Join the WTA Grassroots Webinar – November 18th


Get ready for 2017!

Join the Washington Tourism Alliance for a special Grassroots Campaign Webinar on Friday November 18 – 1pm – 2 pm.  The election is over and the 2017 Washington State Legislative Session is only a few weeks away.  This special webinar will help you get organized for advocacy in favor of a statewide tourism marketing program.  The details of the legislation will soon be announced but our grassroots campaign has already begun.  Get all the tools you’ll need to make your voice heard in Olympia!

Washington Tourism Alliance Grassroots Webinar
Fri, Nov 18, 2016 1:00 PM – 2:30 PM Pacific Standard Time

Please join the meeting from your computer, tablet or smartphone.

Telephone conference line:

1 (646) 749-3131
Access Code: 977-331-245

First GoToMeeting? Try a test session:

Have any questions? Feel free to contact Mike Moe at


2017 Washington Tourism Summit and Day in Olympia

The 2017 Washington Tourism Summit and Day in Olympia will be held on January 24th, 2017 in Olympia at The Washington Center for Performing Arts. In addition to an engaging and informative Summit program, the event will now include critical tourism advocacy on the Hill as well. The day will conclude with a fabulous evening reception at The Governor Hotel.
For those of you who registered for the 2016 Washington Tourism Summit that was canceled due to the “storm of the century”, your registration will roll over to the 2017 Summit. You will not need to re-register. If you can’t make the new date, please contact our Director of Operations, Diana Thibado, at diana@watourismalliance.comfor a full refund.
We hope you will join us for this exciting and productive day! Please be on the lookout for additional information soon.

2016 Washington Tourism Summit Postponed

Due to the approaching storm in Western Washington, the WTA Summit Committee has made the decision to postpone the 2016 Washington Tourism Summit until a later date. The predicted historic storm could make travel extremely difficult and we prefer to err on the side of caution. We respect the challenges it could produce for our friends and colleagues on the Peninsula and those who are coming from the Eastern side of the State, as well as the potential for power outages and other issues locally.
We are going to work with our legislators and Roger Dow to hopefully find a date where we can reschedule the full program. We sincerely apologize for any inconvenience that results from the postponement.

We are extremely excited to launch our Grass Roots Campaign in the coming days and optimistic that 2017 will be the year we pass WTA legislation. Look for information about a new date soon.
Tomorrow I will be making personal phone calls to those who have already registered to answer any questions they might have about the postponement. Please feel free to email me at or call me at 425-444-0589.

August/September Newsletter

Mike Moe

The 2016 Washington Tourism Summit will be held on October 14th at the Crowne Plaza in SeaTac. This year we will present a new legislative plan that will create a long-term funding source for a statewide tourism marketing effort. As our members and industry partners know, a legislative taskforce has been meeting regularly this summer to develop our long-term funding plan that will be presented as legislation during the 2017 congressional session. This task force includes members of legislature from both the House and Senate and each of the political caucuses, as well as WTA board members.

The morning session will include members of the legislative task force who will provide an update on the legislative plan. The afternoon session will include a Rally for Success – the 2017 Grassroots Launch where you will learn how to mobilize your community to help pass this important legislation. This year we need all hands on deck and we will provide you with the tools and information you need to support this effort. Chris Ihrig, CEO of Fired-Up! Culture, will provide an exciting wrap up at the end of the session to crystallize the important messages of the day and finish the Summit on an enthusiastic and positive note.

We are pleased to announce that Roger Dow, the President and CEO of the US Travel Association will be the keynote speaker for this year’s Summit. Since 2005, Roger has led the US Travel Association and has been instrumental in transforming the organization into one of the most effective industry associations in the country.


“This year’s tourism Summit will be the most important to date!” said Christina Pivarnik, WTA Board member and Chair of the Summit Planning Committee. “We are excited to welcome Roger Dow as our keynote speaker and look forward to presenting the new WTA plan for legislation that will provide long-term funding for a sustainable statewide marketing effort. After hearing your feedback from previous Summits, we are also going to provide plenty of networking time so you can catch up with your colleagues from across the state. Please plan to join us in October!”

