Yakima Valley Tourism reports 2024 gains, plans ambassador training and expanded marketing

John Cooper, a representative of Yakima Valley Tourism, told the Board of Yakima County Commissioners on Feb. 18 that visitor-driven economic activity in 2024 showed gains and that the organization will launch a certified tourism ambassador training program in 2025.

Cooper said Yakima County had roughly 2.5 million visits in 2024, about 5,100 residents employed in travel and tourism, nearly $400,000,000 in visitor spending and roughly $52,000,000 in state and local taxes generated by visitors. "We've got over 5,100 residents who are employed in travel and tourism," Cooper said. "The visitors that come here, they spend close to $400,000,000 each year in visitor spending." He also said visitors account for more than half a million room nights in hotels, short-term rentals and lodges.

The nut graf: the presentation emphasized recovery from the pandemic, efforts to attract meetings and sporting events, and new workforce and marketing initiatives aimed at lengthening stays and increasing local spending.

Cooper told commissioners the Yakima Convention and Event Center saw a recovery in event activity: about 20% more event days, 23% more bookings and a 10% increase in attendance, though total attendance (about 79,000) remains below pre-pandemic levels. He said sports tourism remains important: the area now hosts 33 Washington Interscholastic Activities Association tournaments that together generate about 73,000 room nights and an estimated $68,000,000 in economic impact.

On earned media and outreach, Cooper said Yakima Valley Tourism secured about 97 features across online, print and broadcast outlets in 2024 and conducted direct outreach to roughly 139 tour operators and travel media. He credited a recent USA Today online contest, in which the valley was named the best wine region in America, with increasing visibility; the campaign used the contest's branding in follow-up promotions.

Cooper outlined new programs for 2025. The organization will pilot a certified "tourism ambassador" hospitality training program in April, with a public launch in May and a goal of at least 100 participants per year. "When they complete it, they get that gold little star…the certified tourism ambassador designation," Cooper said. He said the program is intended to improve front-line knowledge about local attractions so visitors are more likely to extend stays or return.

Other initiatives described included expanded visitor services (a new Union Gap outlet and pop-up booths, plus farmer's-market staffing), marketing beyond craft beverages to outdoor recreation and agritourism, targeted outreach to meeting planners, and participation in the Taste of Washington Grand Tasting in mid-March.

Commissioner McKinney and Commissioner Lindy both praised the presentation. "I just love how well rounded…it's not just focused on the wine," Commissioner McKinney said, adding that youth sports can bring repeat visits. "You your group just does an incredible job," McKinney said.

The presentation materials and an annual report were provided to the board for further detail.