Thurston County Tourism Booms, Bringing $570M in Visitor Spending

Experience Olympia and Beyond interim CEO Shauna Stewart highlights the economic impact of tourism in the region.

Published on Feb. 10, 2026

Got story updates? Submit your updates here. ›

In 2024, Thurston County welcomed over 3.3 million visitors who spent $572.5 million, supporting 4,076 local jobs and generating $56.7 million in state and local tax revenue, according to data presented by Shauna Stewart, interim CEO of Experience Olympia and Beyond, the county's destination marketing organization.

Why it matters

Tourism is a vital part of Thurston County's economy, supplementing the quality of life for residents through visitor spending at local businesses, restaurants, hotels, and attractions. As the region prepares to host FIFA World Cup fans visiting nearby Seattle, Experience Olympia and Beyond is working to capitalize on the increased visitation.

The details

Stewart shared that 58.8% of the 3.39 million visitors in 2024 were day-trippers, while 41% stayed overnight. Overnight visitors accounted for 70% of the total $572.5 million in direct visitor spending. The top attraction experiences were dining (56.2%), shopping (45.8%), and enjoying the area's scenic beauty (41.2%). Experience Olympia and Beyond is funded through lodging tax, tourism promotion assessments, and visitor revenue, with a current budget of $1.4 million. Yelm's LTAC funding for 2026 is $7,000.

  • In 2024, Thurston County welcomed over 3.3 million visitors.
  • The FIFA World Cup will be held at Seattle's Lumen Field this summer, with six matches scheduled between June 15 and July 6.

The players

Shauna Stewart

The interim CEO of Experience Olympia and Beyond, the official destination marketing organization for Thurston County.

Experience Olympia and Beyond

The official destination marketing organization for Thurston County, with a budget of $1.4 million funded through lodging tax, tourism promotion assessments, and visitor revenue.

Got photos? Submit your photos here. ›

What they’re saying

“In terms of tourism, overall, the thing we love about tourism is it's bringing new money into the region and supporting our quality of life here as residents. I'd like to say that tourism is supplementing our quality of life, supplementing small businesses and small restaurants, and the things we all love and enjoy about living here — quality parks, good health care, good transportation and infrastructure.”

— Shauna Stewart, Interim CEO, Experience Olympia and Beyond (yelmonline.com)

“When we travel, when we go to a new place, when we meet new people, we're connecting with a location, a spot, and also connecting with other humans. I don't know if you guys had ever felt that when you go somewhere and you come back a little changed. Maybe a little more hopeful, more inspired, a little more soft or interested or curious. Those are all things we love that tourism can foster.”

— Shauna Stewart, Interim CEO, Experience Olympia and Beyond (yelmonline.com)

What’s next

Experience Olympia and Beyond is actively involved in the FIFA World Cup planning, running advertisements to attract visitors from Seattle to the Olympia area and supporting a fan zone in the region to capitalize on the increased visitation expected during the tournament.

The takeaway

Tourism is a vital economic driver for Thurston County, generating over $570 million in direct visitor spending and supporting thousands of local jobs. As the region prepares to host FIFA World Cup fans, the county's destination marketing organization is working to maximize the benefits of this increased tourism.