Forty-one percent of visitors to the greater Seattle area last year came to visit friends or relatives. Almost one-third came from other cities in Washington. Fifteen percent came from California.

Visit Seattle’s annual tourism report, released yesterday, contains information on “visitor profiles” for the first time. Many of the numbers — which pertain to domestic visitors, or 89% of visitors — are fascinating.

Though a clear plurality came here for personal reasons, fully half chose a hotel, about double the number who stayed with friends or relatives. Fifty-one percent came in their own vehicle, while 45% flew. Entertainment and outdoors were by far the main reasons for trips, far outpacing cultural, sports or business travel. Unsurprisingly, July, August and September were the most popular times to visit.

“At a time of uncertainty for international markets, our team is closely monitoring sentiment and opportunity,” says Visit Seattle President and CEO Tammy Canavan. “Conventions and business events, as well as the cruise, domestic, and Asian leisure markets, all show great promise for Seattle and King County.”

Overall, visits are on the upswing, though still lag pre-pandemic numbers. A total of 40 million visitors came to Seattle and King County, last year a 5.3% increase from 2023 and 95% of 2019 levels. They spent $8.8 billion, an impressive 7.2% increase from 2019. Tourism supported about 68,000 jobs.

Canada was once again expected to be the top international market, with about 1.7 million Canadians visiting last year, though border crossings are down about 30% recently because of President Trump’s steep tariffs and statements about annexing the country.

Optimism for next year is sky high as the FIFA World Cup 2026 at Lumen Field in June and July next year is estimated to have $929 million in economic impact and, as Visit Seattle notes, “unmatched long-term opportunity.”

“This is the crown jewel of opportunities to showcase it,” says Visit Seattle Senior Vice President and Chief Sales Officer Kelly Saling. “We invite the world to experience Seattle.”