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Quarter-EndRecap

Kelly Saling Headshot

Dear Visit Seattle Members,

Strong Q2 production now has us positioned at 52.6% of our 2026 combined SCC and self-contained contracted room night goal. We have booked 274,915 room nights toward the 460,000-room-night SCC goal. It is an encouraging position to be at 60% to SCC goal at mid-year.

2027 Tactics

2027 remains a critical focus for both SCC and self-contained business as we work to rebuild pace and strengthen the booking position following the cancellation of 53,000 room nights across several SCC programs.

  • We have shared availability calendars with Marriott, Hyatt, Hilton, and Accor global and national sales teams to drive awareness and identify opportunities.
  • To provide an additional layer of support and engagement, we have connected both the Visit Seattle and Seattle Convention Center CEOs with key customers for programs we are actively pursuing. We have also increased Business Development Fund investments for these opportunities.
  • We reviewed business lost from the dates impacted by canceled programs and proactively solicited opportunities still in the market. While this effort has not yet produced a 2027 booking, it did help secure Subaru for 2028.
  • The self-contained incentive program has been expanded to include 2027 need periods, specifically January–March and November–December, whereas it was previously limited to 2025 and 2026.
  • We have enhanced marketing campaigns through Cvent, ConferenceDirect, and Maritz, and developed targeted promotions specifically for ConferenceDirect and Maritz opportunities.
  • We created a gift and collateral package highlighting need dates, including 2027 availability, and are distributing it to targeted West Coast corporate prospects that typically book within an 18-month window. Outreach includes both end users and select intermediaries, such as BCD, Streamline, and CWT.
  • We have increased investment in targeted social media campaigns aimed at attendees of select definite 2027 SCC conventions occurring during need periods, where strong attendee performance is critical to overall event success.

 

FIFA World Cup 2026TM

It’s hard to believe that after years of planning, the FIFA World Cup matches in Seattle have now come to an end.

I couldn’t be prouder of how our city welcomed the world. We introduced Seattle to a new audience of potential visitors, reminded past visitors of what makes our destination special, and reinforced for many others that Seattle is a premier destination and truly world-class city.

For our hotel community, the immediate results produced both peaks and valleys, as detailed in the Hotel Performance section below. The most notable peak occurred on June 18, the night before the USMNT vs AUS match, when Seattle set a new single-day hotel revenue record, surpassing the previous mark established in July 2023 during a weekend that featured a Taylor Swift concert, a Seattle Mariners vs. Toronto Blue Jays series, multiple other concerts, and two citywide conventions. That day, combined with match-day performance, drove nearly 40% year-over-year revenue growth for the week.

Having the USMNT advance to our last match on July 6 gave us the opportunity to end on a high note with a final celebration of the tournament’s time in Seattle. Hotel performance didn’t quite match the metrics of the first game but still drove great results with ADR on July 6 at $400 and RevPAR for July 5 and 6 up by 41% over last year. July 6 hotel revenue of $5.9M ranks as the 5th highest day of all time for Downtown.

Throughout the tournament, hotel occupancy was strongest on the night preceding a match and on match day itself, while occupancy on the intervening nights lagged year-over-year performance.

We will have a more complete understanding of the tournament’s full economic impact in the months ahead as additional data becomes available.

As has always been Visit Seattle’s primary focus, the value of the exposure Seattle received during its 22 days on the global stage is irreplaceable. Millions of fans around the world tuned into matches and saw our city at its best—inside the stadium through the energy and passion of our fans and outside through stunning views of Mount Rainier and Puget Sound, vibrant neighborhoods, and Seattle’s welcoming spirit.

The media coverage reflected that story. Seattle earned praise from leading national and international outlets, including The New York Times, Sports Illustrated, BBC, Reuters, ABC News, and TIME, among many others.

We also demonstrated Seattle’s spirit of innovation through the introduction of the world’s first drone scoreboard at Seattle Center. The drone show transformed the Seattle skyline into a global stage, combining cutting-edge technology with storytelling to create a memorable fan experience that captivated audiences both in person and online. The activation generated more than 700 million media impressions worldwide, extending Seattle’s reach far beyond the venue, earning widespread attention, and serving as a powerful invitation for future visitors to experience the region for themselves.

A night sky in Seattle with green drones forming the words "See you soon - Emily" near the Space Needle, as people watch from a grassy park.A crowd watches drones form a US flag and score “2-0” in the night sky near the Space Needle. People are taking photos and videos of the light show.

For the hundreds of thousands of visitors who experienced Seattle firsthand, whether they traveled from San Diego or Sydney, the tournament created lasting impressions of our city. Those visitors will return home and share their experiences, helping drive future visitations to Seattle’s neighborhoods, hotels, attractions, restaurants, and small businesses for years to come.

Congratulations, Seattle.

 

Sincerely,

A black ink, cursive signature that reads "Kelly Salling" on a white background.

