Market Update: We break down the business implications, market impact, and expert insights related to Market Update: Tourism momentum lifts Spokane’s economy – Full Analysis.
Spokane’s visitor economy heads into 2026 with solid momentum, renewed confidence, and expanding opportunities that continue to benefit residents, workers, and businesses.
With performance in 2025 providing a strong foundation, 2026 looks well-positioned to continue generating millions in tourism spending that flows directly into hotels, restaurants, attractions, and small businesses here. A combination of expanded air service, strong group bookings, and positive national tourism forecasts points to another healthy year ahead.
Group business shows Spokane’s competitive strength
Large-scale meetings and conventions remain a cornerstone of Spokane’s tourism economy with strong group bookings for the years ahead. Spokane currently has 66 events booked for 2026, representing over 43,000 attendees, more than 60,000 hotel room nights, and an economic impact of $41.4 million.
By comparison, 2025 reflects a strong and dependable base, with 106 events, 44,597 attendees, and more than 76,000 room nights, underscoring Spokane’s proven ability to consistently attract and service group business in a competitive marketplace. This performance sets the stage for the next phase of growth.
Looking ahead, the 2026 pipeline signals a strategic shift toward higher-impact events. Average room nights per event rise to 919 in 2026, compared to 719 in 2025, indicating larger groups, longer stays, and greater economic return per booking. 2026 represents momentum, positioning Spokane to capture more value per event.
Positive outlook for hotels
The national lodging outlook for 2026 provides additional reassurance for Spokane’s tourism sector. According to CoStar/Tourism Economics, revenue per availble room (RevPAR) is projected to increase by 0.6% and the average daily rate (ADR) is expected to rise by 1%.
Performance is expected to strengthen in the second half of the year, partially boosted by global events including the 2026 FIFA World Cup. This stabilizing national environment supports optimistic expectations for Spokane’s hotels, especially given the region’s strong group business.
In 2025, Visit Spokane invested $705,000 in local businesses through creative campaign production, reached more than 90,000 followers across social media platforms, had 1.5 million active users on its website, had 44.5 million people see its digital ads, and landed media mentions in major national publications such as USA Today, Forbes, Newsweek, and NBC Today Show. This data, coupled with a previously released report from Tourism Economics, supports that premise. The 2024 report shows visitor volume surpassed 10 million for the first time that year and total visitor spending in Spokane County reached $1.53 billion. The 2025 numbers will be released in May.
Enhanced air-service strengthens accessibility
Airline investment at Spokane International Airport remains one of the region’s most crucial tourism catalysts. United Airlines will begin new seasonal nonstop service to Houston from May 23 through Aug. 8, providing improved one-stop access to more than 380 global destinations, including Mexico City and Cancun, Mexico, and the countries of Belize and Costa Rica, in Central America.
Alaska Airlines also is expanding with new direct summer service to Anchorage, Alaska, beginning June 10, offering more convenient access to cruise ports and adventure markets. Earlier in the year, Alaska also added new, daily year-round direct flights to and from Orange County, California, starting Jan. 7; a route that supports one of Spokane’s highest‑demand travel markets in the Los Angeles region.
These expanded routes bring more travelers into the community while reinforcing Spokane’s growing visibility as a Pacific Northwest hub for leisure and business travel.
Global forecast reinforces confidence
Tourism Economics’ global convention forecast for 2026 further strengthens Spokane’s outlook. Key highlights from the report include:
- Projected global gross domestic product growth of 2.7%, with travel demand remaining resilient due to strong traveler sentiment and international economic stimulus.
- Moderated but steady U.S. hotel industry growth, with improved occupancy, ADR, and RevPAR projections nationwide.
- International arrivals to the U.S. are expected to surpass prepandemic levels, driven significantly by Asia‑Pacific markets.
- Travelers seeking unique cultural and authentic experiences — an area in which Spokane excels naturally due to its mix of tribal cultural influence, outdoor recreation, arts, food, and walkable downtown neighborhoods.
Leadership perspective
Visit Spokane’s ongoing efforts to attract conventions, leisure travelers, and repeat visitors are making a measurable impact — both economically and by elevating Spokane’s profile as a vibrant destination.
Visit Spokane President and CEO Rose Noble has emphasized the strategic role tourism plays in strengthening Spokane’s economy.
“We recognize the immense potential that tourism holds in fostering economic development, creating jobs, and enhancing the quality of place for our residents,” Noble says of her statewide leadership roles and Spokane’s tourism potential.
A bright future for our tourism economy
The combination of expanded air service, strong group bookings, and positive national and international tourism forecasts points toward continued economic strength for Spokane. Tourism remains one of the region’s most important economic engines — supporting jobs, generating tax revenue, and fueling growth in the hospitality and retail sectors.
With strong leadership, solid market fundamentals, and increasing visibility, Spokane is on track for another impactful year, one that continues to benefit residents and elevates Spokane as a thriving Northwest destination.
Ruth Fitzgerald is vice president of sales at Visit Spokane.