Tourists shelled out $10.6B in 2000

OLYMPIA -- Washington has experienced a decade of steady economic growth through tourism, but that trend could change.Travel spending in Washington reached a record level of $10.6 billion last year, continuing an increase of more than 5 percent annually since 1991. According to a study released last week by Washington State Tourism, state and local treasuries also gained more than an estimated $81.4 million in travel-related tax revenue for the year.

The state's tourism office also recently released an analysis of its consumer marketing program to measure the impact of its advertising on travel consumers. This study conducted by Longwoods International, a North American travel research firm, indicated that the economic growth trend is starting to top out, with a decline expected if levels of advertising remain the same.

The study indicated that Washington is starting to lose market share to regional competitors that are outspending the state.

"The problem is that we are over-reliant on in-state travelers and visits from friends and family for our tourism income," said Robin Pollard, the state tourism director. Less than half of tourist spending comes from visitors with no friend or family connections.

"Our job is to attract visitors who would not otherwise come here, and for this we need to compete with bigger marketing muscle," said Pollard.

Washington, at $3.8 million, ranks 44th against other state tourism budgets, far below the national average of $12.9 million.