SEATTLE (March 26, 2026) – Today, Washington State Gov. Bob Ferguson signed Engrossed Second Substitute House Bill 2325 (E2SHB 2325) into law. The bill enables the state’s private sector tourism industry to create, ratify and oversee an industry self-supported assessment that generates competitive annual funding for State of Washington Tourism, the official state destination marketing organization.
The bill caps 15 years of cooperative industry work and advocacy following the closure of Washington’s state tourism agency in 2011 during the Great Recession. The proposed assessment must next undergo an industry rulemaking process, led by a new ratepayer oversight board and, ultimately, ratification by identified ratepayer businesses before funds can be collected.
Preliminary projections for annual program funding levels generated by the assessment could boost Washington from among the least-funded state tourism programs in the U.S. to close to the national average. Firm projections will be made once total industry participation is determined in the rulemaking process.
The new funding would be used to restart domestic marketing campaigns to attract leisure travelers to Washington, as well as expand international marketing and travel trade efforts to position the state as a premier destination in the U.S. Marketing efforts would be designed to drive overnight visitors who stay longer and spend more. The program of work would emphasize building a sustainable, year-round tourism economy and be developed and refined in partnership with, and with oversight from, assessment ratepayers.
E2SHB 2325 follows passage of SSB 5492in the previous legislative session, which created an industry advisory group that reported its assessment recommendations to the Washington Legislature last fall. Those recommendations included:
- Eligible assessment classifications of lodging, travel services, attractions, recreation, beverage industry, restaurant and retail locations
- Inclusion of tourism businesses that directly benefit from retail visitor expenditures
- A nominal assessment rate based upon a percentage of gross business revenue
- Targeted annual program collections of at least $25 million to significantly raise Washington’s competitive position
- Six-year assessment terms that are re-authorized by ratepayers
- Strong industry oversight and self-governance components with recognition that the assessment funds must be spent in accordance with state law
These recommendations informed E2SHB 2325.
“This bill provides the tourism industry with the tools to come together, invest in our state, and create a sustainable approach to promoting Washington and strengthening our economy,” said Rep. Dave Paul, prime sponsor. “With everything our state has to offer, this measure is a big step forward for Washington to claim a spot as a destination on the global stage.”
“Attracting more visitors to Spokane and other parts of our beautiful state will boost support for our local economy and hospitality industry,” said Sen. Marcus Riccelli, Senate companion bill sponsor. “I am really proud to have worked with the tourism industry, Rep. Paul and the governor’s office on this carefully crafted legislation that will provide a sustainable and competitive state tourism funding model that will drive economic growth in Washington for years to come. The return on investment is not just the pride I feel in better showing off every corner of our state and everything in between, it is the economic multiplier that will benefit businesses and communities significantly.”
“This is a milestone achievement for tourism in Washington,” said David Blandford, CEO of State of Washington Tourism. “It wouldn’t have happened without the tireless work and advocacy of our statewide industry, and it’s meaningful to have legislative and gubernatorial validation of our long-sought vision for an industry-led program. Now, it’s up to industry members to conduct assessment program rulemaking, ratify the legislation and roll up our sleeves to re-position Washington as a premier visitor destination.”
Industry rulemaking and governance initiatives are expected to begin in the second quarter of 2026 with an assessment referendum date to be determined.
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About State of Washington Tourism
State of Washington Tourism (SWT) 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 marketing efforts and creates and implements a strategic statewide marketing plan. For more information, visit stateofWAtourism.com or the industry site at industry.stateofWAtourism.com.
MEDIA CONTACT:
Michelle McKenzie
Director of Marketing, State of Washington Tourism
E: michelle@stateofwatourism.com
P: 360-931-4806