Yakima Valley Garners Media Exposure

July 15, 2015

One of our roles at Yakima Valley Tourism is to court, host and tour lifestyle and travel media to Yakima and the Valley. We’ve had a busy time of late, and here are just a few of the results from our efforts:

For a complete look at the media Yakima and the Yakima Valley have received in recent months, check our Media Page on our website.

Yakima Valley Tourism Launches “Bring It Home” Campaign

March 12, 2015

bringItHomeYakima-logoConcepts3Yakima Valley Tourism has launched a campaign to bring more convention and group business to Yakima. “Bring It Home Yakima” is aimed at getting local citizens and groups to invite, attract and host their state and regional events in Yakima.

“Often it takes local people who are involved in their trade and personal interest groups to help bring their conferences to town,” stated John Cooper, President  & CEO of Yakima Valley Tourism. “This campaign is designed to encourage and help them to do just that.”

Cooper cites there are many groups and organizations that local residents belong to including trade and professional associations, sporting groups plus hobby, religious, military and fraternal organizations. “All of them have meetings, tourneys and events so let’s bring them to Yakima,” he stated.

To assist residents in this effort, Yakima Valley Tourism has built a website www.BringItHomeYakima.com  that contains resources, assistance provided by the organization and a simple form for people to fill out to be contacted. “Just let us know what groups you’re involved in and we’ll be in touch to see how together we can bring their events to town,” Cooper stated.

2015 Yakima Valley Travel Guide Released

March 3, 2015

2015 Travel Guide CoverThe 2015 Yakima Valley Official Travel Guide™ has been released and is proving to be very popular. The full-color, 64-page guide covers the communities, events and attractions in the Yakima Valley area, from Red Mountain to White Pass. It is the official visitors guide for the region and a free publication of Yakima Valley Tourism.

The publisher and writer for the guide this year is Marcus Yearout of VGP Destination Marketing, who was born and raised in Wapato, WA.  “Marcus was able to give a personal view of the Valley and has a great storytelling style of writing,” stated John Cooper, President & CEO of Yakima Valley Tourism.

The guide includes information on the area’s wineries and craft beverages, produce stands and farmer’s markets, local heritage, festivals, outdoor adventure, dining, lodging, museums, entertainment, shopping and relocation.

To receive a free issue of the 2015 Yakima Valley Official Travel Guide™ Yakima Valley Tourism asks locals residents to stop by the Yakima Valley Visitor Information Center at 101 North Fair Avenue, off Interstate 82 in Yakima. Out of town folks can order a guide to be mailed by calling toll free (800) 221-0751 or by e-mail info@yakimavalleytourism.com . A digital version of the travel guide can be viewed at this link.

Yakima Valley Tourism Awarded 2015 Tourism Champion by the Washington State Wine Commission

January 27, 2015

WSWA 2015 Black LogoWashington State Wine awarded Yakima Valley Tourism the 2015 Tourism Champion of the Year at the Washington State Wine Awards in Seattle Monday January 26th.

“We are honored to be recognized as Tourism Champion of the Year,” said John Cooper, President & CEO of Yakima Valley Tourism. “The team at Yakima Valley Tourism works hard to elevate wine tourism for the Yakima Valley and to champion our exceptional wine industry.”

Started in 2002, the awards recognize industry leaders that exhibit strong support of Washington wines and high professional standards in wine service and promotion. According to Washington State Wine, the Washington State Restaurant, Retailer and Tourism Champion of the Year are the most prestigious awards, recognizing industry leaders who show the strongest support for Washington State wine. More than 130 nominations were received for the 2015 awards.

“The winners of the Washington State Wine Awards perform a vital role in shaping Washington State as both a favored destination and a favored home for those who enjoy premium wines with superior quality,” said Steve Warner, President of Washington State Wine.

The 15 businesses and individuals recognized as leaders by the Washington State Wine Awards will be featured in a full-page ad in eight key publications and media outlets: Food & Wine, Travel &Leisure, Town & Country, Seattle Met, Elle Décor, Real Simple, Sip Northwest, SeattleTimes.com as the 2015 Washington State Wine Tour Guide.

Yakima Valley Tourism is the official destination marketing organization for Yakima and the Yakima Valley. A non-profit organization, the mission of Yakima Valley Tourism is to stimulate economic development by marketing the Yakima Valley for conventions, groups and leisure travel.

