Private promotion can work
Published 12:01 am Wednesday, September 21, 2011
While disheartening, it’s understandable why Washington holds the distinction of being the only state in the union to tell its tourism bureau to take a hike.
The Legislature’s action closed the department on July 1, saving $2 million as the state faced a $5.2 billion budget gap. The state’s
tourism website, www.experiencewa.com, is still up, which makes sense, as a quick guide to longtime attractions, like Pike Place market. But the tourism officials apparently left in a hurry; nowhere on the site does it say that the tourism department no longer exists. A link under “media inquiries” provides an email address to Washington Tourism Alliance, a private, nonprofit group that formed recently.
(In 2006, the state bureau received intense criticism for its $442,000, 18-months-in-the-making tourism slogan, “SayWa.” So this really is an opportunity for those who believe privatization of services is the smarter way to go.)
Promoting tourism is an investment in counties, cities and jobs that brings a concrete return, supporters say. Hence the quick creation of the Washington Tourism Alliance. Last year, travelers spent $15.2 billion, supporting 143,800 jobs, the Yakima Herald-Republic reported.
Seattle, which has its own Convention and Visitors Bureau, reports that in 2010, 9.3 million people spent $5.5 billion visiting the city and King County. (That still leaves billions for other destinations!) Other cities might think Seattle is content without a state tourism bureau, since it has its own, and people seemingly flock there even without any advertising.
But that would be wrong. Among the fledgling members of the new Washington Tourism Alliance are the Seattle Convention and Visitors Bureau and the Port of Seattle. The Spokane Regional Convention & Visitors Bureau is also on board. The group met last week in Yakima with about 30 representatives of hotels, chambers of commerces and wineries.
It’s good to see the Snohomish County Tourism Bureau also taking advantage of this natural alliance. The county has untapped potential in tourism, it would seem. And while Eastern Washington cities no doubt spend time pointing out ways they differ from the wet side, Snohomish County can tout its unique features, while also capitalizing on its proximity to Seattle.
The success of the Seattle Premium Outlets, located in Tulalip, and which caters mainly to visitors and tourists, is a prime example. So is Alderwood mall, which recently advertised in magazines the opening of the state’s first American Girl store in “Alderwood, Seattle.” “Whatever works” is a good mantra.
We’re urban. We’re rural. Come visit Snohomish County — we can be whatever you want us to be.
