State of Washington Tourism

What State of Washington Tourism does

State of Washington Tourism (SWT) is the official destination marketing organization for Washington State, operating as a 501(c)(6) nonprofit established by industry stakeholders in 2011 after the state legislature closed the prior tourism office and subsequently contracted by the state following 2018 enabling legislation signed by Governor Jay Inslee that established a 2:1 public-private matching fund program. The organization serves regional Destination Marketing Organizations (DMOs), chambers of commerce, port districts, tribal governments, and tourism businesses (hotels, attractions, tour operators) by providing statewide marketing coordination, research and data access, grant administration, cooperative marketing platforms, and destination development support.

Name

State of Washington Tourism

Legal name

State of Washington Tourism

Website

https://industry.stateofwatourism.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

State of Washington Tourism is a 501(c)(6) nonprofit destination marketing organization that promotes Washington State to visitors and provides research, grants, and cooperative marketing programs to regional DMOs, chambers, and tourism businesses.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Destination marketing services
• Tourism promotion programs
• Travel industry research
• Cooperative marketing platforms
• Tourism development grants

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Dues: 501(c)(6) organization funded through membership dues from tourism industry stakeholders including Basic Members ($500), Industry Accelerator Members ($2,000), and Corporate Sponsors ($10,000+)
2. Partnership Fees: DMO Partners and Community/Regional Organization Partners pay annual dues based on budget size ($1,000-$7,500)
3. Cooperative Marketing: Co-op platforms enable partners to pool resources for marketing campaigns and advertising opportunities
4. Advertising Revenue: Discounted advertising rates in SWT digital properties and publications for members
5. State Funding Administration: Procures and administers funds for state destination tourism marketing activities through public-private funding model established in 2018 legislation

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels13 records

Core offering

State of Washington Tourism operates as the official statewide destination marketing organization, delivering consumer-facing travel inspiration through StateOfWaTourism.com and the #TrueToNature campaign, while providing industry stakeholders with membership programs, cooperative marketing platforms, research data, destination development services, and competitive grant funding. The organization coordinates regional DMOs, administers public-private tourism marketing funds, and supports rural communities through dedicated development programs.

Product overview

State of Washington Tourism (SWT) operates as the official destination marketing organization for Washington State, functioning as a platform of marketing, research, and development programs rather than a traditional software product. The core offerings include the StateOfWaTourism.com consumer website, the #TrueToNature marketing campaign, the TREAD Map App (a recreation mobile application developed with Dharma Maps), and the Tourism Skillshop webinar series. SWT provides industry support through the Rural Tourism Support Program for rural communities, the Tourism Research Program with Tourism Economics data, grant programs, and the annual State of Washington Tourism Conference. Membership and Partnership programs offer tiered access to research tools, co-op marketing platforms, Travefy itinerary planning seats, Locl platform access, and advertising opportunities. The organization administers tourism awards recognizing industry excellence and operates with an industry-led 501(c)(6) structure established in 2018.

Differentiator

Problem solved

Functional benefit

Products and services

• StateOfWaTourism.com Consumer Website Consumer-facing dynamic travel resource for visitors offering statewide trip inspiration, regional and geographic resources, road-trip itinerary suggestions, and immersive maps.
• #TrueToNature Marketing Campaign Consumer marketing campaign focusing on transformative travel by highlighting real travel stories from visitors to destinations including Mount Rainier, North Cascades, Spokane, and the San Juan Islands, running across social, digital and traditional advertising channels.
• TREAD Map App Location-based mobile application providing real-time trail and recreational data, updates and advisories for hiking, mountain biking and horseback riding trails, developed in partnership with TREAD (a Wenatchee 501c3 nonprofit) and Dharma Maps (a Winthrop-based technology partner).
• Tourism Skillshop Webinar Series Free educational webinar series for tourism professionals featuring monthly topics or skills discussed with industry experts.
• State of Washington Tourism Conference Annual industry conference bringing together tourism professionals from across the state for presentations, panel discussions, networking, and awards ceremonies.
• Rural Tourism Support (RTS) Program Destination development program using a community-based approach to help rural communities develop actionable visions for regional tourism, facilitated by sustainable tourism expert Kristin Dahl of Crosscurrent Collective.
• Tourism Research Program Research services providing destination research reports, county data from Tourism Economics, and state and regional data from Datafy for industry stakeholders.
• Tourism Awards Program Annual awards recognizing excellence in tourism including Outstanding Marketing Campaign, Rising Star in Tourism, Destination Stewardship, and Tourism Hall of Leadership inductions.
• SWT Partnership Program Membership program for Destination Marketing Organizations and community associations providing access to research, co-op platforms, trade show partnerships, sales missions, and conference discounts, with tiered pricing from $1,000 to $7,500 based on organizational budget.
• SWT Membership Program Tiered membership program offering Basic Member ($500), Industry Accelerator Member ($2,000), and Corporate Sponsor ($10,000+) levels with benefits including advertising discounts, property listings, research access, and conference recognition.