Washington State Wine (also known as the Washington State Wine Commission) represents every licensed winery and wine grape grower in Washington State. Guided by an appointed board, the commission provides a marketing platform to raise positive awareness of the Washington State wine industry and generate greater demand for its wines.

Ten Travel and Tourism Trends for 2015

November 25, 2014

Sharing a column our CEO wrote today:

Thanksgiving is here.  It’s just a matter of time before we usher in a new year.  So what does 2015 hold for travel and tourism? Here are ten trends that I believe will influence travel and tourism next year.

  1. Unplugged travel: Lonely Planet recently released a number of predictions on the future of travel.  They believe the pressures of modern life will cause growth in ‘unplugged travel’. People will seek places that deliberately have no emails or mobile device access,  so that ‘guests can immerse themselves in their destination and truly forget about work and everyday life.’
  2. Crowded Planes: The Air Transport Action Group (ATAG) forecasts that 6.6 billion passengers will fly worldwide by 2032, growing an average of 4.4% annually from 2014 onward. Bottom line: Crowded planes, especially on popular routes.
  3. Growth in Culinary Travel: It’s been a trend for awhile but research validates that food and beverage activities do influence travel decisions. Mandala Research surveyed Americans in 2013 and found that three quarters of all leisure travelers (131 million people) can be classified as culinary travelers, having participated in culinary activities within the past three years.  Expect more interest in culinary travel and new products to tap into this travel trend, like the New Mexico Breakfast Burrito Byway or the Yakima Valley Spirits and Hops Trail.
  4. Sleeping will cost you more: Hotel rates and occupancy levels will be higher due to demand and a stronger economy, especially in large cities and at upscale hotels. Experts advise doing your homework to find deals and booking early. Another option is to gamble on last minute deals through online lodging websites.
  5. Go Local: The rapid rise of the ‘sharing economy’ through venues like Airbnb.com, EatWith.com, Uber and other grass roots based travel providers will proliferate in the coming year(s).
  6. Meetings Coming On Strong: The meetings and convention industry will experience continued growth in 2015. According to American Express Meetings & Events 2015 Global Meetings Forecast, meetings will play a critical role in growing the tourism economy next year.
  7. Going mobile: Almost 25% of all travel bookings in the US will be done via smartphones in 2015. Mobile friendly travel apps and the growth in virtually everything being done on mobile devices have given rise to this trend. It’s not going to slow down either.
  8. Blurred Lines: Top of the Lonely Planet list of trends is that travel will become ‘fully integrated into our lives as opposed to a special event.’ This is encouraging as travel enriches in ways that no other activity can. Travelers are blending their interests when traveling. Trips that focus on the environment, sports, or spa/health will see growth in 2015.
  9. More bang for the buck: Leisure travelers want value and quality. This doesn’t always mean rock bottom pricing, but other aspects such as unique location,  quality service, new amenities and convenience are important.
  10. Sustainability. Sustainability in travel has been around for years, but consumers are driving companies and destinations to embrace more earth friendly practices. Hotels are not only reducing water and chemical use but also employing other sustainable practices including LED lighting and in-room recycling programs. Restaurants are sourcing local ingredients and products. Rental car companies offer more hybrid vehicles.

So those are my top ten travel trends to watch in 2015. Wherever you travel, enjoy the journey and cherish the memories.

John Cooper

Yakima Valley Tourism Selects Firm to Produce Official Visitors Guide

August 29, 2014

Yakima Valley Tourism President & CEO John Cooper announced today that Visitors Guide Publications (VGP Destination Marketing) has been chosen to publish the 2015 edition of the Yakima Valley Official Visitors Guide™.

“VGP Destination Marketing has a long-standing and excellent reputation within the travel and tourism industry throughout Washington State,” Cooper stated in announcing the selection. “We are excited to have them work with us to produce this important marketing piece.”

VGP Destination Marketing owner Marcus Yearout is a graduate of Wapato High School and has deep family roots in the Yakima Valley. Yearout is also a former employee of the Yakima Herald-Republic.

