SWT Programs Overview
State of Washington Tourism (SWT)’s work centers around responsibly marketing Washington to visitors and serving as a leader in statewide destination management and stewardship. A key component of this work is supporting rural and underserved communities. These programs, from destination development to marketing, contribute to creating jobs and stimulating earnings in the tourism sector.
Read more about our core programs of work below.
Destination Development
SWT’s destination development programs help stakeholders around the state develop, refine, and evolve their visitor product and tourism strategies.
Successful programs and initiatives such as grants, Tourism Skillshops, and the Rural Tourism Support (RTS) program support small-business sustainability and strengthen local economies and regional resiliency. In turn, communities and businesses with successful tourism programs bolster the statewide tourism industry.
The RTS program focuses on long-term, sustainable destination development for underserved communities. The program helps tourism stakeholders organize and collaborate to build momentum in fulfilling a 10-year vision for tourism in the destination.
Consumer Marketing
In early 2022, SWT launched the True to Nature consumer marketing campaign. This was the state’s first out-of-market campaign in years and the first associated with the new brand. SWT has since continued the moment, with the latest phase of the campaign achieving 184:1 ROI.
Campaign results showed advertising influenced $103.5 million in visitor spending and approximately 77,000 trips. Ad-aware travelers visited more regions and spent $403 more per trip than their unaware counterparts.
In conjunction with the updated brand and True to Nature campaign, SWT redesigned its website for leisure travelers, creating a modern digital experience. The website is constantly being updated with new destination imagery and highlights stories from throughout the state.
International Travel Trade
The SWT International Travel Trade Program positions Washington as an appealing visitor destination to travelers around the globe. These efforts are supported by attendance at key international trade shows, meeting with international receptive operators, suppliers, and tour operators, hosting familiarization (FAM) tours, developing international marketing co-ops, and conducting sales missions into key markets. SWT supports efforts to build new markets through these initiatives and supporting new international direct flights.
Current primary international markets include Canada, the United Kingdom, and Germany, along with efforts in France, Benelux, Japan, South Korea, and Australia. International markets will significantly expand with a sustainable and consistent funding source.
Grants
In 2024, SWT awarded more than $1.8 million in Tourism Development and Planning grants. These grants funded 82 projects and represented all of the state’s tourism regions. Grants covered everything from Indigenous Tourism Marketing and Production to Rural Tourism Research and Data. This funding was made possible by an EDA grant through the Washington Department of Commerce. Without a sustainable funding source, this grant program will end in 2025.
Destination Co-Ops
Each year, SWT makes co-ops available to destinations around the state to subsidize the cost of marketing programs that align with statewide efforts. Previous opportunities have included co-ops to reach international travelers, Expedia marketing programs, influencer/creator programs, research, and content marketing. These programs allow destinations to extend their reach and budgets to reach new travelers.
State Tourism Conference
In 2022, SWT relaunched the in-person State of Washington Tourism Conference and Responsible Outdoor Travel Summit in Seattle Southside. Since then, the event has also been held in the Yakima Valley and Vancouver. The conference brings together a diverse group of industry experts and tourism stakeholders for educational breakout sessions, keynotes, networking opportunities, and more.