Item No. 8l supp
Meeting Date: March 14, 2023
International Tourism Marketing
CATIII Agreement with
State of Washington Tourism
Action Requested
• Approve $800,000 CATIII agreement for 2-year agreement with
State of Washington Tourism.
• All funds will be used for joint B2B international travel industry
marketing of the State of Washington, Seattle and Port
facilities.
• Seeking exemption from competitive process due to specific
abilities of SWT
2
Reestablishing the International Market
• Washington’s tourism economy will not fully recover until
international tourism fully recovers.
• International passengers still 24% below 2019 numbers.
• Increased competition from domestic and international
destinations.
• Support builds foundation for long-term success by enhancing
existing markets and activating new ones.
3
The Importance of International Visitors
• Longer visits to more destinations statewide
• More spending compared to domestic
• Visit during off-peak times – and weekdays
• Visit urban and rural areas
• Support non-stop SEA routes
4
• Direct flights to SEA
• ROI of B2B travel marketing
• Visitor profile (Time off, Disposable income, Responsible travel)
• Population
• Affinity for US travel
• Strength of cruise market
• Visa waiver status
5
Criteria for Priority Markets
Priority Markets
• UK & Ireland
• Germany
• Australia
• Asia
• France/Benelux
Strategy
Travel Trade
• Sales Missions
• Fam Tours
• Trainings
• Trade Shows
• Co-ops/Ads
• Activations
Travel Media
• Press Trip Hosting
• Conferences
• Outreach
• Activations
6
Partnership Priorities
• Establish foundational B2B trade and media efforts in Asia,
France/Benelux and the Nordics while elevating and enhancing efforts in
the UK, Australia and Germany.
• Educate the travel trade on Washington destination experiences,
itineraries and new content.
• Build relationships that create loyalty among travel trade, media and
other tourism producers.
• Inspire consumers to choose Washington as their vacation destination.
• Reflect the diversity and inclusivity of Washington throughout the
program of work.
7
Scope of Work
• Strategy and communication
• Regular meetings, shared strategy, establish metrics
• Shared in-market representation
• Ongoing foundational trade & media efforts
• All partners have access in each market
• Travel Trade & Sales Promotion
• Fams, missions, trade shows
• In-market activations
• Trainings and education
8
Budget Breakdown
2023
9
Without Approval With Approval
United Kingdom & Ireland $125,000 $180,000
Germany $60,000 $120,000
Australia $50,000 $110,000
Asia (Japan, Korea, China) $0 $75,000
France/Benelux $0 $75,000
Fams/Media/Trade Events $55,000 $130,000
TOTAL $290,000 $690,000
Note: The above totals will be further enhanced by Visit Seattle’s projected $1.175M international spend.
Conclusion
10
This agreement elevates the scope and effectiveness
of the Port/SWT partnership in the global tourism
market by strengthening the brand, reaching more
key markets, and driving vital international visitation
that helps benefit the Port, SEA Airport, SWT, and all
Washingtonians.
