TORONTO — Visit Seattle’s industry get-together in Toronto this week focused not just on exciting upcoming events – like the 2026 FIFA World Cup – but also on what makes Seattle uniquely Seattle.

Already well-known for its active travel, vibrant coffee culture, thriving sports scene and more, the Emerald City is an easy sell for travel advisors to promote – and with good reason.

As part of the Canadian sales mission this week, Caitlin Shearer, the Tourism Manager for Visit Seattle, along with several local partners, made several stops in Montreal, Toronto and Edmonton, spreading the word on why Canadians should consider a visit to the city that has so much to offer.

ON AN INTERNATIONAL STAGE

Canada leads the way as Seattle’s largest international key market. Last year, Seattle welcomed 2.4 million international visitors, with Canada accounting for 73.3% of that total, with 1.7 million visitors.

“That’s a significant slice for us. And we want to make sure that those travellers know who we are, what we do and what we’re all about,” said Shearer.

Christoper Alexander, Commerical Officer, U.S Department of Commerce,U.S Consulate Toronto

In 2025, notable declines are expected in air traffic and border crossings, with overnight visitors decreasing by 27%, primarily due to a drop in Canadian visitation.

Christopher Alexander, Commercial Officer with the U.S. Commercial Service in Toronto, also presented to a select group of media, including Travelweek, alongside Visit Seattle.

Alexander cited an overall Canada-to-U.S. decline from January to August 2025, citing a drop of up to 20.3% in both air traffic and border crossings compared to 2024.

On a positive note, Canada is Washington State’s top source of tourism, with average Canadian tourism spend up 13.7% compared to domestic visitors.

Additionally, Canada has shown a willingness to invest in the U.S.-Canada tourism industry, such as agreeing to cover 90% of the capital costs for CBP preclearance at Billy Bishop Airport in downtown Toronto.

As such, Seattle is looking ahead and gearing up for a rebound with a top-notch entertainment lineup and sports events, such as the 2026 FIFA World Cup.

VISIT SEATTLE’S THREE PILLARS

At the heart of Visit Seattle’s planning for the next three to five years is a concerted focus on three brand pillars: Walkability, Culinary and Nature.

A city considered to be very walkable, Seattle is described as ‘fantastically compact’ by Shearer, who noted, “I make my fam members walk everywhere.” From Pike Place Market, a 15-minute walk south will take you to the stadiums, while a 15-20 minute walk north will lead you to the Space Needle.

Seattle also has excellent connectivity options, including the monorail, Link light rail, and Sounder train. This year, a new accessibility-focused platform called ‘Wheel of the World’ has been introduced.

“Seattle is truly a city for everyone, and we want to ensure everybody feels welcomed and has access to transportation,” says Shearer.

Exploring Seattle’s food scene is a draw and true delight, featuring fresh seafood from the Pacific Northwest, a diverse array of locally grown produce, and a vibrant farm-to-table cuisine that’s par for the course.

Additionally, for wine-lovers, the state is home to over 1,000 wineries.

And that’s not all. “Washington State ranks as the second-largest producer of wine in the United States,”says Shearer.

Every March, Taste Washington takes place in the Seattle area, celebrating food and wine for an entire week. It is the largest single wine festival in North America.

However, if you’re drinking a beer in the U.S., odds are the hops for that beer came from Washington State, where 75% of hops are grown.

Access to nature is a significant advantage for Seattle. A walk of just 10 minutes from the downtown core can lead you to green spaces.

“We want to ensure that people are aware that Seattle offers various urban amenities while also providing opportunities to escape and relax amidst nature,” says Shearer.

The reimagined Seattle Waterfront, 15 years in the making, is described by Shearer as “one of our shiny jewels.” The waterfront features nearly a 20-block pedestrian walkway lined with greenery, a handful of new parks, a dedicated bike lane, and pop-up shops.

“We’re very excited for this, especially with FIFA coming up. You can explore the markets and, within a 15-minute walk, reach Lumen Field, where the games will take place,” said Shearer, adding, “if you’re lucky, you might catch a ride on a rickshaw driven by Superman or Waldo.”

A GLIMPSE INTO THE FIFA WORLD CUP

What else is coming for 2026?

The FIFA World Cup is set to be Seattle’s most significant international event since the 1962 World’s Fair, with six matches scheduled for June and July 2026. An estimated 750,000 people are expected to participate in the festivities across the region.

Lumen Field will be the primary venue for all six matches and will undergo upgrades, including additional seating.

Once the teams are announced in December, Seattle plans to go all out, organizing a range of activations to enhance the visitor and fan experience.

Visit Seattle’s Denise Graham, Account Associate-Canada_ Caitlin Shearer, Manager, Tourism Development_ and Tracy Zeisberger Associate-Canada

ICONIC LANDMARKS

“When people think of Seattle, one of the first things that comes to mind is the Space Needle,” says Shearer. After undergoing a significant renovation before the pandemic, it has become a true local highlight for locals and visitors alike.

A new addition to the water activities on Lake Union is a sauna boat, where visitors can paddle around in a sauna – offering a unique experience. Additionally, there are also hot-tub boats that allow guests to relax while floating on the water.

Meanwhile, no visit is complete without a stop at Seattle’s Pike Place Market, established in 1907 and one of the oldest continuously operating markets in the United States. Today, it spans 10 storeys across nearly three blocks and offers a variety of guided tours, including cooking classes, for visitors to enjoy.

TRADE TOOLS & TRAVELLER DISCOUNTS

This year Visit Seattle launched the Seattle Destination Expert Training program. This program consists of six modules that cover everything from transportation and food to culture and sports, to help advisors effectively promote Seattle to their clients.

Even better, Canadians can take advantage of the ‘Open Arms for Canada’ discounts, designed to help offset currency differences and demonstrate goodwill to their neighbours.

Concluding the week’s events, what’s the takeaway for advisors?

The sales mission wasn’t just about updates on Seattle – it was about keeping travel advisors engaged and relationships alive and well.

Shearer recognized the current challenges, stating, “When Canadians choose to travel again, we want to ensure they feel welcome and have an authentic, memorable experience with their family and friends.”

More information about travel to Seattle is at VisitSeattle.org.