Kelly Saling
EVP, Sales & Marketing and Chief Business Officer
Visit Seattle

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BOOKING UPDATE // SALES TRAVEL & ACTIVITIES // MARKETING & PR UPDATES // CONVENTION SERVICES UPDATES // REPORTS

Hotel Results

Q2 saw the expected increase in demand over Q1, but the standard month-over-month occupancy growth within the quarter was disrupted by FIFA World Cup™ in June. May’s occupancy finished just over 78% and June’s finished at 77% (down 8% YOY). While hosting matches in Seattle displaced traditional summer demand for both transient and group, the demand the tournament brought to the city was less price sensitive. June’s ADR growth of 14% was enough to offset the occupancy decline and result in RevPAR increasing 5%. This meant that all three months in the quarter saw RevPAR growth over 2025 (although May was up less than 1%).

From a convention standpoint, Q2 had a similar number of contracted room nights to Q2 2025 (83K vs. 82K). April was flat and May’s significant increase was offset by June’s big decrease. June’s decrease was due to FIFA World Cup™ as hotels either had room blocks committed to the tournament or preferred waiting for the anticipated transient demand.

April’s calendar was kicked off by Sakura-Con over Easter weekend and then filled with association groups the remaining weeks. Those groups included American Association of Community Colleges, Association to Advance Collegiate Schools of Business, Society of Breast Imaging, Alliance for Academic Internal Medicine, American Medical Society for Sports Medicine, Society for the Advancement of Material and Process Engineering, and American Society of Breast Surgeons. May’s calendar was anchored in the first half of the month by corporate groups while the second half of the month featured association groups such as Electrochemical Society, Washington State Dental Association, and Academy Health. June’s tournament-impacted calendar featured one significant group: American College of Veterinary Internal Medicine.

In total, there were 18 national groups at the Seattle Convention Center in Q2. 11 took place at Summit, five took place at Arch, and two used portions of both buildings.

As mentioned previously, each month in the quarter saw RevPAR gains YOY. The modest growth in April and May was driven by the group segment thanks in part to the Seattle Convention Center business listed above. The YOY growth experienced in June, although the largest of the quarter, was below expectations. The highs of the month set all-time daily marks for ADR and revenue, but the tournament’s displacement caused valleys between the peaks that limited the overall growth of the month.

 

Occupancy
2026 2025 Var to 2025
April 72% 72% 0%
May 78% 78% 1%
June 77% 84% -8%

 

ADR
2026 2025 Var to 2025
April $205 $202 1%
May $238 $240 -1%
June $311 $273 14%

 

RevPAR
2026 2025 Var to 2025
April $148 $146 2%
May $186 $186 0%
June $240 $228 5%

Written by Peter Andersen, Senior Director, Convention Strategy

 

Travel Industry Updates

This monthly report and summary provides our partner business and industry colleagues with valuable data and insights that illustrate destination performance in an easily digestible format. Reports and analyses produced in partnership with Tourism Economics include convention booking and lodging performance data, in addition to other key metrics.

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Booking Update

Table showing 2026 definite and tentative room night bookings for SCC and self-contained types, with progress to goals, percentages, estimated lodging tax YTD, and totals highlighted in blue and green rows.

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April, May, June 2026 Sales Travel & Activities

The image shows the logo for "ELX" with the text "EVENT LEADERS EXCHANGE" below. The "X" in "ELX" is colored blue and green, while the other letters are in dark blue.

ELX Customer Event | Seattle, WA

April 8

Visit Seattle Representatives: Tammy Canavan, Chris Connelly

Visit Seattle participated in an ELX Customer Event alongside 4 other DMOs on April 8th. ELX provided local Corporate customers, including several new groups who have never met in Seattle.

While in town, we conducted Sales Calls with Macquarie and the Christian Congregation of Jehovah’s Witnesses, who ultimately confirmed their Annual Convention in Seattle for August 2027. Visit Seattle CEO Tammy Canavan and Visit Seattle’s Past Board Chair Callette Nielsen joined for the ELX event and sales calls.

Written by Chris Connelly, Senior Director of Sales

A large group of people pose, smiling, in front of a white wall with a "Destination Celebration" logo. They stand around a bar in a bright event space, with string lights above. Event branding and date appear at the bottom.
Seven women stand smiling in front of a wall with the Ewald Consulting logo. They are dressed in business casual attire and standing closely together in an office setting.

Great Lakes Sales Calls Citywide & In-House | Minneapolis, MN

April 13-15

Visit Seattle Representatives: Jacqueline Bennifield, Katie Bender

The Q2 Great Lakes sales trip to Minneapolis combined two-and-a-half days of customer-focused Seattle events, sales calls, and a group lunch, culminating in the main event: Destination Celebration Minneapolis.

On Monday, Visit Seattle hosted two jewelry-making classes: a lunch session for HelmsBriscoe and a dinner session that gathered a diverse mix of meeting planners from prominent organizations including Association of Asphalt Paving Technologies, Land O’Lakes, National Association for Research in Science Teaching, The Scientific Societies, and ConferenceDirect.

Each session provided an optimal, collaborative environment to network, discuss future business, and strengthen relationships while bonding over a shared creative activity.

On Tuesday, we had a full day of greeting customers, starting with a quick coffee meetup with Dorsey Company. In the afternoon, we hosted a well-received and highly productive lunch for five members from the Prestige Global Meetings.

Tuesday evening featured the main event, Destination Celebration, which included 43 DMOs as exhibitors and 56 meeting planners from the greater Minneapolis area. The event was a lively, three-hour reception where planners were highly engaged—eager to praise their past experiences meeting in Seattle or enthusiastic to learn more and share details on upcoming events that could be directed our way.