“This is a great opportunity to come home and search out compelling stories that will create interest in the Yakima Valley as a travel destination,” VGP Destination Marketing owner Marcus Yearout commented. “We wholeheartedly share Yakima Valley Tourism’s enthusiasm for this project and are anxious to get started.”  VGP Destination Marketing began publishing visitor guides for communities throughout Washington State in 1990, having won numerous awards for excellence from Washington State Tourism. They published Experience Washington, the state’s official travel planner and assisted in content development for the tourism website, experiencewa.com from 2008-2011.

VGP currently publishes the Washington State Scenic Byways & Road Trips pocket guide and a companion fold out road map both highlighting the state’s 29 officially designated scenic byways as well as the travel planning website, ScenicWA.com.

VGP Destination marketing can be reached at 800-

Washington Wine Flies Free On Alaska Air Program Extended

June 26, 2014

Taste and Tote Wine Flies Free on Alaska AirWashington Wine Country recently negotiated a two year extension of the popular Taste and Tote program with Alaska Air. The program allows passengers departing from Yakima, Pasco or Walla Walla airports to check a case of properly packaged wine on their Alaska Air flight home. Other benefits include waived drop off fees and discounts from Hertz Rent A Car and waived tasting fees at nearly 200 wineries.

“This has been a great program to further develop wine tourism in the region,” stated John Cooper, President & CEO of Yakima Valley Tourism and lead coordinator for the program. “Dozens of cases of wine are flying home each week from Yakima alone, providing local wineries with new business opportunities.”  Cooper also hopes that as the program grows, more people will use Alaska/Horizon Air service to and from Yakima for their travel, which could result in more air service for the community.

Starting July 1st, passengers must be members of Alaska Airlines Mileage Plan to take advantage of the wine flies free program. Passengers can sign up at no charge by clicking here or at the ticket counter at the three airports. For complete details visit the Taste and Tote Program Details page.

Washington Wine Country is an alliance of the Yakima Valley Tourism, Tri Cities Visitor & Convention Bureau and Tourism Walla Walla. Washington Wine Country is a non-profit organization dedicated to promoting wine-related tourism and economic vitality by fostering regional partnerships throughout the celebrated wine growing region of Eastern Washington, where 99 percent of Washington State’s wine grapes are grown.


Yakima Valley National Travel and Tourism Week

April 30, 2014

NTTW14_V_4C_jpegMay 3-11 is National Travel and Tourism Week, when across America, the tourism industry celebrates the role travel plays in the economy and their communities.

As a kick off to the celebration, on April 30th Yakima Valley Tourism hosted their tourism awards luncheon at the Yakima Convention Center, with 200 business and civic leaders in attendance. Bale Breaker Brewery was presented Tourism Business of the Year for their unique brewery operation in a working hop field and the media attention they have garnered since they opened in April 2013. John Baule, Director of the Yakima Valley Museum, was recognized as Tourism Person of the Year for his past and present efforts to enhance Yakima as a destination and his service to numerous arts and community organizations.

Tourism is a big industry for Yakima County. Travelers in 2013 spent $359 million in the county, which is up 4.7% since 2008 when the national economy entered a recession. “With the exception of a slight dip in 2010, travel and tourism grew each year for the past five years,” stated John Cooper, President & CEO of Yakima Valley Tourism. “That’s a testament to the strength and endurance of this industry in our region, even during economic downturns.”

There are 3,530 people employed in tourism in Yakima County. Visitors generate around $24 million a year in state and local taxes, which Cooper points out goes towards public services enjoyed by local residents including police, fire, parks and roads.

The U.S. Travel Association (U.S.T.A.) has developed a campaign called the Travel Effect, which illustrates the impact travel and tourism has on our lives, businesses and local, state and national economies.

According to U.S.T.A., travel supports 15 million jobs across the nation. The workforce includes workers in the transportation, hotel, restaurant, attraction and retail sectors. In addition, travel and tourism supports employees in other industry sectors such as construction, manufacturing and finance.

U.S.T.A .reports that travel also promotes physical and physiological health and improves workplace productivity. In 2013, the average U.S. employee skipped 3.2 days of paid time off. According to a recent study, if workers used all of their available paid time off, the U.S. economy would gain $160 billion in additional annual business sales, which would support 1.2 million new jobs and generate $21 billion in new annual tax revenues.


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