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Industry Profile: Washington is Tailor-made for Tourism |
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Written On: March/April 2004 |
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Written By: By Paul Schlienz |
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Within Washington's 71,303 square miles is nearly every imaginable landscape and climate except tropical, humid subtropical and Mediterranean. The Cascades – no rounded, ancient Appalachians – but a young, rugged, snowcapped and volcanically-active range, gives Washington a split personality by blocking the Pacific’s moisture. The result is a wet and mild west side and a dry east side with more extremes in climate.
Cities with a full range of cultural attractions, peaceful islands, some of the wildest beaches in the Lower 48 states, desert canyons, and a wine region of growing importance and renown – these are a few of Washington’s many faces. Increasingly, this magnificent potpourri of beauty and diversions is attracting tourists.
The fourth largest industry in Washington, tourism has a big impact on the state’s economy. The evidence can be seen throughout the state.
Seattle, Washington’s largest city and the gateway for most tourists who arrive by plane, suffered badly due to the decline in commercial aviation following September 11. Seattle’s tourist industry, however, is on the rebound.
“2002 and 2003 were actually some of our best years,” said Vanessa Bloy, director of marketing for Argosy Cruises, whose boats cruise Seattle’s harbor and waterways. “We’re seeing friends and family visiting people in Seattle. Folks are driving or flying up from places like California, Texas and New York. We’ve also seen a lot of tourists from Japan.”
“Seattle is being seen as a destination for leisure travelers, business travelers and convention delegates,” said David Blandford, media relations director for the Seattle-King County Convention and Visitors Bureau. “We expect that trend will continue. In the future, we expect we will see year-over-year growth, as we did in the 1990s.”
Thirty miles south of Seattle is Tacoma, Washington’s second-largest city. A great port city in its own right, Tacoma is coming into its own as a tourist destination with museums, a convention center, an historic downtown and concerts in the Tacoma Dome.
“Most of our tourists come from other parts of Washington or even California,” said Erik Hanberg, marketing manager of the Tacoma Regional Convention and Visitor Bureau. “We have tourists who’ve been to Seattle many times, and it’s lost its excitement because they’ve seen everything. Then they come to Tacoma, and it’s a totally new experience for them.”
One of Tacoma’s advantages is its proximity to Mt. Rainier National Park, Washington’s most recognizable landmark and a top tourist attraction.
“I tell a lot of people who come to see Rainier about Tacoma,” Hanberg said. “Often they’ve been to Seattle, but don’t know anything about Tacoma. We try to get them to stay in Tacoma when they go to Mt. Rainier.”
Last year Mt. Rainier had approximately 2 million visitors. The park’s impact on Pierce County, which boasts 10,180 tourism-related jobs, is enormous. The park’s administration works closely with the surrounding communities to help them develop tourist-oriented businesses, such as bed and breakfasts, which augment the area’s traditional, forest-based economy.
“The majority of our visitors come from the Puget Sound area,” said Dave Uberuaga, superintendent of Mt. Rainier National Park. “Sixty-four percent of our tourists are from Washington. Six percent are international visitors, the Japanese being the largest group, the Germans the next largest, in addition to visitors from 25 other countries.”
Eastern Washington, the dry side of the Cascades, was once neglected by tourists. Thanks to an ascendant wine industry and clever marketing of the region’s great scenic and recreational attractions, this is no longer the case.
“A large number of tourists from Europe are now traveling to eastern Washington because of the wine industry,” said State Senator Paull Shin (D-Edmonds). “The connoisseurs of wine know what’s good, and our wine’s got an excellent reputation.”
Washington’s wine country stretches from Yakima to the Tri-Cities to Walla Walla. Ninety-nine percent of Washington’s vineyards are located in this region, although wineries, with opportunities for wine tasting, are found throughout the state. Two million people visited Washington’s wineries last year. Wine tourism’s total impact on Washington’s economy is approximately $18.9 million.
In the heart of the wine country are the Tri-Cities: Richland, Kennewick and Pasco. The Tri-Cities offer recreational opportunities, easy access to the Hanford Reach National Monument, and Washington’s sunniest climate. A convention center is under construction.
“Most of our tourists arrive by automobile,” said Kris Watkins, president of the Tri-Cities Visitor and Convention Bureau. “Larger cities have been hard hit by post-September 11 security concerns because they are dependent on air transportation. It’s gotten to the point where it’s easier to get in your car and head off for a getaway weekend. As a result, we have not felt the downturn the larger cities experienced.”
Although the state’s tourism agency, Washington State Business and Tourism Development, has been hampered by low levels of funding relative to other states, there is great interest in expanding Washington’s outreach to tourists.
Shin, who, as a legislator, has focused on encouraging tourism, believes Washington is in a good position to attract international visitors who love golf.
“To play an 18-hole course in Japan, green fees are $300,” Shin observed. “In Korea, it’s about $200. It’s cheaper for Asian golfers to come here for 10 days, pay the air and hotel fare, and play golf.”
Shin, however, worries that new Department of Homeland Security policies, which mandate fingerprinting for foreign visa holders, including South Koreans, may damage Washington’s ability to attract this crucial market.
“These new border policies are working in detriment to our economic interests in Washington,” said Shin, who believes Koreans might be more attracted to Canada, Australia, or New Zealand, which don’t require visas or fingerprinting for South Korean citizens.
Nevertheless, Shin remains optimistic about Washington’s potential as an international tourist destination.
“International tourists like unique places that are natural and pristine,” Shin concluded. “Washington not only has a beautiful landscape, but we also have activities like water sports and hunting. We have so much to offer.”
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