COMMISSION
AGENDA MEMORANDUM
Item No.
ACTION ITEM
Date of Meeting
DATE:
November 1, 2024
TO:
Stephen P. Metruck, Executive Director
FROM:
Nick Leonti, Director of Tourism Development
9a
January 28, 2025
SUBJECT: International Tourism Marketing Initiative
Amount of this request:
Total estimated project cost:
$1,500,000
$1,500,000
ACTION REQUESTED
Request Commission authorization for the Executive Director to execute a joint marketing
agreement with State of Washington Tourism (SWT), a state government agency, to promote
international tourism to Seattle and Washington state in selected international markets for three
years (one year followed by two optional years) at the rate of $500,000 per year for a total not
to exceed $1,500,000 and that the commission determine a competitive process is not
appropriate or cost effective and exempt this contract from a competitive process consistent
with RCW 53.19.020. This memorandum addresses Commissioner questions raised during the
December 10, 2024, business meeting.
EXECUTIVE SUMMARY
The economic development goal for tourism marketing is to ensure that, when visitors come via
SEA, they are spending as much time and money as possible with our local businesses and
communities. This is not done by aiming to increase overall visitation, but rather by strategically
attracting travelers who deliver more economic, cultural and civic benefits when they visit.
This agreement strengthens the Port's efforts to aligned with Century Agenda Goal #2: "to
advance this region as a leading tourism destination."
The funds for this agreement are allocated in the Tourism budget for international marketing and
do not represent an increase in bottom-line year-over-year spending. Instead, this partnership
with State of Washington Tourism (SWT) is a strategic collaboration that maximizes the
effectiveness of that budget.
Template revised January 10, 2019.
COMMISSION AGENDA - Action Item 9a
Meeting Date: January 28, 2025
Page 2 of 6
The majority of the funds in this agreement are designated to maintain a global network of inmarket representation agencies that broaden the reach and impact of our initiatives. The
agreement ensures that the Port's responsible tourism principles of elevating community voices,
supporting underserved regions, preventing overtourism, and routing tourism where it is needed
are prioritized across all markets.
Funds spent on international marketing yield substantial returns for the region, contributing to
job creation, increasing tax revenues, supporting businesses, and positively affecting the
livelihoods of our residents.
We aim to showcase the region and SEA as a welcoming, progressive gateway to the U.S.,
targeting visitors who align with Washington's commitment to environmental stewardship,
inclusion, and responsible travel.
This agreement increases the ROI on the Port's tourism initiatives and is a seminal effort to create
a strong state office of tourism which would benefit all Washingtonians.
REQUEST FOR COMPETITION WAIVER
As Washington's official destination marketing organization, State of Washington Tourism (SWT)
provides unique services and global positioning for the outlined international marketing
activities. The Port and SWT have worked collaboratively to promote the region on a global scale
with previous Port-funded initiatives (e.g., 2020's Tourism Recovery Initiative and 2023's
International Tourism Marketing Agreement) which have helped establish the region's tourism
brand. SWT maintains the Port's inclusion in priorities for international agency work and there is
no other statewide organization that can collaborate on this scale. Due to this unique
relationship, we are requesting a competition waiver for this initiative.
JUSTIFICATION
This initiative supports Goal 2 of the Port's Century Agenda: Advance this region as a leading
tourism destination and business gateway. Through our international marketing efforts, we will
increase brand awareness of our region, drive visitor-related spending, and strengthen SEA
Airport's global positioning as a premier US gateway.
The initiative will be guided by the Port's EDI and responsible travel commitments by routing
tourism to the communities, businesses and resources that need it as we create a positive
economic cycle that benefits all Washingtonians.
DETAILS
International Marketing & Management Strategy and Plan
All of the marketing and management efforts supported by this agreement are guided by our
commitment to responsible, inclusive and eco-conscious travel. This means attracting visitors
who want a cultural connection to the region and seek out authentic experiences in a responsible
Template revised June 27, 2019 (Diversity in Contracting).
COMMISSION AGENDA - Action Item 9a
Meeting Date: January 28, 2025
Page 3 of 6
way. It also means visitors staying longer, spending more, visiting during less busy times,
exploring urban and rural areas, and generating a sustained positive economic and cycle.
Tourism marketing is not advertising, but a strategic communication plan including sales
missions, familiarization tours, tour operator co-ops, trade shows, trainings, media relations,
content creation, and more as a vehicle to promote and manage tourism in an effective and
impactful manner.
The global agencies that SWT partners with provide crucial channels to reach our global audience
and steer the narrative around our destination. They allow us to maintain contact with industry
leaders, create content, represent our interests at trade shows and industry events, identify new
opportunities, provide insights, pitch stories, recruit and vet fam and press tour attendees, and
more.
As the three regional organizations with international reach, The Port, SWT and Visit Seattle are
able to do for our businesses, communities, and destinations what they are not able to do on
their own. We have regular meetings to discuss strategies, identify opportunities, and align
priorities that help us elevate our destination and route tourism where it is needed and wanted.
This agreement with SWT enhances the Port's efforts and ensures that Port priorities are kept
top-of-mind.
The Port is currently represented via the SWT agreement with in-market agencies in:
 Japan
 South Korea
 United Kingdom/Ireland
 Germany
 France/Benelux
 Australia
Budget
The previous version of this agreement provided $800k over two years. This new version expands
the scope and increases the contract to $1.5 million over three years - a $100k per year increase
created by strategic budget allocation to better achieve Port goals, not by increasing the
department's bottom line.
These marketing efforts include business-to-business marketing through tour operator co-ops,
paid content, in-market activations, trainings, trade shows, familiarization tour hosting, media
trips, and more.
Industrywide ROI on tourism marketing has shown that the more you put in, the more your
communities get out. Tourism Economics, a leading travel industry research firm, reports that for
every dollar invested in marketing, SWT generates $29 in visitor spending and $3 in state and
local tax revenue.
Template revised June 27, 2019 (Diversity in Contracting).
COMMISSION AGENDA - Action Item 9a
Meeting Date: January 28, 2025
Page 4 of 6
This financial commitment is seminal for SWT and is not intended to continue beyond 2027.
The anticipated annual budget breakdown is included here:
In-Market Representation
Trade Shows. Sales Missions
B2B Travel Trade Activity (newsletters, co-ops,
events, trainings, content creation, etc.)
Fam Trips/Promo Hosting
Campaigns/Co-ops
TOTAL
$235,000
$125,000
$95,000
$25,000
$20,000
$500,000
Scope of Work
This agreement supports the shared priorities of the Port and SWT related to responsible travel,
eco-tourism, amplifying community voices and promoting tourism that enriches our destination
economically, culturally and environmentally.
The work conducted under this agreement will aim to:










