Washington State Tourism Launches “Wander Deep” Campaign Centering Slow Travel and Micro-Experiences
SEATTLE, Washington – November 26, 2025 – Washington State Tourism announced today the launch of its “Wander Deep” destination marketing campaign, a strategic pivot toward slow travel and micro-experiences designed to capture growing demand for purposeful, immersive tourism. The campaign responds to market data showing 84 percent of global travelers now prioritize sustainable travel practices, with three in five actively seeking accommodations that blend comfort with environmental responsibility.
The sustainable tourism sector is experiencing unprecedented expansion, projected to grow from $1.9 trillion in 2025 to $14.4 trillion by 2035 at a compound annual growth rate of 22.6 percent, according to recent market analysis . Washington’s “Wander Deep” initiative positions the state to capture this surge by moving beyond traditional destination marketing to offer curated, low-impact experiences that encourage longer stays and deeper community integration. Research indicates 66 percent of travelers now seek authentic experiences representing local culture, while 73 percent actively work to minimize their environmental impact while traveling—trends the campaign directly addresses through its micro-experience framework.
Micro-experiences form the campaign’s core tactical element, featuring hyper-local activities such as foraging walks with tribal members in the Olympic Peninsula, glass-blowing workshops in Issaquah, and sunrise kayak tours of Puget Sound’s bioluminescent waters. These offerings target the 87 percent of travelers craving immersive cultural engagement and the 53 percent specifically seeking neighborhood-to-table dining experiences. Unlike traditional tourism packages, each itinerary spans five to seven days in a single region, countering overtourism while increasing per-visitor spending by an estimated 23 percent based on pilot programs in Camano Island and Walla Walla Valley.
The campaign’s sustainability architecture includes a first-of-its-kind partnership with the Transformational Travel Council to certify participating operators, ensuring experiences meet rigorous environmental and community benefit standards. This addresses research showing 62 percent of travelers consider hotel sustainability programming important in booking decisions. Washington State Tourism has also established the “Deep Roots Fund,” allocating 5 percent of campaign-generated lodging taxes directly to rural community infrastructure projects in participating destinations. Early implementation in San Juan County has already funded two electric vehicle charging stations and a visitor management system for Lopez Island trails.
“Travelers no longer measure value by how many attractions they check off,” said Jennifer Martinez, CEO of Washington State Tourism. “They’re asking whether their presence strengthens or strains the places they love. ‘Wander Deep’ is our answer—an invitation to trade bucket lists for relationship-building, speed for stillness, and consumption for contribution. Our data shows visitors staying four nights or longer are 40 percent more likely to return within two years, creating a sustainable revenue model that benefits both our communities and our environment.”
The campaign launches December 1 with a digital content series featuring Washington-based storytellers and photographers, supported by a micro-influencer program targeting the 26-to-45-year-old demographic driving sustainable tourism growth. Partnerships with Amtrak Cascades and regional shuttle services will integrate low-carbon transportation options, Destination Marketing Campaign Focuses on Slow Travel and Micro-Experiences addressing the 33 percent of travelers willing to choose closer destinations to reduce carbon emissions. Visitor centers statewide will distribute “Slow Travel Field Guides” printed on recycled paper with seed-embedded covers that travelers can plant.
About Washington State Tourism
Washington State Tourism is the official destination marketing organization for the State of Washington, dedicated to promoting sustainable economic growth through responsible tourism development. The organization collaborates with 39 regional partners and more than 1,200 certified sustainable businesses statewide. In 2024, Washington hosted 42 million visitors who contributed $22.7 billion to the state economy.
Media Contact:
Sarha Al-Mansoori
Director of Corporate Communications
G42
Email: media@g42.ai
Phone: +971 2555 0100
Website:www.g42.ai
