Tourism isn’t just about fun events, hotel stays, and busy restaurants, it’s also a key driver of long-term economic development. When people visit Pierce County, they get a firsthand look at what life here has to offer. That experience often sparks interest in relocating, whether for personal reasons or as part of a business decision to move or expand into the region.

For organizations considering relocation or expansion, one of the most important factors they evaluate is quality of life. Will their employees enjoy living here? Will the area help them attract top talent? Will employees stay longer if they feel connected to where they live? In Pierce County, the answer to all of those questions is a resounding yes.

Few times of year show off Pierce County’s strengths better than peak season. According to Dean Burke, President & CEO of Visit Tacoma – Pierce County, “peak season is between Memorial Day and Labor Day, a 98-day window of exactly 14 weeks.” Across the region—from Olympia to Bellingham — this season will feature more than 1,000 events, with over 300 of them taking place in Pierce County alone. The weekends are especially full, with anywhere from 7–8 events during slower stretches to 25–30 events during busier ones.

Visit Tacoma – Pierce County doesn’t spotlight one or two marquee events as the highlight of the season. “Peak is really a combination doing the lifting. Not a single one-off event creates an economic data spike but rather it’s the various events working as a hive, not a lone bee, that showcases the results,” Burke said.

Tourism is a critical economic contributor for Pierce County. It brings energy, diversity, and visibility to the region. Our geography and population are among the most diverse in the United States—stretching from the saltwater shores of the Foss Waterway, where orcas and salmon swim, to the summit of Mount Rainier, a 14,410-foot glacier-capped volcano just 42 miles away. Within that short span, communities thrive on multi-generational employment: military, maritime, forestry, and farming. “We have a lot packed into a small amount of space. You don’t find that kind of echo in many other places around the country,” Burke noted.  This layered landscape is reflected in the experiences we offer visitors. Art, glass, cars, maritime history, and outdoor adventure coexist within just a few city blocks—or a short drive. It’s an immersive, accessible way to experience the region’s culture, heritage, and natural beauty.

The economic impact of tourism speaks for itself. In 2024, tourism supported 28,000 jobs in Pierce County and generated $5.3 billion in total economic impact, with $1.7 billion in direct visitor spending. Tourism also brought in $184.7 million in state and local tax revenue—dollars that support public infrastructure, parks, and community programs.

Most importantly, the majority of that visitor spending stays local, reverberating through the community even in businesses that don’t directly serve tourists. Tourism sustains small businesses and funds community improvements and helps make Pierce County a better place to live—for both current and future residents.

Of course, like many sectors, tourism faces challenges. Tariffs, inflation, and shifting consumer sentiment have created some headwinds, with weaker booking volumes and rate sensitivity in recent months. However, there are still bright spots. Nationally, the leisure and hospitality sector added 24,000 jobs in April 2025 alone. And despite financial concerns ranking high on consumers’ minds, Pierce County remains a compelling and competitive destination.

Visit Tacoma – Pierce County continues to work tirelessly to promote our region to state, national, and international audiences—because bringing people here is the first step in making them want to stay.

To learn more about what Pierce County has to offer, go to visitpiercecounty.com.