Reflect and amplify the diversity and inclusivity of Washington throughout the entire
program of work.
Prioritize increasing the economic impact of the Port-owned businesses by increasing
length of stay and amount of spend, especially during non-peak times.
Build relationships that create loyalty among travel trade, media and other tourism
producers to build a sustained positive economic cycle.
Inspire targeted visitors who align with responsible travel values to choose Washington
as their vacation destination and SEA as their gateway.
Reduce overtourism at traditionally busy locations and during traditionally busy times.
Establish the partnership as the expert source for quality, reliable content on a global
scale to share information and steer destination narrative.
Support the full diversity of Washington destinations and experiences to make the
tourism economy work for all Washingtonians.
Strengthen partnerships with valued thought partners including tribes, businesses,
residents and tourism stakeholders.
Maintain a global presence to keep Washington at top-of-mind for the travel trade and
consumers.
Attract international visitors who will contribute to sustaining Washington's
infrastructure and resources.
Template revised June 27, 2019 (Diversity in Contracting).
COMMISSION AGENDA - Action Item 9a
Meeting Date: January 28, 2025
Page 5 of 6
ALTERNATIVES AND IMPLICATIONS CONSIDERED
Alternative 1) Do not approve an agreement with SWT.
Pros:
 Reduces specific budget request by up to $1,500,000
Cons:
 Eliminates Port presence with in-market agencies in all currently activated inbound travel
markets including the UK/Ireland, Germany, France/Benelux, Japan, South Korea and
Australia.
 Eliminates the possibility of leveraging the collaborative efforts with SWT to drive visitorrelated economic impact to Washington state.
 Erodes the Port's leading role as a tourism advocate and economic asset for our region
 Negatively impacts visitor-related economic impact to the region, reduces tourismrelated tax revenues generated, and provides lessened support for local businesses and
communities.
This is not the recommended alternative.
Alternative 2) - Work with SWT to implement a tourism promotion plan will increase
international visitor travel spending and positively impact diverse communities statewide while
positioning SEA as a premier US gateway. Total dollar amount, $1,500,000.
Pros:
 Supports a positive cycle of tourism impact that drives increased spending, generates tax
revenues that support infrastructure development, and bolsters local businesses.

Provides channel to manage tourism to route visitors when and where they are needed.

No other organization has the ability, breadth or capability to deliver a national tourism
marketing project for all of Washington state.

By aligning with SWT, the POS will be leveraging both organizations' funding which will
allow for a stronger marketing plan and increased ROI.
Cons:

Not applicable as no other organization has the ability, breadth or capability to deliver a
national tourism marketing project for all of Washington state.
This is the recommended alternative.
FINANCIAL IMPLICATIONS
$1,500,000 ($500,000 per year funded by the tax levy)
Template revised June 27, 2019 (Diversity in Contracting).
COMMISSION AGENDA - Action Item 9a
Meeting Date: January 28, 2025
Cost Estimate/Authorization Summary
COST ESTIMATE
Original estimate
AUTHORIZATION
Previous authorizations
Current request for authorization
Total authorizations, including this request
Remaining amount to be authorized
Page 6 of 6
Capital
Expense
Total
$0
$1,500,000
$1,500,000
0
0
0
0
0
0
0
$0
0
$1,500,000
0
$1,500,000
ATTACHMENTS TO THIS REQUEST
(1)
Presentation slides
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
December 10, 2024 - Presentation given regarding new international marketing CAT III contract
in collaboration with State of Washington Tourism.
March 14, 2023 - The Commission authorized $800k International Tourism Marketing Agreement
with State of Washington Tourism and provided the competition exception.
July 28, 2020 - The Commission authorized $1.5 million joint marketing agreement with
Washington Tourism Alliance to promote tourism recovery.
Template revised June 27, 2019 (Diversity in Contracting).