Island tourism board shifts strategy to boost overnight visits

Island County tourism officials are changing their marketing approach to focus on keeping visitors on Whidbey and Camano Islands for longer periods.

The program, which is funded by a 2% lodging tax, is moving away from metrics that track only online engagement. Instead, the board wants to measure whether marketing actually leads to people visiting and spending money locally.

This shift follows a decision by the Tourism Executive Board to align the program more closely with community economic priorities.

Bryan Stucky, an Oak Harbor councilmember and board member, explained the group's goals in a recent news release. He stated that the board is intentionally building a program that reflects community needs. Stucky said the vision is to support local businesses and ensure tourism helps the economic health of the islands.

The program is funded through the lodging tax and operates under an agreement between Island County, Oak Harbor, Coupeville, and Langley. An advisory committee made up of local business and community representatives also guides the work.

Lee Ann Mozes, the tourism program manager who started the role in May, is overseeing the new direction. She works with the board and new marketing partners to execute the plan.

The program has hired four firms to handle different aspects of the campaign. Ava Tolcacher is developing content, while Gatlin Creatives is handling creative work. Baylii Branding is taking on creative and digital marketing tasks. Osborne Northwest Public Relations is continuing its previous role. These partners will work together to promote year-round travel and link visitors with locally owned businesses. Some contract start dates are still being finalized.

Mozes emphasized that the marketing will rely on stories from local residents and workers. She said the program's goal is to connect those stories with visitors who will stay and explore. The team is also asking residents and businesses to send event and story ideas through the Community Pulse platform.

The Tourism Advisory Committee meets every month with open public sessions. The public can view agendas and participate at whidbeycamanoislands.com or by emailing Mozes at l.mozes@islandcountywa.gov.