The trip concluded with a Wednesday breakfast presentation at Ewald Consulting, a leading association management company.

Overall, this brief trip was highly productive, granting us direct exposure to 70 meeting planners across two days and securing confident prospects for future business.

Written by Katie Bender, National Account Director

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MGE Global Supplier Presentation | Virtual

April 14

Visit Seattle Representatives: Alison LaFollette, Mike Claravall

Visit Seattle’s 30-minute presentation updated Maritz associates on all things happening in Seattle. We highlighted our need dates at the convention center for 2026-2029 and reviewed Visit Seattle’s Maritz custom in-house meeting incentive, which includes a rebate and special perks for meetings sourced and booked in January, February, March, November or December of 2027. We capped off the presentation with a little trivia game with six winners receiving Bite Society cookies in the mail from Visit Seattle.

Written by Alison LaFollette, Director, Mid-Atlantic

Three people pose indoors; two stand on either side of a life-sized statue of a baseball player in a Dodgers uniform, holding a bat, with a stadium backdrop behind them.

Connect Spring Marketplace | Louisville, KY

April 14-16

Visit Seattle Representative: John Puglisi

Connect Spring Marketplace took place at the Kentucky Convention Center and we participated in the citywide track. The citywide track defines a citywide as 1,000 rooms or more on peak night and 150,000 square feet of exhibit space or larger. The citywide track allows for one block of appointments consisting of 20 eight-minute appointments with individual planners. We received two RFPs, one for The Alliance and one for the National Funeral Directors & Morticians Association.

In addition to the assigned appointments there were additional networking opportunities exclusively for the planners and suppliers signed up for the citywide track. These included tours of the Louisville Slugger factory, bourbon and chocolate pairing at Evan Williams, and a happy hour at the speakeasy at the Omni Hotel. The event was capped off with the closing reception at Churchill Downs.

Written by John Puglisi, National Account Director

A man in a pink blazer stands behind a green table with a "Visit Seattle" cloth, a salmon sign, flowers, and brochures. He smiles at the camera in a bright indoor setting with white tile walls.
Four people stand indoors at an event, smiling at the camera, each holding a red gift bag. The background shows other attendees and tables in a well-lit room with white brick walls.

Destination Celebration | Kansas City, MO

April 16

Visit Seattle Representative: Mike Claravall

Hosted at The Guild, this four-hour gathering was well attended, with approximately 100 meeting planners from organizations across the Kansas City area. It was a great opportunity to strengthen relationships, connect with key planners, and continue positioning Seattle as a top destination for future meetings and conventions.

During the event, Mike connected with Whitney Nelson, Director of Conferences and Events at the National Association of Insurance Commissioners (NAIC). NAIC hosted a successful conference in Seattle in 2023 and is planning to source the city again for its 2031 Annual Conference. Their 2023 event brought 2,000 attendees, with 1,200 peak rooms and 4,600 total room nights. Early conversations suggest their 2031 conference may be even larger, making this a strong opportunity for Seattle.

Mike also had a great conversation with Dan Baker, Assistant Director at National Academic Advising Association. We currently have a bid out for their 2030 Annual Conference, which is expected to bring 3,500 attendees, 1,500 peak rooms, and 5,500 total room nights. There was genuine excitement about the possibility of bringing this conference to Seattle, which is very encouraging.

Overall, Destination Celebration was a valuable and productive event. It helped strengthen important partnerships, opened doors for future business, and reinforced Seattle’s strong reputation as a welcoming, walkable, and world-class meeting destination. We look forward to participating again in the years ahead.

Written by Mike Claravall, National Account Director

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Sports ETA Symposium | Las Vegas, NV

April 20-23

Visit Seattle Representative: Brock Bradley

The Sports ETA Symposium is the annual meeting of the Sports Events & Tourism Association (Sports ETA), the non-profit trade association for the sports events and tourism industry since 1992. Brock Bradley attended on behalf of Visit Seattle, meeting with 25 rights holders for current and prospective sporting events including Varsity Spirit, 3Step Volleyball, USA Judo, and USA Boxing. Visit Seattle also hosted rights holders from World Rugby, USA Judo, Tropical 7s (Rugby), and Team Travel Source at The Sphere to see Wizard of Oz, an immersive “4D” experience based on the iconic 1939 film. This marks the first time Seattle was represented at the conference in recent history and was a great opportunity to share with rights holders the value of Seattle as a sports destination.

Written by Brock Bradley, National Account Director

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A Visit Seattle booth with a blue tablecloth, brochures on the table, and two standing banners—one with the Space Needle and cityscape, the other promoting SEA for SHE with various logos.

IAEE Women’s Leadership Forum | Oxen Hill, MD

April 27-28

Visit Seattle Representative: Alison LaFollette

There were approximately 350 attendees at the IAEE Women’s Leadership Forum this year. We sponsored the breakfast and handed out our SEAforSHE stickers to attendees. As part of our sponsorship, we were able to host three clients: Krista LeZotte with American Speech Language Hearing Association, Jolene McNeil with American Public Health Association, and Ashantee Horton with National Council for the Social Studies. This is an outstanding event to attend each year as the top planners in the DMV attend and IAEE provides amazing speakers. This is an event we will continue to sponsor and attend in the future.

