Visit Seattle has unveiled a new digital initiative designed to empower travel advisors with specialized knowledge of the Emerald City. The Seattle Destination Training Program is a free, interactive certification course tailored to help travel professionals effectively promote and sell the city’s diverse offerings—from outdoor excursions and cultural experiences to culinary gems and major sporting events.
This self-paced, two-hour course provides participants with curated insight into four high-demand travel segments: sports and events, local highlights, outdoor recreation, and Seattle’s dynamic food scene. Upon completion, participants earn the official Seattle Certified designation, recognizing their advanced expertise in Seattle tourism.
“Our goal is to provide agents with the tools they need to truly bring Seattle to life for their clients,” said Visit Seattle representatives in a statement. “Whether they’re planning for first-time visitors or repeat travelers, this course helps ensure an unforgettable experience.”
Engaging Curriculum, Real-World Value
The training is designed to be both educational and practical. Travel professionals will gain access to up-to-date resources including destination guides, high-quality visuals, and insights into current travel trends. The knowledge gained allows agents to confidently design personalized itineraries tailored to individual traveler interests—be it a family adventure, romantic escape, or foodie getaway.
As an added incentive, agents who complete the training by July 1, 2025, will be eligible for a chance to join a familiarization trip to Seattle in October. Three winners will be selected for the exclusive opportunity to explore the city in person, network with local tourism partners, and deepen their first-hand knowledge of top attractions.
A Closer Look at the Training Modules
The Seattle Destination Training Program is structured around four key modules, each designed to reflect what draws travelers to the region:
1. Sports and Events
Seattle’s energy comes alive through its professional sports teams and annual festivals. From Seahawks and Mariners games to major citywide events like Seafair and Bumbershoot, this module helps agents tap into the vibrant spirit that defines the city’s cultural calendar.
2. Selling the Seattle Experience
This segment offers strategies for showcasing the unique appeal of Seattle—from its tech innovation and rich arts scene to diverse neighborhoods and iconic landmarks. Travel advisors will learn how to craft narratives that resonate with various traveler personas.
3. Outdoor Adventures
With mountains, water, and forest within reach, Seattle is a haven for nature lovers. This module dives into the city’s recreational opportunities, such as hiking, whale watching, and kayaking, as well as excursions to surrounding national parks and coastal retreats.
4. Culinary Discoveries
Seattle’s food culture is as eclectic as it is authentic. From Pike Place Market to hidden culinary gems, agents will explore the city’s food scene—including seafood staples, global cuisines, and its renowned coffee heritage—to help build irresistible culinary itineraries.
Certification and Ongoing Support
Those who achieve Seattle Certified status will not only gain industry recognition but also receive continued access to Visit Seattle’s resource hub. The portal includes downloadable marketing materials, suggested itineraries, and news updates to help advisors remain current and competitive.
The certification also provides a significant sales advantage. With a deeper understanding of what makes Seattle distinct, certified agents can better engage clients and close more bookings with confidence and creativity.
Why This Matters for Travel Professionals
In a competitive travel landscape, destination expertise is key. Visit Seattle’s initiative positions advisors to better meet client needs, increase their value proposition, and unlock new business opportunities.
“Seattle is more than just a destination—it’s an experience waiting to be discovered,” said Visit Seattle. “This program helps travel professionals become storytellers, advocates, and experts for one of America’s most captivating cities.”
Enrollment is now open. Travel professionals can begin their journey to becoming Seattle Certified by visiting www.seattledestinationtraining.org.
