Visit Chelan County outlines 2027 tourism priorities following storms, wildfires

WENATCHEE — Visit Chelan County is developing its 2027 tourism strategy with an emphasis on year-round economic activity, environmental stewardship and increased coordination among communities following a period of severe weather, wildfires and travel disruptions.

The nonprofit destination marketing organization announced its priorities Oct. 8, outlining plans to diversify visitor experiences, strengthen tourism infrastructure and reduce the county's dependence on peak travel seasons.

The announcement follows approximately 18 months of challenges for the county's tourism industry, including severe winter storms, prolonged road access disruptions, wildfires and smoke that affected travel throughout the region.

The Little Giant Fire and other wildfire activity prompted evacuations, air quality concerns and closures. According to Visit Chelan County, businesses outside the affected areas also experienced disruptions as visitors changed or canceled travel plans.

Tourism remains a major component of the county's economy. According to Chelan County's 2026 Tourism Impact Assessment, direct visitor spending reached $675.5 million in 2024, generating more than $1 billion in total business sales.

The industry supported approximately 6,700 jobs, accounting for about one in nine jobs countywide. The assessment also found that every $100 in direct visitor spending generated an additional $48 in local economic activity through business and employee spending.

“These past two years have made it clear that tourism development does not simply mean asking more people to visit the same places at the same time,” said Jerri Barkley, executive director of Visit Chelan County. “Our job is to build a more resilient visitor economy that supports businesses throughout the county and across seasons, protects the places people come to experience, and keeps residents involved in the conversation. We have the board, partners, and long-range plan in place to do that work well.”

The tourism assessment also identified challenges associated with visitor activity, including pressures on infrastructure, natural resources and residents. Recommendations included distributing visitation more evenly across seasons and communities, investing in amenities that benefit residents and visitors and expanding responsible recreation efforts.

Visit Chelan County's 2027 strategy will build on its 2034 Destination Master Plan, which establishes four long-term objectives: developing new visitor experiences, improving tourism infrastructure, promoting environmental stewardship and strengthening community coordination.

Among the organization's priorities is expanding tourism opportunities tied to agriculture, culture, food, outdoor recreation and dark-sky experiences. The effort is intended to encourage visitors to explore communities throughout the county and travel during traditionally slower periods.

The organization also plans to expand visitor education and responsible recreation messaging, working with partners to protect public lands and direct travelers toward appropriate recreational opportunities.

Economic resilience is another focus, with plans to use research, targeted marketing and communications to respond to disruptions and support tourism activity throughout the year.

Visit Chelan County also intends to maintain communication with local governments, chambers of commerce, tourism businesses and residents while reporting on the economic effects of its activities.

The organization is governed by an eight-member board representing tourism-related businesses, local government and outdoor recreation interests.

Sean Lynn of Love Leavenworth Vacation Rentals serves as board chair. Other officers include Vice Chair Tom Pettigrew of Amos Rome Vineyards, Secretary Creighton Hilstad of Henry Harrow and Treasurer Nicole Thompson of Chelan County.

Additional board members are Shane Wilder of Icicle TV, Durk Johnson of NW Vacations, Cody Whitmer of Boyne Resorts and Mat Lyons of TREAD.

The board's marketing committee also includes representatives from the Leavenworth, Wenatchee Valley and Lake Chelan chambers of commerce.

“Visit Chelan County is built to represent the breadth of the entire county, not a single community or sector,” said Sean Lynn, board chair of Visit Chelan County. “Our board members understand tourism from the ground up because they work in the industries and communities impacted by it every day. That experience is especially important as we address immediate challenges while making decisions with long-term countywide benefits in mind.”

Lyons, executive director of TREAD, brings experience coordinating outdoor recreation initiatives involving public land managers, local governments, businesses and conservation organizations.

His work has included partnerships addressing recreation management in the Enchantments and Alpine Lakes Wilderness, trail development, recreation infrastructure and public land stewardship.

“Tourism and outdoor recreation are not just amenities in North Central Washington; they are a fundamental part of our identity and economy,” Lyons said. “The challenge is making sure we continue to invest in the places, infrastructure, and experiences that bring people here while protecting the very landscapes that make this region worth visiting. If we do that well, tourism and recreation can continue to support our communities, businesses, and quality of life for generations.”

Visit Chelan County receives marketing and communications support from DVA Advertising & Public Relations, a Bend, Oregon-based agency with more than 35 years of experience in destination marketing. The agency provides research, advertising, public relations, crisis communications and performance measurement services.

Barkley and the organization's board retain responsibility for local strategy and decision-making.

“Tourism touches every community and economic sector in Chelan County,” Barkley said. “Our responsibility is to ensure its benefits are understood, its challenges are addressed honestly and transparently, and its future is guided by people who know this county and care deeply about what happens here.”

Visit Chelan County represents Cashmere, Chelan, Entiat, Leavenworth, Manson, Plain Valley, Stehekin and Wenatchee.

The organization is continuing work with its board, marketing agency, community partners and local businesses to finalize its 2027 plan. A completion date and specific funding commitments were not included in the announcement.

Additional information about Visit Chelan County and its 2034 Destination Master Plan is available at visitchelancounty.com.