Tacoma Launches Liquid Tourism Itinerary for Summer Travelers

The itinerary emphasizes the Pacific Northwest’s distinct social culture, encouraging a relaxed pace that stretches from afternoon tastings to full weekend retreats. By connecting Tacoma’s urban energy with the broader landscape of the Salish Sea, the project aims to turn local libations into a primary driver for tourism.

Matt Wakefield, Chief Marketing and Data Officer for Visit Tacoma-Pierce County, described the initiative as a way to facilitate a sensory reset for travelers. Rather than a rigid schedule, the plan offers a loose framework of neighborhoods and stops, intended to balance exploration with leisure. It serves as a strategic effort to boost overnight stays by framing the region as a destination where the atmosphere—long evenings and scenic views—is as much a part of the experience as the drinks themselves.