Written by Alison LaFollette, Director, Mid-Atlantic

Five people stand close together indoors, smiling at the camera. They wear conference badges and casual to business-casual attire. Curtains and warm lighting appear in the stylish background.
Two women smile and pose together at a conference. They wear name badges, and many people are seated at tables in the background in a large, well-lit event space with colorful signage.
Large conference hall with many people seated at tables having discussions. Signage for “GLOBAL” and “WESTERN” hangs in the background, and the atmosphere is lively and professional.
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HelmsBriscoe Annual Business Conference | Los Angeles, CA

April 27-29

Visit Seattle Representative: Jacqueline Bennifield

This year’s HelmsBriscoe Annual Business Conference (HB ABC) event proved to be a valuable investment of both time and resources. Over the course of two days, Jaqueline had the opportunity to connect with more than 50 HB associates, reinforcing our partnership and strengthening relationships. Many associates shared updates on current tentative business for Seattle, which Jacqueline has since communicated to the Visit Seattle team and our members. We made a strong impression by showing our support through thoughtful gifts for each associate. The gifts were creatively packaged in either a Sasquatch or umbrella themed reusable bag, adding a fun and memorable touch.

We successfully hosted Amy Martell and her team of 10 who frequently source and book Seattle. This was a great opportunity to deepen our connection and foster stronger collaboration. Thanks to these efforts, we anticipate continued strong lead volume from HB associates moving forward.

Written by Jacqueline Bennifield, National Account Manager

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Six women sit around a restaurant table with menus, drinks, and glassware, smiling at the camera. The restaurant has wooden floors, white chairs, and large windows letting in natural light.

West Coast Sales Calls | Los Angeles and Orange County, CA

April 28-May 1

Visit Seattle Representative: Sue Yoo

Visit Seattle and partners with the Sheraton Grand Seattle, Hyatt Regency Seattle, and Seattle Convention Center held targeted sales calls in the LA–Orange County area. The sales trip successfully advanced key relationships through a mix of strategic meetings, meals, and networking events with priority of national, association, and corporate accounts. Multiple high value opportunities were identified, including receipt of a confirmed American Association of Gynecological Laparoscopists RFP for November 2029 and positive momentum with Berkshire Hathaway HomeServices for upcoming 2029–2031 RFPs. Engagements with ConferenceDirect, Hamilton Group, and IEEE reinforced long-term pipeline visibility across Summit and Arch convention center–driven programs. Overall, the trip delivered tangible sales progress, actionable next steps, and multiple follow ups expected to convert into qualified RFP activity.

Written by Sue Yoo, National Account Director

Three people pose together indoors: a woman in a black floral dress, a woman in a light blue dress, and a young man in a suit. They are all smiling and standing on a marble floor in a bright, modern lobby.
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Business Events Industry Week | Washington, DC

May 4-7

Visit Seattle Representatives: Chris Connelly, Alison LaFollette, and John Puglisi

Visit Seattle hosted seven clients at the PCMA Fashion Show and had two sponsored models walk the runway during the event carrying a replica Lombardi Trophy in honor of the Seattle Seahawks Super Bowl win. Chris and Alison also attended sessions hosted by PCMA on Thursday as well as a partner-only brainstorming session discussing PCMA Convening Leaders January 2027. We wrapped up the week by attending the Visionary Awards, also known as the Oscars of the events industry where we networked with over 500 clients in attendance.

Written by Alison LaFollette, Director, Mid-Atlantic

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West Coast Sales Calls Citywide – Norcal

May 10-14

Visit Seattle Representatives: Troy Anderson, Sue Yoo

Sue attended the PCMA Northern California Chapter LEAP Conference at Caesars Republic Lake Tahoe for the first time, providing an excellent opportunity to strengthen industry relationships, gain market insights, and elevate Seattle’s visibility among key meeting and event professionals. AI was a significant topic as a disruptor in the events industry, with panel and keynote speakers all touching on how AI will enhance and augment live events.

The conference brought together a strong mix of planners, suppliers, and industry leaders, with notable engagement from companies including Informa, HelmsBriscoe, and Fastly.

Following the conference, Sue had scheduled sales calls in the Sacramento and Bay Area with Docusign, EEG, Solidigm, and HelmsBriscoe, and even got to play pickleball with customers from CROI. Her engagement with these customers continued conversations around future business opportunities for Seattle.

The week concluded with Sue and Troy attending the CEMA East Bay Dinner, which Visit Seattle hosted. It offered an additional opportunity for relationship-building in a more intimate setting. Customers from Fastly, Twilio, and Okta were in attendance, allowing for meaningful conversations around current market trends, customer priorities, and future meeting opportunities.

Overall, the trip was highly valuable in expanding the West Coast industry network, strengthening strategic customer relationships, and engaging with CEMA members as it is an important channel for connections in the Bay Area.

Written by Sue Yoo, National Account Director

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Maritz Strategic Partners Advisory Board Meeting

May 11-14

Visit Seattle Representative: Kelly Saling

As a renewed Strategic Partner with Maritz, we again participated in their Advisory meeting that includes only seven DMOs and only Seattle from the West Coast, in addition to representatives from Martiz Partner hotel brands and DMCs. We discussed upcoming Maritz initiatives, brand evolution, and strategic direction for their partners. The additional reporting and opportunity review is proving to be excellent and we will continue to stay close to this critical partnership.

