HomeMy WebLinkAboutRole and operations of visitor information centersROLE AND OPERATIONS OF
VISITOR INFORMATION CENTERS
SURVEY RESULTS AS OF AUGUST 4, 2025
SURVEY
•Survey sent to 37 DMOs and
Chambers of Commerce
across WA, including those on
the Olympic Peninsula
•Responses (as of 8/5/25): 28
•Does the destination support
a physical VIC operation:
•Yes –23
•No -5
OTHER VIC SURVEY FINDINGS
•Location(s):
•18 report operating one location
•6 report operating multiple locations
•Operated by:
•9 are operated by the Destination Marketing Organization
•13 are operated by Chambers of Commerce
•Other: National Park Service (1); non-profit (1)
•Funding:
•All report receiving lodging tax funds for all or part of the VIC operation
•Additional funding sources: Chamber budget, membership dues, fundraisers, merchandise sales, grants
APPROXIMATE # OF VISITORS SERVED ANNUALLY
•20,000 –80,000 Visitors
•Leavenworth –80,000+
•Forks –78,000
•Port Angeles –55,000
•Seattle –49,000
•Bellevue –45,000
•Spokane –30,000
•San Juan Island –23,000
•Under 10,000 Visitors
•Bellingham/Whatcom -
9500
•Sequim –8500
•OP Gateway –7000*
•Greater Kitsap -2650
•Wenatchee -2400
•Lopez Island -2000
•Gig Harbor -2000
•Greater Kingston -400
•So. Kitsap -200
•10,000 – 20,000 Visitors
•Walla Walla – 12,000
•Lewis Clark Valley –
10,000
•Yakima – 10,000
QUESTION: Traffic to your VIC is: Growing (10); Constant (10); Shrinking (4)
WHAT DO THE VISITORS WANT MOST FROM THE VIC?
•Personalized travel advice (19)
•Print maps and brochures (20)
•Lodging / dining recommendations (16)
•Retail gifts / regional items (9)
•WiFi and digital travel resources (4)
•Other Comments:
•Local festival / event information
•Connection to local community – travelers
want to hear from locals
•Restroom
•Experience ideas (hikes, strolls, best view, etc.)
•Transportation to trail heads, bike rentals,
outfitters – group tour pickup
•A connection to our community & its people
•Trail conditions, attractions reservations, pass
and fire conditions
OTHER VIC SURVEY FINDINGS
•Any non-traditional VIC services implemented?
•Mobile welcome center
•Pop-ups: at markets, at festivals, at concerts, sporting events, seasonally
•Digital advertising on WSF
•Recreation trailhead ambassador program
•Given continued funding, do you expect to expand, maintain or reduce your VIC operations /
services in the future?
•Maintain – 12
•Expand – 11
•Reduce - 2
GENERAL COMMENTS
•Talk about future events, broaden understanding of destination, encourage repeat visit and/or longer stays
•Demographics 65+ seek VIC. It’s imperative to have the services
•We provide a valuable service to visitors. We get many who are not wanting anything digital
•Visitors especially appreciate the Scenic WA Road Maps and Road Trip book
•Valuable for guests getting a local perspective on travel times to destinations since region is so vast. Local
insights and recommendations valuable to visitors
•Looking to expand by adding a mobile element
•VICs are the front door to the community, and there are still a large number of visitors that want to stop in
and talk to experienced local experts
•Destination marketing focuses on bringing visitors TO the area; VICs focus on taking care of them once they
are here – including broadening their knowledge and activities