Tourism Advocacy
News and Resources on Industry Initiatives and Legislative Action
State of Washington Tourism (SWT) serves as a critical catalyst for economic growth, community development, visitation management, and stewardship programs. In the past five years, SWT has completely rebuilt the statewide tourism program and helped tourism industry businesses recover from the global pandemic.
The Industry Issue at Hand: Sustainable and Competitive State Tourism Funding
With the end of federal grants, and state base funding reduced by two-thirds in the most recent legislative session, SWT’s operational funding cannot sustain a statewide, year-round program in the future. According to Tourism Economics, the nation’s foremost travel research company, Washington is significantly underfunded relative to market size. And industry associations such as WSDMO, the Washington Hospitality Association, and others have worked together to find a solution.
A sustainable funding model is necessary for economic growth and to maintain the many programs SWT has built, including consumer marketing campaigns, a Travel Trade program to increase international visitation, a destination development program focusing on rural areas, a consumer tourism website, grants, a successful State Tourism Conference, and more.
In addition to maintaining existing programs, a sustainable funding model could bring in $14.6 billion in projected visitor expenditures over the next decade (Tourism Economics) and allow SWT to expand programming for a stronger statewide, year-round impact.
Work Toward a Public-Private State Tourism Funding Model
In addition to state base funding, an industry self-supported assessment could generate $20 million or more for the program and competitively position it with other states. Private tourism industry leaders have undertaken extensive study and discussions with successful state destinations.
SSB 5492 was passed overwhelmingly and signed by Gov. Ferguson in the recent legislative session. This sets in motion an important tourism industry conversation on the possibility of an industry self-supported assessment, by and for the industry.
Key Components of an Industry-Supported Self-Assessment:
- Successful destinations have learned to tap visitor fees to fund programming. Documented success: 30 years ago, Visit California implemented an industry self-assessment, which continues to achieve 97% approval of assessed businesses and drives a $164 million annual program.
- As in the California model, a nominal fee of 0.4% (four-tenths of a cent) could be passed to customers at participating businesses (for example, 80 cents on a $200 hotel folio or 8 cents on a $20 attraction ticket).
- Various industry business segments could participate, such as lodging, attractions, sightseeing, arts, and others; those interested would have to approve a levy that ratifies the pass-through fee.
- Industry ratepayers would form a permanent oversight board to direct the tourism program and ensure that benefits are returned to the ratepayers, maintain a voice in the state tourism program, and funding cannot be re-appropriated.
Learn more about the assessment model.
The Benefits
Expanded Statewide, Year-Round Impact
In addition to maintaining SWT’s existing programs, a sustainable funding model would allow for:
- Visitor management programs
- Always-on marketing campaigns
- International markets fully activated
- Seasonal and need-period marketing
- Additional responsible travel messaging and promotion
- Niche campaigns nationwide
More Business for Washington
An assessment could add more than $20 million to SWT’s annual operating budget, sustaining and competitively positioning Washington tourism for years to come.
Projected Returns with a $25M budget, 2025–2034 (Tourism Economics):
$14.6 billion in additional visitor expenditures
2.1 billion in additional room revenue ($250M/year average)
$1.4 billion in additional state and local tax revenue
$116 million in additional lodging tax revenue
Become a Tourism Advocate
Our free tourism advocate program is your key to staying connected to the statewide tourism industry. In 2018, SWT counted on stakeholder advocacy to restart the state tourism program, and your advocacy is needed now to operate and sustain it. Thank you for your support and partnership!
Tourism Advocate Qualification: Any business or organization located in or operating in the State of Washington.
Find your State Legislative District here and sign up using the form below.