Written by Kelly Saling, EVP, Sales & Marketing & Chief Business Officer

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Maritz Elevate | Scottsdale, AZ

May 11-14

Visit Seattle Representatives: Kelly Saling, Alison LaFollette

Maritz Elevate is a conference Visit Seattle attends annually as Maritz associates bring in their top clients to this event each year. This year there were approximately 120 clients and 80 Maritz associates in attendance. Maritz uses this event to provide great education through sessions, unique hands-on activities, and individual and group Braindate appointments. The clients enjoy seeing and experiencing innovative and creative ways to engage attendees. We had quality time with customers from BMC Software, EDUCAUSE, American Institute of Aeronautics and Astronautics, Association for the Advancement of Blood and Biotherapies, Cystic Fibrosis Foundation, Advamed, National League of Cities, National Association of Independent Schools and American Association of Physicists in Medicine. We plan to attend this event next year in Grapevine, Texas.

Written by Alison LaFollette, Director, Mid-Atlantic

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ConferenceDirect Annual Partner Meeting | Houston, TX

May 17-21

Visit Seattle Representatives: Mike Claravall, Sue Yoo

Mike and Sue attended the ConferenceDirect Annual Partner Meeting (APM) joining more than 200 associates for several days of networking, collaboration, and business development. Throughout the event, Visit Seattle maintained a strong presence through a series of thoughtfully executed engagements designed to educate, inspire, and connect with attendees.

The week kicked off on Monday morning with a sponsored Visit Seattle-hosted DMO breakfast session featuring a fun and interactive Seattle-themed trivia presentation. The engaging format captured attendees’ attention while providing a memorable introduction to the destination and its offerings.

Visit Seattle continued building momentum on Tuesday with a hosted lunch that brought Seattle to life through lush greenery, Glassybaby centerpieces, and curated gifts.

That evening, Mike and Sue further strengthened relationships by hosting an intimate client dinner with select ConferenceDirect associates, providing an ideal setting for meaningful conversations, deeper connections, and continued partnership development.

In addition to the hosted events, Mike and Sue conducted a combined total of 24 one-on-one appointments with ConferenceDirect associates throughout the conference. These meetings provided valuable opportunities to discuss future business, reinforce Seattle’s appeal as a premier meetings destination, and strengthen existing partnerships.

A major highlight of the trip was Visit Seattle being nominated for and receiving the Advertiser of the Year award. The recognition was presented by ConferenceDirect’s publication Editor-in-Chief and Publisher and honors outstanding advertising partnership and presence within ConferenceDirect’s bi-annual publication, MeetingMentor.

Looking ahead, the 2027 ConferenceDirect Annual Partner Meeting will be held at the ARIA Resort & Casino from March 13–17, 2027.

Written by Sue Yoo, National Account Director

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Two men sit at a booth labeled "Visit Seattle," talking with a laptop and coffee cup between them. A large screen behind shows an aerial view of Seattle with the waterfront and the Ferris wheel. Jens Braune del Angel
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IMEX Frankfurt

May 19-21

Visit Seattle Representative: Troy Anderson

Troy Anderson represented Visit Seattle at IMEX Frankfurt for the second consecutive year, reinforcing our strategic focus on growing the international meetings and events business. IMEX Frankfurt continues to deliver strong global reach, hosting more than 13,500 participants, including over 4,700 buyers from 94+ countries.

Over the three-day event, Troy conducted more than 30 one-on-one appointments and delivered two group presentations centered on Seattle’s MICE offerings. Conversations consistently positioned Seattle as an attractive incentive destination, while also generating meaningful interest from international associations evaluating future conference opportunities in the city.

Building on our 2025 presence, year two marked a clear step forward in both momentum and lead quality.
Key engagements included organizations such as World Physiotherapy, Fastly, World Energy Council, International Union of Radio Science, Hyrox Sports Competitions, and the International Parkinson and Movement Disorder Society—which submitted an RFP following the show. These opportunities represent significant potential, each capable of delivering thousands of international attendees to Seattle.

Ahead of IMEX Frankfurt, Troy also participated in the International Congress and Convention Association’s pre-show meetings, including the North American Chapter Meeting and the Global Business Exchange. These sessions provided valuable insights into global buyer behavior, competitive positioning, and decision-making criteria across destinations. The experience further strengthened our approach to international business development and highlighted Seattle’s growing visibility and competitiveness on the global stage.

Overall, IMEX Frankfurt continues to serve as a critical platform for expanding Seattle’s international footprint, with strong progress evident in both relationship-building and pipeline development.

Written by Troy Anderson, Senior Director of Sales

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Exhibition & Convention Executives Forum (ECEF) | Washington, DC

May 27

Visit Seattle Representatives: John Puglisi

The Exhibition and Convention Executives Forum is a one-day event that caters towards C-Suite and Director level association executives. Attendees are high level and not front facing meeting planners for associations. Visit Seattle hosted Allysun Trifunovic, Senior Director of Conferences and Events at the Association of Corporate Counsel.

