Tourism has rebounded from Covid-19 in waves, the industry’s top local official said.

First came “revenge travel,” which involved people wanting to get out and go somewhere, anywhere, said Kevin Lewis, president and CEO of Visit Tri-Cities.

Then came the desire to make big trips, to travel far away, he said.

And “this year, I think the trend will be to kind of peel back a little bit. People are looking towards more immersive experiences, educational understanding, self-awareness – those kinds of travel experiences,” Lewis told the Tri-Cities Area Journal of Business.

‘We have stories to tell’

That’s good news for the greater Tri-Cities, which has plenty to offer in those categories.

“We’re a unique destination with an interesting and intriguing history,” Lewis said. “We have stories to tell. There are some great opportunities for us in that area.”

The hit film “Oppenheimer,” for example — which centers on J. Robert Oppenheimer, known as the “father of the atomic bomb” — sparked renewed national interest in the Manhattan Project and its sites, including the Hanford site north of Richland.

Tourist offerings tied to Hanford include the historic B Reactor, which is part of the Manhattan Project National Historical Park, and the Reach Museum in Richland.

“We took advantage of (“Oppenheimer”) and did some promotion,” Lewis said. “It wasn’t a massive spend, but the return on investment was about 100 to 1.”

The Tri-Cities area’s history and science heritage make up one of the “experience categories” that Lewis and his staff have identified as main local tourism drivers.

They’ve built their 2024 messaging around those categories, which also include wineries and vineyards; river recreation; events and entertainment; and sunshine and open spaces.

Lewis joined Visit Tri-Cities in late 2022 after working for years in tourism in Utah. He’s overseen a time of transformation for the organization, which now is up to full staff for the first time since about 2018. The organization has about 15 staffers.

They’re keeping plenty busy.

The Tri-Cities area, with its robust wine industry, signature events such as the annual hydroplane races on the Columbia River, sports tourism and more, draws about 3.7 million visitors annually, according to data from Visit Tri-Cities.

Those visitors spend nearly $600 million each year, creating more than 5,700 jobs and generating more than $74 million in local tax revenue, the organization said.

Across the country, travel demand was weaker last year, the organization said.

In the Tri-Cities, hotel occupancy was flat, but average hotel rates were up 7.4% and the area saw a 2.5% increase in total visitor trips, a 9.2% increase in new visitors, and a $161,436 increase in hotel tax revenues, according to data from Visit Tri-Cities.

Year-over-year increases in average daily rates and revenue per available room were among the best in the state, the Visit Tri-Cities data said.

Signature events

In addition to the existing Tri-Cities area activities and attractions, some big events are coming up this year, enticed by Lewis and his team.

Horseshoe pitchers will converge on the Toyota Center and the Toyota Arena this summer and in 2027 for the National Horseshoe Pitchers Association world tournament. And athletes will swim, bike and run in and around the Columbia River during the new Ironman 70.3 Washington Tri-Cities triathlon in 2024, 2025 and 2026.

The horseshoe world tournament is expected to bring in 800 to 1,000 pitchers, and the Ironman race will draw an estimated 2,500 athletes each year, plus 7,500 visitors, crews and support staff. That means millions in visitor spending.

“It’s fun to get these signature events because they do more than just bring (visitors) and revenue, they provide ‘street cred.’ When you host an event like that, people recognize that your community can pull off big things,” Lewis said.

Amateur sports continue to be the bread-and-butter of local tourism, with the area’s agreeable weather making the Tri-Cities the destination for tournament-style events such as the state high school cross country, baseball and fast-pitch softball championships.

Plenty of other events also are on the roster, including a Washington Society of Association Executives conference this year.

“These are the people who coordinate and organize conventions and meetings for different groups,” Lewis said, noting that an event like that brings with it the chance to showcase the community for future opportunities.

In terms of local tourism, that’s what the future is all about – showcasing the community, he said.

“We really have a unique gem in the Tri-Cities,” Lewis said. “There are so many things for people to experience. You’ll see it on the cover of our visitor guide, ‘Unexpected. Sometimes unimaginable’ – that’s a slogan we play off of. What you’ll find here is an experience that goes deeper and provides room for contemplation and consideration and also sheer recreation and enjoyment.”