Please join us for an afternoon reception following the general session, where you can visit vendor tables, enjoy light hor d’oeuvres served and a no host bar, and network with your industry colleagues. Space is limited this year, so don’t wait to register! Please click here to view the full schedule and to reserve your spot.




Becky Bogard and Kathryn Hedrick  
State legislators who have voluntarily focused on finding a solution to funding a coordinated statewide tourism effort have met three times over the summer. Most recently they met in early September. They will continue their discussions into the fall with the goal of having a proposal for the 2017 legislative session.
The legislators engaged in this workgroup clearly understand the value of having a coordinated statewide tourism marketing program and are well aware of the return on investment it will deliver to local and the state economies. This is why all are adamant that the state must be engaged and allocate funding into whatever program is developed. The challenge, however, is finding the funding because of the massive budget constraints the legislature faces as a result of Supreme Court mandated orders to fund basic education and mental health services.
The first two workgroup meetings concentrated primarily on examining how other states fund tourism efforts, understanding the complex state and local lodging tax structure, past legislative proposals, possible other tax options and funding mechanisms, and tools for determining ROI. The third meeting focused on delving into the components of a legislative proposal that would be both practically and philosophically acceptable within the legislature and the tourism industry.
The general consensus of the group seems to be a conceptual proposal that is a public-private partnership, not a state run program. The industry would be responsible for implementing and managing the program and the state’s role would be focused on generating some, if not all, of the funds. The state would also be responsible for providing the basic parameters of the program through a contract with a non-profit marketing entity and for evaluating the effectiveness of the program’s ability to create jobs and returning tax dollars to the state.
The difficult part, of course, is how to fund the program. The first decision was how much would provide for an adequate program. While the request under previous legislation was for a $7.5 million program annually, after reviewing other state programs and levels of funding the general consensus of the group is that an annual target of $15 million would be necessary to be competitive and successful. How to generate the $15 million and how much of that is appropriated directly from the state and how much is generated from the industry and through what mechanism remains the challenge and is now where a majority of the group’s work will be focused.
A straight dollar appropriation from the state’s general fund is not likely given budget constraints, nor is it desired primarily because it does not create a long term mechanism that would provide stability and ensure future stream of funding.
Some potential options discussed include a phased-in approach of the state funding:
  • start-up funding that would expire once an industry-based mechanism is generating funds;
  • identifying current taxes, with a nexus to tourism, a portion of which or an increased amount could be repurposed to the program;
  • identifying where and what state agencies are currently spending on tourism related marketing efforts (e.g. state ferries) and using these funds in a more strategic way;
  • tax credits directed to a program; and
  • generating new revenues through a voluntary fee structure collected by the state.
While there is much work still to be done, great strides have been made in just three meetings resulting in a general consensus on fundamental components to the proposal. The energy of the workgroup continues to be positive and the WTA staff is keeping the momentum going with now putting concepts to paper for the group to consider.


Cheryl Kilday, President & CEO, Visit Spokane, WTA Board Chair

The WTA board of directors has added to our team of professionals for our stronger, more robust grassroots campaign for the 2017 legislative session. We are excited about the team and their roles to help get legislation passed to fund a sustainable tourism promotion for all of Washington state.

Our grassroots effort campaign is being coordinated by Washington state native Barbara Smith. Barbara is the owner of Harris & Smith Public Affairs and has years of experience running successful campaigns to secure legislative support. Barbara has more than 20 years of experience working with tourism related projects and understands of our challenges and opportunities. Her email address – you may hear from her soon so please respond with enthusiasm to help build our grassroots network. We will be ready to go into action as the legislative plans are finalized. The full campaign will be launched at theOctober 14 Tourism Summit so don’t miss it!
The legislative team continues to be led by Becky Bogard with Kathryn Hedrick and with the addition of Marian Ericks of the Washington Restaurant and Lodging Association. This trio of experts is already working with representatives from all four caucuses to develop a legislative strategy and build support. They have made significant headway in preparing for the legislative session.