Quantifiable outcome

• Tourism generates $2.6 billion in state and local tax revenue annually
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• Tourism EconomicscoreStrategic or Co-development Partner · 5 May 2025Continues partnership for annual economic impact analysis and research reports for the state.
• Tourism EconomicscoreStrategic or Co-development Partner · 6 November 2023National travel research firm compiling annual Economic Impacts of Visitors in Washington State report. Provides comprehensive data on visitor volume, expenditures, tax revenue, and employment impacts.
• Black DiamondcoreGTM or Marketing Partner · 1 August 2023London-based integrated communications agency managing PR, consumer, and travel trade activity in UK and Ireland. Strategy positions Washington beyond Seattle with focus on rural regions for slow travel and soft adventures.
• Port of SeattleflagshipStrategic or Co-development Partner · 5 October 2022Foundational support for Responsible Outdoor Travel Summit and ongoing partnership toward tourism industry recovery with strategic emphasis on responsible travel. Joint initiative for tourism promotion internationally.
• Crosscurrent Collective (Kristin Dahl)coreImplementation/ SI/ Consulting Partner · 11 November 2021Sustainable tourism expert and founder facilitating Rural Tourism Support Program using community-based progressive approach. Leads workshops to achieve short-term and long-term destination development goals.
• GreenRubinocoreGTM or Marketing Partner · 15 September 2021Award-winning creative marketing and public relations agency selected as PR partner after competitive RFP. Executing strategic travel publicity program including media relations, crisis communications, and media missions in designated domestic markets.
• TREAD (Trails, Recreation, Education, Advocacy, Development)coreTechnology or Integration · 8 June 2021Partnership to deploy TREAD Map App combining consumer-facing location-based app with real-time trail and recreational data. TREAD is a Wenatchee 501c3 nonprofit connecting those who use public lands. The app provides comprehensive recreation maps, safety alerts, and allows land managers to monitor recreationist flow.
• Dharma MapscoreTechnology or Integration · 8 June 2021Technology partner for TREAD Map App development. Winthrop-based company created the collaborative platform for recreationists and land managers. CEO Marc Rothmyer leads the development of the hyper-local platform.
• Tri-County Economic Development District (TEDD)coreStrategic or Co-development PartnerInaugural Rural Tourism Support Program partner in Northeastern Washington. Led by Shelly Stevens, director of regional marketing, focusing on Ferry, Stevens and Pend Oreille Counties.
• Visit Walla WallacoreChannel Partner/ Reseller/ DistributorLead organization for Walla Walla region in Rural Tourism Support Program, representing Walla Walla County and surrounding areas.
• SnoValley Chamber of CommercecoreChannel Partner/ Reseller/ DistributorLeadership role in Snoqualmie Valley Rural Tourism Support Program, bringing together local tourism stakeholders.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Travel Portland: Portland's regional DMO with a comparable consumer marketing function, partnership tiers, and travel trade activity. Relevant comparable for staff pedigree (Director of Marketing Michelle Thana previously served at Travel Portland).
• Visit Seattle: Seattle's regional DMO and primary city-level partner within SWT's network. Operates a comparable membership/partnership model for a single urban destination within Washington's broader tourism ecosystem.
• Travel Oregon: Oregon's official state destination marketing organization with a comparable public-private funding model, regional DMO network, and consumer-facing brand campaign. Closest geographic and structural peer to SWT.
• Visit Colorado: Colorado's official tourism office under the Colorado Tourism Office, with a similar DMO/partnership model, statewide brand campaign, and travel trade program. Closely comparable Western U.S. state tourism peer.
• Visit Vancouver USA: A regional DMO in southwest Washington within SWT's network. Operates a similar DMO Partner tier and membership structure; relevant comparable given Michelle Thana's prior tenure as Director of Marketing.

Broad incumbents

• Visit California: California's statewide DMO with a much larger budget, international marketing footprint, and dedicated research program. Comparable industry programs and partnership structures, but materially larger scale.
• Brand USA: The national destination marketing organization for the United States, focused on international inbound travel. SWT partners with Brand USA for international co-op programs and faces Brand USA as a federal-level counterpart.
• Destinations International: The industry trade association for destination marketing organizations globally. Shares SWT's DMO advocacy, education, and standards mission across a multi-vertical member base.
• US Travel Association: National industry association representing all components of the U.S. travel industry. Indirect peer via shared advocacy, research, and policy alignment mission at the federal level.

Others

• Tourism Economics: National travel research firm and current SWT research partner producing the annual Economic Impacts of Visitors in Washington State report. Adjacent enabling peer rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/TheStateOfWa
• Facebookfacebook.com/StateOfWATourism
• LinkedInlinkedin.com/company/4759752
• Instagraminstagram.com/stateofwa
• TikToktiktok.com/@stateofwatourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about State of Washington Tourism