Spokane, WA (Oct. 14, 2025) – State of Washington Tourism announced the winners of its expanded tourism industry awards at an inaugural awards dinner at the 2025 State of Washington Tourism Conference on Oct. 8 in Spokane. The awards recognize excellence in tourism work from around the state.  

Awards were presented for Outstanding Marketing Program with budgets both above and below $300,000, Rising Star in Tourism, Outstanding Event, Creative Partnership, Advancements in DEI, Outstanding Customer Service, Community Contributor and Destination Stewardship. John Cooper, CEO of Yakima Valley Tourism, and Marsha Massey, executive director of the Olympic Peninsula Visitor Bureau, were also inducted into the Tourism Hall of Leadership during the ceremony.  

The Outstanding Marketing Program award with a budget under $300,000 was presented to Skagit Tourism Bureau for their website relaunch, which modernized the destination’s marketing efforts and is the public face of new destination branding.  

The Outstanding Marketing Program award with a budget of more than $300,000 was presented to Visit Bellingham Whatcom County for their Road Trip Series: Where the Mountains Meet the Sea. This program encouraged visitors to explore more and move throughout the county.  

The ceremony also recognized the career achievements of two longstanding contributors to Washington’s Tourism Industry, John Cooper and Marsha Massey. Both have led multiple organizations in Washington through transformational times, and they received standing ovations from a crowd of industry attendees. Cooper was inducted by Amy Lillard, executive director of Washington Filmworks, and Brad Jones, president & CEO of Visit Bellevue. Massey was inducted by Debbie Wardrop of Debbie Wardrop Productions, LLC, and Christina Pivarnik, president of CP Communications. 

Cooper served as president of the Washington Tourism Alliance in 2018 when after more than seven years, it was successful in getting a bill signed into law that reinstated funding for statewide tourism. He also led the expansion of Yakima Valley Tourism’s Tourism Promotion Area (TPA), increasing funding to promote the region, which he continues to advocate tirelessly for.  

Massey served as the director of the State Tourism Office prior to its closure in 2011, helping to increase international interest and visitation in the state. Since 2015, she has served as the executive director of the Olympic Peninsula Visitor Bureau, building coalitions and leading the development of a five-year tourism master plan.  

The award for Community Contributor was presented to Rachel Wright, CEO of Issaquah Arts, for her work in bringing the community together to activate vacant spaces and bring new events to Issaquah.  

Two individuals were recognized as Rising Stars in Tourism: Elizabeth Tyler, vice president of operations at the Skagit Tourism Bureau, and Trey Jackson, marketing manager at Visit Bellevue. Tyler was recognized for her professionalism and warmth in representing her destination, as well as her work on their website overhaul. Jackson was recognized for his work on cornerstone projects including a destination podcast, sales video, and exceeding campaign goals.  

Outstanding Event was awarded to the Dungeness Crab Festival, recognizing how the event evolved with community support and celebrates quintessentially Washington food.  

The award for Outstanding Customer Service went to Jake Abbott, owner and operator of the Ruby Creek Resort, for his emphasis on hospitality for each of his guests in northeast Washington.  

The Advancements in Diversity, Equity and Inclusion award was presented to Visit Spokane for the Tourism and Cultural Investment Committee, which helped grow diverse festivals and events while also emphasizing overnight stays in the city.  

The Creative Partnership award was given to Visit Walla Walla and the Walla Walla District of the US Army Corps of Engineers for their partnership on developing the new Quail Trail at Bennington Lake.  

Destination Stewardship, which recognizes an individual, business, or nonprofit that effectively promotes environmental awareness, institutes regenerative travel, or espouses community value, was awarded to Adrift Hospitality, headquartered on Washington’s Evergreen Coast.  

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About State of Washington Tourism

State of Washington Tourism (the recently rebranded Washington Tourism Alliance) is a 501(c)(6) organization established by industry stakeholders with the sole mission of developing and sustaining Washington State destination tourism marketing. SWT procures and administers funds for state destination tourism marketing activities and creates and implements the strategic statewide destination marketing plan. Visit the destination website at www.stateofWAtourism.com or the tourism industry site at www.industry.stateofWAtourism.com.

MEDIA CONTACT:
Michelle McKenzie
Director of Marketing, State of Washington Tourism
E: michelle@stateofwatourism.com
P: 360-931-4806