Walla in the months of May-September 
Repeat visitation numbers are very strong  so the experience once
they get here is positive 
A majority of visitors travel to Walla Walla in their personal vehicle, of
those who fly, the majority come from Seattle and California 
80% of visitors are paying to stay 
The primary decision maker is mainly female and over the age of 35 
Our target market is well educated with no children at home and a
high discretionary income 

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WHAT MAKES WALLA WALLA SO SPECIAL? 
Walla Walla Valley's appeal 
Two main draws to Walla Walla            Small town ambiance                       82% 
Valley are the charming beauty
of the town/area, and the            Quality of the wine             74% 
quality of local wine. 
Quality of the culinary
44% 
Visitors praise the restaurant                  experience
experience and friendliness of          Overall experience        38% 
the locals. 
Variety of things to do        31% 
History of the area       25% 
Proximity of the
22% 
destination
The Valley's seclusion      19% 
Performing & creative
8% 
arts


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Q16. Compared to other destinations, what is it about the Walla Walla Valley that most appeals to you? n=1855

VISITORS ARE EDUCATED, AFFLUENT
Half of visitors come as couples, avg. party size is 2.8 
The majority repeat visitors, 70% visit twice or more 
52% spend $500 - $1500, 11% spend over $1,500 
Half of visitors have an income over $100,000 
Visitors are well-educated: over two-thirds have college
degrees, nearly all have some college education 
28% 
Education level                       Income 
High school degree     3% 
Some college        16%                                   15% 
13%   13% 
Associate degree      10%                      10%                 10% 
7% 
Bachelor degree      39% 
3% 
Graduate degree     32% 



Q21. Are you male or female? n=1841 Q22. Which category below includes your age? n=1856 Q24. Which best represents the highest              4 
level of school you have completed? n=1842 Q25. What was your household income in 2012? n=1670

DRIVING IS KING, BUT FLYING IS IN THE MIX 

Most arrive by car. 
Transportation 
Personal vehicle                  84% 
Commercial air     15% 
Bus, tour  1% 
Private aircraft  1%              Where flight was   Number of
from            survey 
respondents 
Sea-Tac              50 
California            49 
Midwest           39 
South             38 



5 5                                                                                                         Q23. In what zip code is your primary residence located? n=1810 Q7. How did you travel to the Walla Walla Valley? n=1867

What More Could Ports Do 
for Walla Walla Tourism? 
Continue to work in a collaborative and cooperative
fashion 
Work to grow International arrival destinations 
"Represent" the state 
Support the development of a sustainable, private
sector involved, market driven Washington State
Tourism Marketing effort 

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