Another new team member is Megan Folkestad, our key communication and coordinator point person supporting our public affairs between the grassroots and legislative teams. Megan is experienced with legislative policy, communications, and knows the legislators and their aides. She will quickly coordinate meetings, communication strategies, etc. You may also soon hear from Megan encouraging you to participate in meetings, hearings, and signing letters to support our legislative and grassroots efforts. Her email is

The WTA board and staff are prepared to do whatever we can to actively implement the strategies to help us succeed. Our key point WTA staff person is Mike Moe, Associate Director. Mike will continue to sell advertising on the website and eNewsletters while expanding his role to include more advocacy assignments. Diana Thibado is our WTA office “secret weapon” and has expanded her hours to act as our administrator for membership, advertising sales, and coordinating the WTA board and committee meetings.

Our board of directors will be the face of the tourism industry representing our shared objectives to support and pass legislation at hearings, meetings, and with media.

All of Washington State will prosper greatly from a state-wide tourism program so we aren’t holding anything back. We are counting on your support, enthusiasm, and energy to win big in the 2017 session! Our optimism will become a reality with your help!


The 2016 Washington Tourism Summit is the best event to connect with tourism industry partners from all over Washington State. Hundreds of members of the industry will converge on the Crowne Plaza in SeaTac to discuss the new legislative plan and to network. This year’s event will include plenty time in the morning and a reception in the afternoon for participants to have time to mingle with vendors. Free tickets come with every sponsorship as well as prominent display of your logo. For only $300, you can purchase a vendor table. There are also opportunities for time on the microphone in front of hundreds of tourism professionals.

Click here to see the different sponsorship opportunities. Please contact Mike Moe at or call him at 425-444-0589 for further details.


Want to brag about something your destination was recently recognized for? Have news that impacts Washington State tourism? Please add the WTA to your distribution news list! We’re always looking for story ideas for the WTA monthly newsletter! To submit a story idea, email Diana Thibado at




360 Hotel Group, Adrift Hotel, Bill Speidel’s Underground Tour, Butler Transportation, City of Port Angeles, Clark Nuber, PS, Columbia Hospitality, Colville Chamber of Commerce,Forks Chamber of Commerce, Four Seasons Hotel Seattle,Fran’s Chocolates, The Herbfarm, Holiday Inn Express – Bellingham, Homewood Suites – Richland, Homewood Suites – Seattle, Hotel Andra, Maryhill Winery, Northwest Travel Magazine, Olympia-Lacey-Tumwater Visitor & Convention Bureau, Olympic Peninsula Tourism Commission, Paradisos del Sol Winery, Port of Chelan County, Quality Inn Valley Suites, Saga City Media, Sheraton Bellevue Hotel, Skagit Valley Tourism, Tillicum Village, Visit Kitsap Peninsula, Visit Rainier, Washington Restaurant Association, Washington State University, Washington State Wine Commission,Whidbey & Camano Island Tourism, Yakima Valley Tourism
If you have not yet joined the WTA and would like to become a member, please contact our Director of Business Development and Media Sales Mike Moe or join today online here.

2016 Washington Tourism Summit Registration is Open!

2016 Washington Tourism Summit will take place on October 14th at the Crowne Plaza in SeaTac. Registration is now open! Register by September 16th to take advantage of early registration pricing.

Summit Agenda – is now up on our summit webpage

Hotel – The Crowne Plaza is offering special rates for Summit attendees, please email or call (206) 248-1000 and mention the WTA Rate.

We ask that you indicate your legislative district when you  register for the Summit. You can look it up here.

We look forward to seeing you all this year!

Register Now!

Please contact Diana Thibado with questions or for more information. Sponsorship opportunities can be found here.

