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Tourism Development Essential to State’s Future |
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Written On: March/April 2004 |
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Written By: By Paul Schlienz |
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Washington’s potential as a tourism mecca is rivaled by few destinations on Earth.
“Washington is a jewel,” said Peter McMillin, director of Washington State Business and Tourism Development, a division of the state’s Department of Community, Trade and Economic Development. “It is so unusual. It is unlike any spot in the world.”
Smaller in area than any western state other than Hawaii, Washington has bustling cities and placid countryside, stark desert and lush forest, snowcapped mountains and a stunning seashore. With such amenities in a relatively compact area, it is no surprise that tourism is Washington’s fourth largest industry after high-tech, aerospace and agriculture. Indeed, over 139,000 Washingtonians make their living from the tourist trade.
“In 2002, the travel and tourism industry contributed $11 billion in spending to Washington’s economy,” said Jan Simon, executive vice president of the Washington State Hotel and Lodging Association. “More than 26,000 businesses comprise the state’s travel industry, and 94 percent of them are considered small businesses by the state since they have fewer than 50 employees.
“The top 10 counties with the highest number of travel-generated jobs are in rural areas. Two of every $5 spent on travel spent on travel is spent in rural communities and medium-sized urban areas.
“All together, the industry contributes an estimated $569 million in state taxes and $191 million in local taxes.”
Fifty-three percent of Washington’s tourists are from Washington. California, Oregon, British Columbia and the other western states provide the lion’s share of Washington’s out-of-state tourists, but Washington’s reputation has spread internationally. Citizens of Japan and other Asian countries, Germany, the United Kingdom, Belgium, Luxembourg, the Netherlands and Mexico are increasingly discovering Washington’s charms.
In the wake of the September 11, 2001 attacks, travel, especially by air, declined throughout the world. Washington’s tourist industry, already affected by a deepening recession, was badly hit. Nevertheless, tourism in Washington has shown remarkable resilience.
“Given some of the issues we’ve had to deal with in the recent past, Washington’s tourist industry has been fairly strong,” McMillin observed. “There have been some concerns with whether we were going to come out the back end with some of these challenges in worse shape, but I don’t think that’s happened.”
While tourism has rebounded in Washington since 2001, McMillan does not believe it has reached its potential. While his office has worked hard to promote the state’s tourist appeal through such means as the www.ExperienceWashington.com website, its funds have been limited in comparison to Washington’s main tourist competition – the other western states.
“Washington spends $3.7 million per year on tourism promotion,” McMillin stated. “Among the 13 western states, we’re number 13 in the amount we spend on tourism promotion. In comparison, Texas spends $18.6 million, California and New Mexico both spend $8.4 million. Going down the ladder, Idaho spends $5.7 million and Oregon just topped us in a big way with an additional one percent from its hotel and lodging tax, potentially bringing its spending up to $6 million. Between Oregon and Washington is Utah with annual spending at $4.4 million.”
“Nationally, Washington ranks from number 44 to 45 in its tourism spending, depending on where California’s at. It doesn’t really waver from that low level.”
Intelligent investment in tourist development builds a higher profile for a state in the competitive travel market. Big-spending Texas has funded nationally-televised tourism advertisements, as has California. Virginia and New York have cleverly advertised themselves on bumper stickers.
“If you’re not aggressively out there at trade shows or advertising in the right publications, you’re going to have another state doing that, and they’re going to get that fair share of the business,” observed Kris Watkins, president of the Tri-Cities Visitor and Convention Bureau.
“Any extra promotion and any extra advertising for the state would be good,” said Vanessa Bloy, director of marketing at Seattle’s Argosy Cruises, well known for its boat tours of Puget Sound and Lake Washington. “More marketing would bring in more tourists and really stir the economy.”
“I think spending to encourage tourism brings a good return for its investment,” said State Senator Ken Jacobsen (D-Seattle). “We could be doing much better in reaching potential tourists. I think we have a lot of unrealized potential. If we had a revenue stream dedicated to developing tourism, I think that would be a good way to go.”
While there is widespread interest in expanding Washington’s tourism outreach, there is little likelihood that legislation authorizing increased funding for Washington State Business and Tourism Development will emerge during the short 2004 legislative session.
Despite Washington’s relatively low level of funding for the state’s tourism outreach, Washington State Business and Tourism Development receives high praise for its marketing efforts.
“I have no complaints with the staff at Washington State Business and Tourism Development,” Watkins said. “I believe they do the best job possible with the financial resources they have available.”
Private industry has also contributed to the state’s efforts to attract tourists. Especially notable is the Washington State Hotel and Lodging Association’s annual publication of 400,000 copies of a state visitor’s guide, which is distributed in cooperation with Washington State Business and Tourism Development. The state tourism office receives the guide at no cost.
Even with their limited funding, McMillin and his staff soldier on.
“The tourism industry has managed to come through a difficult couple of years,’ McMillin said. “We’re in a relatively good position. We, at the state level, continue to work with our partners, the tourism industry and various trade associations, to strengthen our position. The state continues to be the chief marketer for all segments within the tourist sector of the economy. Tourism is a targeted sector along with aerospace and others.
“In order to be an effective marketer, we are looking at different media and driving people to the website to get complete information on the destinations that Washington offers. It is a top priority of the state to continue these efforts.”
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