WSU Students Craft New Tourism Strategy for Vancouver, WA

Marketing class helps elevate the city's profile and offerings for visitors.

Apr. 8, 2026 at 2:59pm

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Students in a Washington State University international tourism course have developed a new marketing strategy to boost awareness and visitation to Vancouver, Washington. The city, located just across the Columbia River from Portland, Oregon, has struggled to establish itself as a destination in its own right, often overshadowed by its larger neighbor to the south.

Why it matters

As smaller cities and towns seek to diversify their economies and attract more visitors, developing an effective tourism strategy is crucial. The WSU students' work highlights how academic-community partnerships can generate fresh ideas and insights to help elevate a city's profile and showcase its unique offerings.

The details

Under the guidance of Associate Professor Bamboo Chen, the WSU students conducted market research, analyzed the city's strengths and weaknesses as a tourism draw, and crafted a comprehensive marketing plan. Their recommendations include highlighting Vancouver's scenic riverfront, outdoor recreation opportunities, and emerging food and beverage scene to attract visitors from the Portland metro area and beyond.

  • The WSU tourism course took place in the spring 2026 semester.
  • The students presented their final tourism strategy to Vancouver city officials in April 2026.

The players

Bamboo Chen

Associate Professor at the WSU Carson College of Business who teaches the International Tourism course.

Ben Angelo

A student in the WSU tourism course who grew up in Vancouver, Washington.

Vancouver, Washington

A city located across the Columbia River from Portland, Oregon that has struggled to establish itself as a standalone tourism destination.

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What they’re saying

“Before taking this course, I really didn't appreciate all that Vancouver has to offer visitors. The students' work has opened my eyes to the city's potential.”

— Ben Angelo, WSU Student

“The students provided us with a fresh perspective and innovative ideas to help raise Vancouver's profile as a destination. We're excited to implement some of their recommendations.”

— Sarah Johnson, Vancouver Tourism Director

What’s next

The Vancouver Tourism Office plans to meet with the WSU students in the coming weeks to further discuss implementation of the new marketing strategy.

The takeaway

By tapping into the creativity and market insights of university students, smaller cities like Vancouver can develop more effective tourism strategies to compete in an increasingly crowded travel landscape.