Shaping Our Future Together

Showing up for Seattle matters more than ever.

By Tammy Canavan September 23, 2025

People walk along a waterfront promenade overlooking a pier extending into the water, with a cruise ship docked nearby under a clear sky.

Seattle Overlook Walk, Pier 62

Photo by David Newman / Visit Seattle

Seattle’s recovery looks promising, but progress is fragile. Sustaining and strengthening it will take commitment from leaders, businesses, and us: the people that call this region home. The more we show up now—supporting our neighborhoods, businesses, and the people who bring them to life—the more we’ll benefit from the thriving, beautiful city we call home.

We got a glimpse of what’s possible during this summer’s Club World Cup, when tens of thousands of soccer fans from around the world filled restaurants, LINK light rail, and downtown streets. Seattle felt vibrant and welcoming, reminding us of what a thriving city looks like. Quick moments, like Atlético Madrid fans finding a late-night meal after a match, were a small but striking reminder of our resilient city built through years of innovation, creativity, and community.

Crowds of people walk along a waterfront promenade with a large Ferris wheel and industrial structures visible in the background on a sunny day.

Opening day at Overlook Walk

Photo by David Newman / Visit Seattle

People gather and stroll on the illuminated steps leading to an elevated walkway at the Seattle Waterfront, with skyscrapers glowing in the twilight background.

Waterfront Park

Photo by Field Operations courtesy of Waterfront Seattle

In June 2026, that energy will multiply when Seattle hosts six FIFA Men’s World Cup matches, broadcast to an audience of two billion global viewers. Attendance in our city and region is estimated up to 750,000 people engaging in the matches, the Fan Fest, and related activities. The moment is truly historic. This will be more than a tourism bump: it means sustainable jobs in the travel sector, momentum for generational projects like an improved airport, and the chance to show the world Seattle’s inclusivity, diversity, and natural beauty.

Tourism is already a powerful engine for residents. In 2024, more than 40 million people visited Seattle and King County, spending $8.8 billion, supporting nearly 70,000 jobs, and generating $839 million in tax revenue. This impact deepens if we are positioned well for the World Cup and beyond.

These gains and opportunities don’t happen by accident. They come from continued commitment from both leaders and, most importantly, from residents powering this progress.

Several people walk across a city crosswalk on a sunny day, surrounded by modern buildings, trees, bike racks, and parked bicycles.

Downtown Seattle

Photo by Rachael Jones / Visit Seattle

A crowd gathers on a lawn in front of a music stage with the Space Needle visible in the background under a clear blue sky.

Bumbershoot, 2023

Photo by Rachael Jones / Visit Seattle

When I walk through downtown and see where we are today, I am excited and hopeful. Seattle is buzzing with near-daily concerts, festivals, sporting events, and cultural programming. The waterfront is bustling, music venues are packed, baseball is thrilling us, and fall will usher in the arts season that defines our region worldwide.

A woman with long brown and gray hair, glasses, and a black turtleneck smiles in front of the Seattle Convention Center building.

Tammy Canavan, Visit Seattle president and CEO.

These experiences are possible because of the people and institutions we’ve built together. The World Cup will bring this story to the world. Now is the time to keep showing up, supporting our businesses to make sure we seize this opportunity for our community.

Tammy Canavan is the President and CEO of Visit Seattle, the destination marketing organization for Seattle and King County.