Written by John Puglisi, National Account Director

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MPI WEC | San Antonio, TX

June 1-4

Visit Seattle Representatives: Troy Anderson, Mike Claravall, Sue Yoo

The Visit Seattle team participated in the Hosted Buyer program at MPI WEC and conducted more than 20 one-on-one appointments with meeting planners from across the country. These appointments provided valuable opportunities to strengthen existing relationships, introduce Seattle to new clients, and discuss future meeting opportunities.

Visit Seattle also sponsored the MPI Foundation Pickleball Tournament, which attracted more than 40 MPI members. The event provided great visibility for Seattle and created a fun and relaxed environment for networking. In addition, Visit Seattle hosted an intimate client dinner attended by six carefully selected meeting planners representing organizations such as the International Association for the Study of Lung Cancer (IASLC), the Council for Advancement and Support of Education (CASE), and Salesforce. The dinner provided an excellent opportunity for meaningful conversations and relationship building.

Throughout the conference, there was strong interest in Seattle as a meetings and conventions destination. Many planners expressed enthusiasm about the city, its walkability, hotel offerings, convention center facilities, and overall attendee experience. Seattle continues to be viewed as a highly desirable destination for future meetings and events.

As a result of MPI WEC, Visit Seattle received two new RFP opportunities. The American Society for Metabolic and Bariatric Surgery is considering Seattle for its 2030 and 2031 Annual Conference, which is expected to attract approximately 3,000 attendees, generate more than 5,000 total room nights, and peak at 1,500 rooms. The organization is based in Florida. Visit Seattle also received an RFP from the Council of Academic Programs in Communication Sciences and Disorders for its 2031 Annual Meeting, which is expected to attract 700 attendees, generate 1,400 total room nights, and peak at 450 rooms.

Written by Mike Claravall, National Account Director

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Two women stand and smile in front of a reception desk with an “Association for Iron & Steel Technology” sign, in a modern lobby with a TV displaying industrial imagery.

Northeast Sales Calls Citywide | Pittsburgh, PA

June 9-12

Visit Seattle Representative: Anne Cleveland

Visit Seattle and The Westin partnered on a productive week in the Greater Pittsburgh area. Meet-ups included the Association for Slavic, East European and Eurasian Studies / Latin American Studies Association, the Association for Iron & Steel Technology, TMS International, ConferenceDirect, and Materials Research Society.

TMS International has clear interest in Seattle for their Annual Meeting & Exhibition. While we did not have their 2029 dates available, they will source us for other future years and until official sourcing begins, we’ve been asked to conduct a preliminary check on Seattle Convention Center availability.

A well-timed highlight of the trip was connecting with key decision-makers with the Materials Research Society which, in addition to already being committed to Seattle for 2027 and 2029, are also in the process of reviewing a Spring Meeting & Exhibit bid for future years (2031–2033). Visit Seattle is also in direct contact with ConferenceDirect to do all possible to ensure we land additional future years. MRS was complimentary of their experience in Seattle in 2024 and 2025, and they look forward to returning next year!

The Pittsburgh market has some good potential for our destination, and we will continue to ensure that we focus on this area.

Written by Anne Cleveland, National Account Director

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Chicago Mission | Chicago, IL

June 15-19

Visit Seattle Representatives: Rachael Riggs, Troy Anderson, Jacqueline Bennifield, Katie Bender

This was a highly productive sales mission with three customer events and two days of targeted sales calls. The response to Seattle was overwhelmingly enthusiastic, with numerous clients expressing strong interest in bringing future events to Mother Nature’s City. Balancing existing customers with fresh prospects proved to be a successful strategy, as those already familiar with Seattle acted as powerful evangelists for the city’s ability to host successful meetings from a peer perspective.

We conducted 10 high-quality group and individual meetings where we engaged with over 40 planners. Highlights of customer meetings include:

  • Well-attended large group calls with SmithBucklin, NHS Global Events, Executive Administration Inc., Chicago Association Management (CAM), and the American Medical Association.
  • High-priority individual group calls held with:
    • Dawn Amaskane from the American Osteopathic Association for which we are currently bidding on their 2030 or 2031 OMED Conference with 2000 attendees and significant projected growth by 2030.
    • Wendy Becker from the Institute of Real Estate Management who is holding a program this year at the Westin Seattle.
    • Lynn Brown from the American Society of Neuroradiology who will be sourcing 2031 in 2027 for a strong in-house meeting for 1200 attendees.
    • Kevin Kirberg from the American Society of Anesthesiologists who will be sourcing Seattle for his 2032 annual meeting with 5,000 attendees next February.

In our three sold-out client events, we hosted over 50 association and corporate meeting planners. Each event was designed to appeal to every audience. Those events were, a Chicago Cubs game, a Murder Mystery Dinner in downtown and a color analyst event at Nordstrom.

Written by Katie Bender, National Account Director

Three women in summer dresses stand smiling indoors at an event, wearing name badges. Other people are in the background near tables and a colorful backdrop with images and text.
Hotel lobby with registration desk, two women talking, and "Visit Seattle" banners promoting fresh air, Mother Nature’s City, and outdoor exploration. Large windows and plants decorate the bright, open space.

