Whidbey and Camano Islands Tourism charts community-focused path to year-round economic vitality
Evolving destination strategy focuses on overnight stays, visitor spending, and stronger local economies across both islands
Whidbey and Camano Islands Tourism is advancing a community-focused destination strategy designed to generate meaningful economic benefits for businesses and communities across both islands. Guided by the Island County Tourism Executive Board, the program is sharpening its focus on encouraging overnight stays, increasing visitor spending and spreading tourism’s benefits across more communities throughout the year.
The direction also marks an evolution in how the program evaluates success. Alongside traditional measures of marketing reach and engagement, the team aims to better understand whether its efforts inspire visits, encourage longer stays, and contribute to the local economy. The emphasis is on connecting destination storytelling with tangible outcomes for the people and businesses who call the islands home.
“Our Executive Board has been intentional about building a tourism program that reflects the needs and priorities of our communities,” said Bryan Stucky, Oak Harbor City Councilmember and member of the Tourism Executive Board. “Our vision is to support local businesses, strengthen the economic health of our islands and ensure tourism contributes positively to the places we call home. The direction we’re taking is about making those benefits more meaningful and more widely shared.”
A Collaborative Approach to Tourism
Funded primarily through the 2 percent lodging tax, the Island County Tourism Program operates under an interlocal agreement among Island County, the City of Oak Harbor, the Town of Coupeville and the City of Langley. The Tourism Executive Board provides strategic direction and oversight, while the Tourism Advisory Committee brings perspectives from chambers of commerce, lodging businesses and community organizations across Whidbey and Camano Islands.
Tourism Program Manager Lee Ann Mozes, who joined in May 2026, oversees day-to-day implementation and works with the Board, Advisory Committee and marketing partners to turn those priorities into action. This included coordinating a competitive Request for Qualifications (RFQ) process and strengthening opportunities for local stories to inform destination promotion.
Marketing Partners Working Toward Shared Goals
A coordinated group of creative and communications partners will support the strategy by bringing together content, digital marketing, social media and earned media outreach. Rather than operating as separate campaigns, their work will align around year-round travel inspiration, the distinct experiences of both islands and stories that connect visitors with locally owned businesses.
The partners include Ava Tolcacher (content development), Gatlin Creatives (creative content), Baylii Branding (creative and digital marketing) and Osborne Northwest Public Relations (ON PR), continuing its public relations partnership with the destination. The timing of individual contracts and onboarding will be confirmed separately; not all partners are beginning work on November 1.
“The best stories about Whidbey and Camano Islands come from the people who live and work here,” said Mozes. “Our job is to connect those stories with visitors who will stay, explore and support our local businesses. When we're thoughtful about how we do that, tourism can make a real difference for our communities.”
Community Stories and Public Participation
Community Pulse, available through the tourism website, gives businesses, residents and organizations a way to submit news, events, local stories and opportunities for consideration in future destination marketing. It is a channel for sharing information and story ideas, rather than a formal decision-making forum.
For involvement in the broader tourism program, the Tourism Advisory Committee and public meetings offer additional opportunities to follow and participate in discussions. The Advisory Committee meets monthly, with meetings open to the public. Agendas, minutes and meeting details are available at https://whidbeycamanoislands.com/whidbey-and-camano-islands-tourism.
Community members can share updates through Community Pulse or contact Mozes at l.mozes@islandcountywa.gov.
About Whidbey and Camano Islands
Just north of Seattle in the heart of the scenic Salish Sea sit two of the Pacific Northwest’s most charming island destinations. Whidbey and Camano Islands offer distinctive experiences in every season. A colorful palette of locally owned shops and restaurants provides deep and delicious connections to the community and the land. Off-the-beaten-path trails and beaches offer sanctuary, solitude and a deeper connection with the marine and forest ecosystems that thrive here. Rich history and a healthy dose of local color are reflected in the region’s many artists and makers. Lodging options range from nationally renowned hotels with farm-to-table dining to tucked-away retreats ideal for a quiet escape. For more information on lodging, attractions and upcoming events, visit www.whidbeycamanoislands.com and follow @GoWhidbeyCamano on Instagram and Facebook.