Seattle is a premier travel destination with world-class attractions, culinary experiences, nature and wildlife on its doorstep and within easy reach of other ‘must visit’ locales on the Pacific Northwest, Sam Castillo, Manager, Tourism Development – UK and European Markets for Visit Seattle, tells Steve Hartridge
Describe briefly your job role and main responsibilities.
I am the Tourism Development Manager for Visit Seattle’s target European markets, including the UK. I work with our European in-market agencies to develop Seattle product, manage numerous co-ops, stay up to date on current travel trends, and arrange trade and media FAMs to our region. Additionally, I attend in-market trade shows to connect with key European Tour Operators and media.
What do you get/hope to benefit from…membership of Visit USA UK?
As a member of VUSA UK, we hope to engage with industry professionals through impactful events and trainings to effectively showcase Seattle and our region as a premier travel destination. We also hope to benefit from representation in newsletters – such as this one – online and print activities, and other forms of direct communication for maximum visibility.
Additionally, we value accurate and consistent reporting to find out how our message is being received in the market.
How important are the UK and Irish markets to tourism in the city, and your marketing plans?
UK and Irish travellers represent a valuable segment for our tourism economy, with the UK ranking as the fourth-largest inbound market.
To further enhance Seattle’s appeal, we plan to strengthen our marketing efforts and tailor experiences that resonate with these visitors.
By highlighting our city’s unique offerings, world-class attractions, culinary experiences and proximity to pristine nature, we hope to encourage even more UK and Irish travellers to visit Seattle.
How does Seattle fit into a touring itinerary of the northwest, and what is the ideal length of stay?
Seattle is a perfect stop on a north-west touring itinerary, offering a vibrant mix of urban culture and easy access to nature.
Ideally, a three- to four-day stay, plus some time to take a day trip or two would allow you to fully appreciate Seattle’s unique blend of city life and outdoor adventure, making it an essential and enriching part of your journey through the Pacific Northwest.
You can explore lively neighbourhoods, world-class museums, diverse dining options and scenic parks.
Seattle is also a great base to discover wider Washington State, a hike in the Alpine like Mount Rainier National Park is only just over an hour’s drive, while the Bainbridge Island Ferry grants access to the stunning Olympic Peninsula.
Seattle is also only a two-and-a-half drive from Vancouver, Washington State and Portland, meaning you can link the three cities on an epic road trip.
Tell, us five “must see” attractions in Seattle?
Space Needle
A legendary symbol of Seattle, the Space Needle stands at 605 feet tall, offering breathtaking panoramic views of Mount Rainier, Puget Sound and the city skyline.
The 520-foot observation deck features floor-to-ceiling glass panels, an open-air viewing area, and The Loupe – the world’s first rotating glass floor. Visitors can also enjoy local wines at the Atmos Wine Bar while soaking in the scenery. Whether by day or night, the Space Needle is an unmissable experience.
Pike Place Market & Overlook Walk
A cornerstone of Seattle culture since 1907, Pike Place Market is one of the oldest continuously operating public markets in the U.S.
It boasts fresh produce, locally sourced seafood, artisan crafts and speciality foods. Famous for its lively fish-throwing vendors, the market also features over 500 stalls, from flower shops to indie boutiques. Food lovers can enjoy diverse eateries, from family-run bakeries to international street food. Don’t miss the original Starbucks and the colourful Gum Wall in Post Alley. After shopping the market, explore down to Seattle’s newly renovated waterfront via the new Overlook Walk, an expansive walkway and observation deck connecting Pike Place Market to the waterfront for the first time in history.
Chihuly Garden and Glass
Chihuly Garden and Glass is a stunning showcase of Dale Chihuly’s glass artistry, located just a stone’s throw away from the Space Needle. The highlight is the Glasshouse, featuring a 100-foot suspended sculpture that changes with the light. Indoor galleries display intricate designs, while the outdoor garden blends vibrant glass installations with lush greenery. With the Seattle skyline as a backdrop, this immersive exhibit is a must-see for art lovers and visitors alike.
Museum of Pop Culture (MoPOP)
Seattle’s countercultural music scene – home to legends like Nirvana, Pearl Jam and Jimi Hendrix – has defined the city itself. Its significance is best celebrated at the Museum of Pop Culture (MoPOP). Designed by Frank Gehry, the museum’s bold, fluid architecture reflects the energy of music. Inside, visitors can explore permanent exhibitions on these iconic artists, a guitar gallery featuring instruments from legends like Slash and Dave Grohl, and a sound lab where they can create their own music.
Kerry Park
Every city has its “wow” spot, and Kerry Park is Seattle’s. Located on Queen Anne Hill, it offers one of the most iconic views of the city’s skyline, with the Space Needle and Mount Rainier as the backdrop. Though small, it’s an ideal spot for photos, especially at sunset when the sky is painted with vibrant colours. With its green space, benches, and sculptures, this peaceful park is a perfect place to relax, have a picnic and take in the beauty of Seattle.
What is new in the city?
Seattle has a long legacy of nurturing creative movements and Cannonball Arts, a new contemporary art centre located in the heart of downtown, continues this trend.