PCMA Business Events Summit (formerly PCMA EduCon) | Fajardo, Puerto Rico

June 21-24

Visit Seattle Representatives: Alison LaFollette, Brock Bradley

This event is formerly known as PCMA EduCon, but they have re-branded it and also only allow PCMA members to attend. They also included experiential learning activities offsite on the final day of the conference. This year we did not have an activation, which allowed Alison and Brock to attend sessions with our clients. We hosted a client dinner with Visit Austin and had clients attending from Cystic Fibrosis Foundation, Optica, American Association of Physicians Associates, and Messe Frankfurt. This is a conference we will continue to support and attend in the future.

Written by Alison LaFollette, Director, Mid-Atlantic

Three women in business attire smile at a formal indoor event, standing together near a cocktail table with drinks. Name tags are visible on their jackets. The background features modern decor and other attendees.
Three women dressed in formal attire smile and pose together at an indoor event. One holds a drink, another holds a phone. Other guests and exposed brick walls are visible in the background.

Association Forum Honors Gala | Chicago, IL

June 26

Visit Seattle Representatives: Katie Bender

On June 25, Katie Bender attended the 2026 Association Forum Honors Gala at the Old Post Office in Chicago as a Table Sponsor for Visit Seattle. This event supports the Association Forum Foundation in delivering professional development scholarships to Chicago-area association executives. As an awards dinner, the event celebrates Chicagoland’s notable association executives and supplier partners with awards for leadership, innovation, and service. Through multiple DMO sponsorships, many senior-level meeting planners also attend this event. As a table sponsor, Visit Seattle enjoyed exposure to key decision-makers and many senior level meeting professionals. Some key individuals with whom we connected with include:

  • Dawn Amaskane, VP Meetings & Governance, American Osteopathic Association.  We are working on their 2030 or 2031 Annual Meeting bid.
  • SmithBucklin’s entire Senior leadership team, including their CEO plus meetings-contacts including Julie Ferry, and Sara Haukup.
  • Bostrom’s leadership, who were table guests of Visit Seattle, including John Dee, CEO, and Jeanne Sheehy, VP of Marketing.
  • Pamm Schroeder, Deputy Executive Director from the American Society for Surgery of the Hand. We are currently bidding on their 2031 or 2033 Annual Meeting.
  • Angie Silberhorn, Events Director at Water Quality Association. We are currently bidding on their 2029 Annual Convention & Expo.
  • Melanie Stanton, Sr. Director of Corporate Development with the American Orthopaedic Society for Sports Medicine, whose Annual Meeting was just held in Seattle from July 8-11.
  • Ed Dellert, CEO, and Maureen Kiley, Director of Corporate Relations, of the American Burn Association, which is bringing their 2,500-attendee meeting to Seattle in 2028 and have expressed an interest in having us bid on their next open year at the conclusion of their 2028 meeting.
  • Joyce Paschall, Executive Director for the Society of Vascular and Interventional Neurology, with a 650-person November annual meeting and indication of receiving an RFP for 2030 and beyond next year.

Written by Katie Bender, National Account Director

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Convention Sales Marketing & PR Updates

Public Relations

In March, the PR team invited and hosted a series of local media members at Visit Seattle’s Annual Meeting, coordinating interviews with Tammy Canavan after the program. The team also published a press release with Visit Seattle’s 2025 visitation data.

The next month, the team hosted two FIFA press trips for Lonely Planet and Fox News, showing off the fan experience in Seattle and our connection with Vancouver. Northwest Event Show, coordinating a tour of Populus Seattle, and introducing her to the team at 1 Hotel Seattle.

The team also hosted Gary Singh of Meetings Today as part of its Mother Nature’s City FAM, resulting in this coverage on Seattle as a leader in sustainability.

At the end of April, the PR team led an internal crisis communications exercise centered on responses to potential crises during the FIFA World Cup. The team also launched the FIFA press page, connecting international media with our press kits and other resources.

With awards, the team has submitted entries on behalf of Visit Seattle and Seattle Convention Center for both the World MICE Awards and the Northstar Stella Awards.

Looking ahead to Q3, the team is focused on efforts surrounding the World Cup and beginning to secure media for FAMs in the fall.

Written by Joey Thompson, Public Relations Manager, Meetings

Marketing

In Q2 2026, meetings marketing continued to deliver strong results—ads in April and May generated 656% more clicks and 168x more impressions year over year. Ad highlights this quarter included a custom spread with an illustrated map in PCMA Convene and a full-page ad plus advertorial in Meetings Today.

As a reminder, Visit Seattle’s Mother Nature’s City campaign, which launched in June 2025, will continue through 2026 following strong performance last year. The overarching campaign spans both leisure and meetings audiences to maximize impact, with tailored messaging for each segment. Meetings advertising targets meeting planners and business decision-makers through a mix of digital, social, print, and onsite advertising at industry events.

Ad Placements:

  • ASAE eNewsletter – April & May 2026
  • Association Conventions & Facilities – May 2026
  • ConferenceDirect MeetingMentor eNewsletter – April & May 2026
  • Meetings Today Full-Page Ad & Advertorial – April 2026
  • PCMA Convene Custom Spread & eNewsletter – April 2026
  • Smart Meetings Digital Advertising – April & May 2026

Always-On Advertising: LinkedIn, digital banners, online video/connected TV – June 2025–present

The full 2026 Meetings Media Plan is available to Visit Seattle partners via the Partner Extranet. If you have any questions, please contact Stephanie Byington.

