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


2021 Tourism/Travel Slowly Rebound

* Estimated Passengers

* Estimated Passengers


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.

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

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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

Travel Publicity Program
Goal: stimulate earned media coverage
Destination PR agency: GreenRubino
More than 132 targeted media pitches since GreenRubino
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
Expanding utilization of Port facilities; SEA
Airport, cruise terminals, or recreational
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
See Appendix for list of 2021 Tourism Marketing grant recipients                                                   15

Tourism Grant Examples
Sustainable tourism
Cultural tourism



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

Inspiration & Destination Publicity
United Kingdom
Distribution: 42,291,331
Open Rate: 26%
Earned Media Value: $1,558,596
Distribution: 2,754,443
Open Rate: 23%
Earned Media Value: 312,256
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
ATI, ATP, Bonotel, InquisiTours, RMHT, and
Travalco showcase our itineraries in 70
different countries to 7,000 travel trade
businesses worldwide.

2019-2022 ('000s)
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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%
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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%
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[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%
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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




2021 Tourism Marketing Support Program
Grant Recipients
POS Awarded
Organization Name                                          Summary of Proposed Project
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.


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
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


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:


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


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