Template revised April 12, 2018.
COMMISSION
AGENDA MEMORANDUM
Item No. 11a
BRIEFING ITEM Date of Meeting June 24, 2025
DATE: June 6, 2025
TO: Stephen P. Metruck, Executive Director
FROM: Nick Leonti, Director Tourism Development
Kelly Coughlin, Executive Director, SnoValley Chamber of Commerce
Kristin Dahl, President, Crosscurrent Collective
SUBJECT: SnoValley Responsible Tourism Project Briefing
EXECUTIVE SUMMARY
In May 2024, the Port executed a $50,000 (CAT 1) contract with the SnoValley Chamber of
Commerce to conduct foundational work regarding destination stewardship and responsible
tourism in the region. The contract’s scope of work was designed with direction/inspiration from
Commissioner Felleman to be centered around the official destination stewardship criteria set
forth by the Global Sustainable Tourism Council. The Port’s support helped SnoValley participate
in the state’s “Rural Tourism Support Program” facilitated by destination stewardship leaders
from Crosscurrent Collective and ensured community stakeholders, land managers, and the
Snoqualmie tribe were at the table during the corresponding workshops.
The program has reached the end of the Port’s initial investment and the SnoValley Chamber will
share with the commission the foundational work which was completed over the past year in
addition to outlining potential next steps for responsible tourism in the region.
The presentation includes potential “step 2” projects and suggests creating a new destination
management and marketing organization (DMO) for the Snoqualmie Valley region that uses
criteria from the Global Sustainable Tourism Council to steer its work, stopping short of pursuing
official GSTC assessment and/or certification.
The Port has not committed any funds to further work in the region, but may choose to support
projects in the future that align with its vision for responsible tourism.
BACKGROUND
Destinations across the state of Washington, like others globally, are engaged in defining a new,
more balanced vision of success for their tourism and outdoor recreation sectors. The Port of
Seattle, as a premier gateway to the Pacific Northwest and a key leader in tourism development,
COMMISSION AGENDA – Briefing Item No. 11a Page 2 of 3
Meeting Date: June 24, 2025
Template revised September 22, 2016.
supports these efforts statewide by helping to jumpstart mechanisms that further increase
tourism's positive impacts while minimizing its downsides.
Commissioner Fred Felleman and Port staff embarked on various outreach activities to identify
best practices in responsible tourism. By collaborating with leaders from local, state, and federal
tourism organizations—including tribal governments, businesses, and nonprofits—efforts have
focused on understanding and addressing the challenges of responsible outdoor recreation and
sustainable tourism. The desire to embrace and further destination stewardship efforts resulted
in Commissioner Felleman selecting a pilot project with the SnoValley Chamber of Commerce to
determine the tourism community’s capacity and vision to undertake responsible tourism
initiatives in the region.
Visitor-related economic activity contributes substantially to local businesses, creating jobs,
stimulating investment, and generating tax revenues that support essential community services.
The influx of tourists helps sustain small businesses, from local shops and restaurants to
recreational services and accommodations. It is crucial to develop a tourism framework that not
only attracts visitors but also protects the region's natural and cultural assets.
The Snoqualmie Valley is rich in natural and cultural resources, hosting popular nature-oriented
tourist sites and recreational areas. The foundational work the Port supported in SnoValley has
the long-term goal of positioning the destination as one that showcases its natural and cultural
offerings but also acts as a responsible steward committed to preserving what makes it an
attractive locale for visitors.
The Global Sustainable Tourism Council (GSTC) plays a pivotal role in promoting sustainable travel
and tourism worldwide by providing guidance and establishing criteria increasingly sought by
travelers worldwide. Though the GSTC does not certify destinations as sustainable, it accredits
organizations that conduct assessments based on its criteria, covering sustainable management,
socio-economic, cultural, and environmental sustainability.
The GSTC has also developed a Destination Stewardship Starter Kit to help organizations establish
foundational practices before pursuing formal assessment. The GSTC criteria acted as a north star
for the workshops conducted by the SnoValley steering committee.
Port funds supported the SnoValley Chamber’s participation in a series of workshops organized
by Kristin Dahl of Crosscurrent Collective that helped the steering committee determine a path
forward for responsible regional tourism growth. After the months-long program, the steering
committee was responsible for outlining a plan for the future. This includes developing a long-
term strategy, identifying potential next steps, and deciding if the destination will pursue official
GSTC assessment and certification.
COMMISSION AGENDA – Briefing Item No. 11a Page 3 of 3
Meeting Date: June 24, 2025
Template revised September 22, 2016.
ATTACHMENTS
(1) Snoqualmie Valley Tourism Workspace Summary Report
(2) Presentation
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
None