Written by Margaux Helm, Marketing Manager

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Convention Services Updates

The Convention Services team continued to build momentum in Q2 by supporting 18 citywide convention groups. These groups brought more than 77,000 attendees to Seattle, occupied more than 72,000 room nights, and contributed more than $115M in economic impact to the region.

The team was excited to welcome the American Association of Community Colleges, the Corporate Energy Buyers Association, 3Step Sports LLC, Academy Health, SAMPE, the Pacific Northwest Dental Conference, the Association to Advance Collegiate Schools of Business, the Electrochemical Society, the American College of Veterinary Internal Medicine, and Sakura-Con back to Seattle. Q2 saw a strong show of new business for the city with 8 of the 18 citywide groups hosting their meeting in Seattle for the first time.

April’s eight citywide groups had final pick-up ranging from 65% to 98%; six of the eight groups had pick-up above 85%. May’s nine citywide groups had final pick-up ranging from 63% to 99%, and seven of the nine groups had pick-up above 85%. June had one citywide group whose final pick-up was 86%. The four groups between April and May whose pick-up fell below 85% were within industries experiencing heightened uncertainty—education, scientific, and health/medical associations.

Convention Services crafted curated welcome programs for these groups that included welcome ambassadors providing attendees directions to the correct building, local musicians to set the tone, a Seattle-themed photo booth, a SEAforSHE pin giveaway, and a joint venture with Refugee Artisan Initiative to make dog blankets for a local shelter. We also continued to engage with Seattle’s Finest to have a presence on our downtown streets when groups were in town.

Additionally, the Convention Services team conducted 10 planning visits for groups who will host their meetings here in 2026, 2027, or 2028.

Finally, two members attended pre-promote trips for groups coming to Seattle in 2027.

Written by Kiana Shaw, Senior Manager, Destination & Convention Services 

Major Groups Hosted

Citywide Convention Center groups included:

April

  • ANCEA Sakura-Con with 30,000 delegates
  • American Association of Community Colleges with 1,800 delegates
  • Association to Advance Collegiate Schools of Business with 1,300 delegates
  • Society of Breast Imaging with 1,600 delegates
  • Alliance for Academic Internal Medicine with 3,800 delegates
  • American Medical Society for Sports Medicine with 3,100 delegates
  • Society for the Advancement of Material and Process Engineering with 700 delegates
  • American Society of Breast Surgeons with 1,800 delegates

May

  • Amazon Ops Live with 1,700 delegates
  • CoreWeave with 900 delegates
  • Autodesk with 2,500 delegates
  • Corporate Energy Buyers Association with 750 delegates
  • 3Step Sports LLC Emerald City Classic Invitational with 10,141 delegates
  • The Electrochemical Society with 2,100 delegates
  • Pacific Northwest Dental Conference with 4,900 delegates
  • AcademyHealth with 1,065 delegates
  • Association of Surgical Technologists with 1,350 delegates

June

  • American College of Veterinary Internal Medicine with 3,000 delegates

Planning Visits

April

  • Association of Surgical Technologists, in Seattle May 2026 (SCC Summit) with approximately 1,500 attendees, 3,456 total room nights.
  • Out & Equal Workplace Advocates, in Seattle October 2026 (SCC Summit) with approximately 2,700 attendees, 18,560 total room nights.
  • Museum Computer Network, in Seattle October 2026 (In-House) with approximately 300 attendees, 271 room nights.
  • American Optometric Association, in Seattle June 2028 (SCC Summit) with approximately 6,000 attendees, 7,220 total room nights.
  • National Association of Schools of Public Affairs and Administration, in Seattle October 2026 (Hyatt Regency Seattle) with approximately 600 attendees, 1,579 total room nights.
  • American Society of Cytopathology, in Seattle November 2026 (Hyatt Regency Seattle) with approximately 600 attendees, 1,327 total room nights.

May

  • US Grains Council, in Seattle October 2026 (In-House) with approximately 400 attendees, 1,223 total room nights.
  • Smartsheet, in Seattle November 2026 (SCC Summit) with approximately 3,200 attendees, 10,032 total room nights.
  • American Society of Transplant Surgeons & American Society of Transplantation, in Seattle June 2027 (SCC Arch) with approximately 4,300 attendees, 11,351 total room nights.

June

  • Urban Land Institute, in Seattle May 2027 (SCC Summit) with approximately 4,000 attendees, 4,955 total room nights.
  • American College of Surgeons, in Seattle April 2027 (SCC Arch) with approximately 1,500 attendees, 4,890 total room nights.
  • Society of General Internal Medicine, in Seattle May 2027 (SCC Arch) with approximately 3,000 attendees, 3,941 total room nights.

Pre-Promote Trips

April

  • Materials Research Society (MRS) Spring Meeting & Exhibit in Honolulu, HI. MRS will be in Seattle in April 2027 (SCC Summit) with approximately 4,700 attendees and 8,265 total room nights.

May

  • American Public Transportation Association (APTA) Mobility Conference and International Bus Roadeo, in Salt Lake City, UT. APTA will be in Seattle in April 2027 (SCC Arch) with approximately 1,600 attendees and 6,024 total room nights.

All reports can now be found on the

EXTRANET.

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