Tourism Module Program

The State of Washington Tourism will pilot the Tourism Module Program (TMP) in two destination communities in 2026. This program will provide tourism stakeholders with instruction and resources to support their destination development efforts, particularly in planning and grant applications for tourism projects. 

An informational webinar will be held on Thursday, Feb. 12, at 10 a.m. SWT will review the program with interested applicants and answer questions. Register for the webinar.

Tourism Module Program Overview 

The TMP has three main objectives:  

• Tourism awareness. Understanding the value and impacts of tourism, tourism assets, and the tourism ecosystem. 
• Community alignment. Ways to balance tourism with community well-being and environmental stewardship.  
• Project identification and strategy. Focuses on maximizing community benefit while ensuring efficient use of resources. 

It will incorporate a community-based approach to destination planning as well as best practices for sustainable tourism. It will ensure that tourism growth and destination development:  

• Reflect local values and priorities 
• Generate economic benefits that stay in the community 
• Protect cultural and natural resources 
• Strengthen local capacity and decision-making 

The TMP will bring tourism stakeholders together to leverage local knowledge, resources, and engagement to help stakeholders collaborate on small projects and specific issues relevant to their community. The recipients of the TMP will work closely with SWT to tailor the program to community and industry needs. This will occur in a phased approach and may include, but is not limited to, asset mapping, stakeholder surveys, visioning exercises, community workshops, and industry research. 

The TMP is not a grant program, nor does it take the place of a strategic plan. TMP participants will receive the following services and deliverables in three project phases.  

Application and Review Process 

The application period will run from Feb. 12 through mid-March. SWT may close the application period early if a high number of applications are received. 

Local governments, tribes, businesses, chambers of commerce, destination organizations, and other tourism-related nonprofit organizations may apply for the TMP. Applicants must identify tourism as an economic driver in their community and intend to collaborate with SWT and local partners on destination development efforts. Tourism stakeholders interested in applying for this program are encouraged to schedule an exploratory meeting with SWT before submitting their application.  

Industry experts from across the state will help SWT select destinations to participate in the program, based on the following criteria: 

Community Benefit 
Is there a clear need for destination development or management in the applicant’s community? How will tourism benefit this community? Consider social, economic, and environmental factors.  

Leadership Capacity
Does the applicant have the capacity to help manage and lead this program in collaboration with SWT? Is the applicant a trusted member of the community and possesses a successful track record of working with local partners? 

Project Readiness 
Are there tourism stakeholders willing to participate in a working group devoted to destination stewardship in this community? Can they match the resources SWT has devoted to this program? 

After tourism stakeholders complete the application, they can email it and any supporting documents to matthew@stateofwatourism.com. 

Program Timeline 

TMP participants will receive the following services and deliverables in three project phases. 

Assessment Phase (April–June) 

• Planning meetings with SWT and local partners  
• Establish working groups of tourism stakeholders  
• Collect local data, reports, plans, etc.  
• Verify tourism assets 
• Participate in a mini FAM 
• Administer a tourism survey among stakeholders, residents, or visitors  
• Conduct interviews with key stakeholders  
• Facilitate a town hall to include group work and networking opportunities, a visioning exercise, and a discussion of tourism trends, topics, and concepts 

Insights Phase (July–September) 

• Analyze, organize, and present tourism data and recommendations  

Planning Phase (October–December) 

• Conduct a community workshop with tourism and subject experts 
• Identity resources, timelines, and goals for a specific destination development project 
• Form new working groups to pursue destination development efforts, prep for planning meetings 

Program Costs 

TMP participants will be required to provide a $5,000 match in cash or in approved in-kind contributions. SWT will provide program management for the TMP in collaboration with local partners. This includes logistics, facilitation, communications, research, and reporting. In-kind contributions can include lodging, meals, workshop venues, and event catering. 

All work must be completed within the calendar year and may focus on outdoor recreation, scenic byways, cultural heritage, or other forms of tourism, based on stakeholder preferences and expert availability. 

Questions? 

Matthew Ozuna is the destination development manager at SWT and the primary contact for this program. Tourism stakeholders can send their questions to matthew@stateofwatourism.com and schedule a time to discuss this program in more depth.