The 2016 Official Washington Visitors’ Guide

The Official Washington State Visitors’ Guide is the essential, one-stop source for Washington State travelers. With stunning photography, detailed maps, and insider information on the state’s must-see attractions, the guide highlights the unique and appealing aspects of each of the state’s diverse travel regions. Convenient, complete, and compelling, the Official Washington State Visitors’ Guide makes it easy for travelers to find everything they need to enjoy and extend their stay in the Evergreen State. Order yours today!

View the online version of this guide.

Order a copy of the  2016 Official Washington State Visitors’ Guide.  You should receive your  Visitors’ Guide in approximately 2-3 weeks.


2016 Visitor Guide Covers


For advertising information for the Official Washington State Visitors’ Guide please contact our publishing partner, SagaCity Media. Jeff Adams, VP Custom Publishing at 206-454-3007 or


New Research Indicates Modest State Tourism Growth

Olympia, Wash. – Preliminary figures released today by the Washington Tourism Alliance (WTA) indicate that tourism in Washington State improved slightly in 2015, but inconsistently throughout various counties in Washington and comparatively slower than the state’s overall taxable sales growth.

“The research underscores the importance of maintaining the WTA’s current marketing programs, which include the Washington State Visitors’ Guide and destination website,” said WTA Board Chair Cheryl Kilday. “It also points to the need for a long-term, industry led and funded tourism marketing program.”

The total number of overnight person-trips (39.4 million) increased by 3.1 percent in 2015, similar to the preceding year, according to preliminary data compiled for the WTA by Dean Runyan Associates in the report State Travel Impacts & Visitor Volume 2000 -2015.

Direct visitor spending in Washington was $20.7 billion in 2015, up 5.4 percent in current dollars over 2014. This compares with 6.8 percent growth in overall state taxable sales during the same period, according to figures released by the Washington State Department of Revenue.

WTA’s new research also reported on tourism employment and tax revenue. The travel and tourism industry supported more than 170,500 jobs in 2015, up 3.8 percent from 2014. Local and state travel-generated tax revenue was $1.8 billion, an 8 percent increase over 2014; this is equivalent to $650 in tax revenue for each Washington household.  This includes $1.2 billion in tax revenues directly related to the purchases of visitors and $610 million in tax revenues attributable to travel industry employees and businesses.

“Robust worldwide travel, combined with the individual tourism marketing investments of the state’s major cities, port districts and private sector companies, have helped buoy our industry for the past five years since the state tourism office closed,” said Kilday. Nevertheless, WTA officials worry about loss of tourism market share in the absence of a legislatively approved, statewide industry funded long-term marketing program.

“Seattle, Spokane and other destinations with local tourism promotion areas (TPAs) have raised marketing funds to offset the loss of statewide funding when the State tourism office closed five years ago, but our research continues to suggest that this cumulative return is not enough for our state as a whole,” said WTA Executive Director Louise Stanton-Masten. “The WTA strategy for funding a statewide tourism marketing program is essential to benefit the entire state.”

For example, while total direct visitor spending increased by 5.4% overall for Washington State last year, when King County is excluded the statewide increase is only 2.5%. “Our latest research illustrates the disparity of tourism impacts in eastern and western Washington,” Stanton-Masten said. “Annual tourism spending growth and tax revenue varies greatly between counties in eastern and western Washington, as well as urban and rural areas.”

Senate and House bills supporting WTA’s tourism marketing funding plan were introduced in Olympia this session with significant support, but ran out of time for approval during this year’s short session. Plans are underway to continue the approval process in the next session.

Since the closure of the state tourism office in 2011, the private, non-profit, industry-led WTA has operated on a minimal budget. Competing western state tourism budgets ranged from $7-$50 million last year.  The WTA continues to operate this year with minimum funding provided by membership and corporate sponsorship, but with no supplemental funding from Washington State.


About the Washington Tourism Alliance

The Washington Tourism Alliance (WTA) is a 501[c]6 organization established by industry stakeholders with the sole mission of sustaining Washington State destination tourism marketing. The WTA procures and administers funds for state destination tourism marketing activities and creates and implements a strategic statewide destination marketing plan.