Industry Update: September 2026

WTMA Appoints Initial Ratepayer Oversight Board

On Aug. 12, the Washington Tourism Marketing Authority (WTMA) officially appointed an initial Ratepayer Oversight Board to guide the development of a statewide Tourism Assessment Program. The group was nominated by the Tourism Advisory Group (TAG) formed in 2025. In their nominations, the TAG considered active industry engagement, geographic balance across the state, leadership and knowledge, and commitment to developing a model that works for Washington’s industry. Over the next several months, the board will explore future program elements and self-assessment rulemaking, all of which would be contingent upon approval of businesses eligible to participate.

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Japanese and Dutch Media Explore Washington State

In August, two media representatives from Plusroadtrip in Japan visited Washington State. They are creating a 60-page booklet on Seattle and Washington State that will be produced both digitally and as a printed guide. The group spent time in Issaquah and Mount Rainier before heading to the Future of Flight in Mukilteo and spending a night on Whidbey Island. They then spent time at Sun Mountain Lodge in the Methow Valley before heading to Woodinville and ending their trip in Seattle.

Hosted by: SWT, Port of Seattle, Visit Seattle, Delta Air Lines, Visit Issaquah, Boeing, Whidbey and Camano Tourism, and Okanogan Country

Hey!USA is exploring a 10-day itinerary in early September through all regions of Washington State in preparation for a new travel book featuring stories for Dutch travelers. In 2027, SWT, with support from Port of Seattle, will run a marketing campaign to finalize the book and highlight destinations around the state. If you’d like to feature your destination, please reach out to Lisa Kruse in late October 2026.

Hosted by: Port of Seattle, Discover Snohomish County, Boeing Future of Flight, Seabrook, Olympic Peninsula Visitor Bureau, Skagit Valley Tourism, Visit Spokane, Visit Walla Walla, Yakima Valley Tourism, Skamania County Chamber of Commerce, Visit Vancouver, and Washington’s Evergreen Coast.

Upcoming Skillshop will Focus on Resources for Indigenous Tourism

Join SWT and the American Indigenous Tourism Association (AIT) on Thursday, Sept. 24, at 10 a.m. for a webinar on the latest trends, resources, and key partnerships for Indigenous tourism. Learn how AIT and SWT are working to support Indigenous tourism through policy, planning, and promotional efforts. This includes AIT’s Community Navigator Program and American Indigenous Tourism Conference, plus SWT’s Indigenous Tourism Support program. Both organizations will also share grant opportunities and ways to foster collaboration with a wide range of stakeholders on Indigenous tourism projects.

Hear from AIT Education and Business Development Director Dawnielle Tehama, SWT’s Matthew Ozuna, and representatives from Təqʷuʔmaʔ, a nonprofit organization associated with the Nisqually Indian Community.

The webinar will be recorded, shared with registrants, and posted to the SWT YouTube channel. Skillshop webinars are free and open to all tourism stakeholders.

Become a Tourism Advocate

Industry members are encouraged to join SWT’s free tourism advocate program to support tourism legislative efforts and stay connected to the statewide tourism industry.

Learn More and Sign Up

Submit Events to SWT Calendar

Destinations, festival organizers, and other organizations are invited to submit their events directly to SWT's event calendar. The events calendar is intended as a resource for visitors to and within the State of Washington who are seeking leisure activities.

Submit Events

Dates to Know: Conferences & More

Heading to an industry show? Let SWT know. Whether it’s a trade show or another industry event, connect with Lisa Kruse or Mike Moe to share details and help us track Washington’s reach.

Community Navigator Program: Select dates September-October in Washington – Workshops exploring how Indigenous tourism, healthy forests, community organizing, project development, and grant readiness can support Native communities.

Brand USA Travel Week: Sept. 28-Oct. 1 | Amsterdam – SWT attends this London-based show to conduct B2B meetings with international tour operators.

PLACES: Oct. 6-8 | Ellensburg, WA – Washington’s annual statewide conference focused on the continued care of place through historic preservation, placemaking, and economic vitality.

Arrival 360: Oct. 13-16 | Spokane, WA – Conference for tour operators, experiences, and attractions to connect, learn best practices, and share insights.

American Indigenous Tourism Conference: Oct. 19-22 | Tulalip, WA – A national conference dedicated to growing tourism in America’s Indigenous communities with high-level keynote speakers and sessions from top hospitality and tourism experts. SWT’s Matthew Ozuna will participate in a session about the Indigenous Tourism Support program.

ICORT | Oct. 19-21 | Moscow, ID – Annual event hosted by Visit Idaho welcoming recreation and tourism professionals in Eastern Washington for learning, networking, and collaboration.

Destinations International Business Operations Summit: Oct. 26-28 | Oklahoma City, OK – Gathering of DMO professionals in finance, human resources, operations, and technology.

NTA Travel Exchange: Nov. 15–18 | Tulsa, OK – Travel tradeshow featuring direct appointments between destinations and receptive operators.

IMM North America: Jan. 20-21, 2027 | New York City – TravMedia’s International Media Marketplace connects the travel industry with journalists, editors, influencers, and broadcasters.

Go West Summit: Feb. 28 – March 3, 2027 | Galveston, TX – Event focused on connecting western destinations, buyers, and suppliers from around the globe. Eligible first-time attendees can receive free promotional perks. Contact Lisa Kruse to learn more

Industry News Highlights

Are you a Destination Marketing Organization or other tourism industry stakeholder with noteworthy news to share? Send links to press releases and announcements to beth@stateofwatourism.com for possible inclusion in the newsletter.

State of Washington Tourism | stateofwatourism.com

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