Annoucement: SEA Spotlight Ad Program
The Port of Seattle’s Tourism Development team is evolving the long-running SEA Spotlight Ad Program into a Port-led Responsible Travel Campaign at SEA, launching in early 2026. This new initiative will enhance efficiency, support the Port’s sustainability and equity goals, and deliver greater value to our regional tourism network.
The campaign will inspire visitors arriving at SEA to travel responsibly — respecting local communities, cultural heritage, and the environment — while supporting small businesses and lesser-known destinations across our region.
This transition reflects lessons learned from the Spotlight Program, which successfully provided visibility for partners but often placed financial and logistical burdens on participants. The new in-house campaign will allow the Port to reach millions of travelers with unified, impactful messaging promoting inclusive and sustainable tourism.
Key benefits of the new Responsible Travel Campaign include:
- Expanding visibility for underrepresented destinations and small businesses
- Encouraging sustainable and culturally respectful visitor behavior
- Supporting local economies and community resilience
- Advancing the Port’s Responsible Travel Principles across economic, social, cultural, and environmental priorities
The Port currently controls about 20 ad spaces at SEA. The six airport communities of Normandy Park, Burien, Federal Way, SeaTac, Tukwila, and Des Moines will continue to participate in the Spotlight Ad Program just as they have in the past. The remaining ad spaces will feature the new Responsible Travel Campaign, developed in partnership with local agency Monster Design.
The Port aims to feature destinations from across the region in the new visuals, and the ads will be swapped out regularly in order to provide more exposure for more partners. There will be no cost to partners and no application process.
We look forward to sharing updates and opportunities to collaborate as we build this exciting next chapter in responsible travel at SEA.
