Left to right: Renée Sunde, WR President & CEO, and Representative Cindy Ryu (D-32).
Last month, the 2025 Annual Summit brought together over 600 leaders from government and industry across the Pacific Northwest for five days of discussion, collaboration, and relationship building. Renée Sunde, WR’s President & CEO, served on the Host Committee for this year’s event.
A key focus of the summit was enhancing cross-border travel and tourism between U.S. states and Canadian provinces, particularly with over a million visitors expected in Seattle and Vancouver for the 2026 FIFA World Cup. Sessions highlighted strategies to improve traveler experiences while maintaining security, including modernizing border operations, leveraging digital tools such as preclearance and biometrics, and investing in infrastructure and staffing.
Panelists emphasized tourism’s role as an economic driver that supports small businesses and workforce development. Lessons from past international events, including the 2010 Olympic Games in BC, informed discussions on long-term planning and collaboration. Leaders also underscored the importance of coordinated efforts among federal and state agencies, Indigenous nations, tourism organizations, and the private sector to ensure smooth and safe travel.
Watch the Border and Tourism session and Watch the Travel with Purpose session to learn more.