This expansive 66,000-square-foot space will open in April and is dedicated to showcasing and celebrating artists from diverse disciplines, mediums and genres. It is being developed in partnership with the Muckleshoot Indian Tribe.
Do you have a top tip for visitors?
Seattle is a city made for outdoor enthusiasts – surrounded by water, mountains and lush forests. Locals love gathering in the city’s parks and beaches, but for a quieter alternative to the busier spots, those in the know head to Golden Gardens. This scenic retreat offers stunning views of Puget Sound and the Olympic Mountains, along with sandy shores and picturesque walking trails. Its serene environment makes it an ideal spot for picnicking, birdwatching, and unwinding after a day of sightseeing.
Also, New York may have pizza, but Seattle’s Toshihiro Kasahara sparked a teriyaki craze in the 1970s. With a rich Asian American history dating back to the 1800s, the Chinatown-International District embodies the city’s diversity, best represented by Uwajimaya. More than a grocery store, it’s a cultural hub offering Asian groceries, fresh seafood, and specialty goods. From kitchenware to unique finds, Uwajimaya is a must-visit for food lovers and culture seekers.
For those who want to base themselves in Seattle, can you recommend some day trips/two- or three-night breaks that would give UK visitors a glimpse of what Washington State offers beyond its gateway city?
Seattle is perfectly positioned as a base for exploring the wider region.
With short drives or ferry rides leading to destinations such as the San Juan Islands, North Cascades, or even neighbouring cities like Vancouver, WA and Portland, it offers your clients the opportunity to enjoy a multifaceted holiday that combines urban exploration with outdoor adventures.
Just a little over an hour’s drive from Seattle, Mount Rainier National Park is an iconic destination for nature enthusiasts. The park is renowned for its breathtaking alpine scenery, with the towering, snow-capped peak of Mount Rainier dominating the landscape. Visitors can enjoy a variety of hiking trails suitable for all levels and in the summer months, the meadows burst into a riot of colour with wildflowers. In winter, the park transforms into a snowy wonderland, offering a completely different yet equally stunning experience.
For another day trip, North Cascades National Park is often referred to as the “American Alps”, North Cascades National Park is the perfect destination for those who appreciate rugged mountain scenery and challenging hikes. The park offers pristine landscapes and a sense of wild, unspoilt nature. Whether you’re in the mood for an invigorating hike or simply want to admire the dramatic vistas, North Cascades provides a truly memorable outdoor adventure.
For a two- or three-night break, head to Olympic National Park. Begin your journey with a scenic ride on the Washington State Ferry before immersing yourself in the diverse landscape of Olympic National Park. You can explore the park’s rugged coastline, wander through temperate rainforests and marvel at glacier-capped peaks. The park offers a wealth of activities for nature lovers, from wildlife spotting and hiking to simply absorbing the tranquillity of these unique ecosystems.
And for a relaxing escape, consider a two-night getaway to the San Juan Islands. Accessible by a short ferry ride from Anacortes or by seaplane, these picturesque islands are perfect for unwinding. You can enjoy kayaking in calm waters, embark on a whale-watching excursion, cycle around the scenic landscapes or simply relax in the charming town of Friday Harbour. The islands offer a serene retreat from the hustle and bustle of city life, making them an ideal destination for a peaceful break.
Are there any annual events and/or festivals that visitors could plan a visit around?
Most festivals take place in fields miles out of town, but not Capitol Hill Block Party (July 18-20, 2025). Situated in the heart of Seattle in one of the Emerald City’s coolest neighbourhoods, the festival features over 100 local and national artists across five stages over three days. Chappell Roan played the festival during her meteoric rise to stardom, demonstrating Capitol Hill Block Party certainly has its finger on the musical pulse.|
The festival is a musical jungle, spread over three blocks – there’s something for everyone in this vibrant, slightly eclectic urban event. The festival also includes live art, immersive installations and plenty of food and drink stalls for fans to refill after moving to the beats.
If you had to give our readers – travel agents – one tip to help persuade their clients to visit Seattle, what would they be?
Emphasise a vibrant city break with amazing access to nature. Seattle offers an exceptional mix of vibrant city life and stunning natural surroundings. Highlight to your clients that they can explore bustling urban attractions – from world-class museums and eclectic neighbourhoods to thriving culinary and arts scenes – and then step outside the city to experience breathtaking landscapes like Mount Rainier and the Olympic Peninsula. Surrounded by water, Seattle’s unique location between Puget Sound and Lake Washington also offers endless opportunities for waterfront dining, kayaking, and scenic ferry rides.
How can a travel agent discover more about Seattle?
In March, Visit Seattle launched a new free, interactive online programme designed to help travel agents offer unforgettable Seattle experiences.
The Seattle Destination Training provides a self-paced curriculum covering the city’s attractions, culture and natural beauty. The four courses include Seattle’s Spirit: Sports and Events, Mastering the Art of Selling Seattle, Exploring the Great Outdoors and Savouring Seattle: A Culinary Journey.
Completing the programme earns agents the “Seattle Certified” designation, equipping them with the knowledge and resources to curate exceptional travel experiences. Additional free resources, including visuals and destination updates, are also provided to keep agents informed.
seattledestinationtraining.org
visitseattle.org
