(The Center Square) — New data shows that tourism in Seattle is near pre-COVID-19 levels, but international tensions could halt progress on that front.
Visit Seattle, Seattle and King County’s destination marketing organization, reported that approximately 40 million visitors came to the city and King County in 2024, a 5.3% increase from 2023, a near full recovery from the pandemic.
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According to the data, these visitors spent a total of $8.8 billion, which is a 7.2% increase from 2023 and an 8% increase from 2019, generating $12.3 billion in total economic impact for the region in 2024.
As for state and local taxes, Visit Seattle reports that visitors generated $839 million in state and local taxes, a 6.2% increase from 2023 and an increase of less than 1% from 2019. This amounts to a tax offset of $904 for each King County household.
Despite the positive data from 2024, Visit Seattle officials are wary of international uncertainty related to President Donald Trump’s bellicose rhetoric and imposition of tariffs.
According to preliminary data, Canada is the top international market for Seattle and King County, with more than 1.7 million Canadians visiting the region in 2024, representing 4.3% of the 40 million total visitors. Canadian tourists spent an estimated $584 million in Seattle and King County last year, accounting for 6.6% of the region’s total visitor spending.
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In a statement on Thursday, Visit Seattle CEO Tammy Canavan said her team is closely monitoring “sentiment and opportunity” in response to the growing tension between Canada and the U.S.
Trump has spoken of making Canada America’s 51st state, which drew anger from Canadian leaders and citizens. That anger was further fueled by Trump levying 25% tariffs on automobiles and automobile parts, steel, aluminum and other goods imported from Canada.
Earlier this week, Vice President J.D. Vance made a joke regarding immigration enforcement in relation to visitors coming to the U.S. for the FIFA World Cup in 2026. Washington state leaders like Sen. Manka Dhingra, D-Redmond said his comments could deter international tourists from visiting Seattle and the U.S., as previously reported by The Center Square.
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Canavan still has high expectations for tourism when Seattle hosts FIFA World Cup matches next year with an estimated 750,000 visitors coming to the city to enjoy the most-watched sporting event in the world.
“We’re seizing this opportunity to capture interest from all over the globe, not just through the visitors who come here, but through the millions of people who will see our gorgeous city while watching the matches. We invite the world to experience Seattle,” Canavan said.