The Inland Northwest tourism sector is experiencing modest, steady growth this year, and industry experts here and in North Idaho say they expect the trend to continue in 2026.

Rose Noble, president and CEO of Visit Spokane, says Spokane County’s tourism sector is closing out 2025 on stable footing and many are looking toward next year with an optimistic outlook.

“It’s always hard to predict what we call leisure tourism — any type of just regular visitation,” Noble says. “Traditionally, we’ve seen anywhere from a 2% to a 4% year-over-year increase. Last year, we broke 10.1 million visitors. We’re hoping that the 2025 numbers will be up from that and we want to see that continue for 2026."

The modest growth is attributed to large convention business that softened slightly in 2025, Noble says. Visit Spokane is working to turn that around in 2026 by finalizing several major convention groups before year’s end.

“We do have 50-plus groups on the books,” she says.

In 2026, 64 groups are already contracted, including 26 that are multivenue — those occupying the Spokane Convention Center and at least one hotel — generating 59,655 room nights, 42,759 attendees, and an estimated $34.2 million in economic impact, Noble says.

Bloomsday and Hoopfest events are expected to attract visitors to Eastern Washington and both are reporting strong numbers. Additionally, new attractions are emerging, including a proposed Topgolf facility in Liberty Lake, Noble says. Several new hotels also are planned to accommodate more visitors in Spokane County, and the Spokane Public Facilities District is preparing a new musical festival. The Gesa Pavilion is contracted with Los Angeles-based AEG Presents LLC to host an expanded slate of summer concerts, which Noble says will further strengthen 2026 tourism numbers.

“We’re optimistic that transient travel is going to be decent next year with some of the events happening in 2026 and Spokane County’s dedication to making sure there’s arts and travel,” she says.

Noble notes that travel from Canada has dipped slightly. Visit Spokane counted 35,000 Canadian visitors in 2024 and expects a tally of about 30,000 for 2025. The dip in visitations is more prominent in the leisure travel sector than with group bookings, as Nobel explains that most large conventions are for U.S.-based organizations.

“We’re monitoring Canadian travel international trends,” she says. “Traditionally, Canadian travel impacts us a little bit more than in other countries.”

The decrease in Canadian visitation is also impacting North Idaho, says Mark Robitaille, executive director at Visit Coeur d’Alene.

“We’ve lost a little bit (of tourism) from our Canadian travelers, and that’s a bummer,” Robitaille says.

Even so, he remains optimistic for the year ahead, noting that Silverwood Theme Park’s presale tickets are up significantly and hotel bookings show a healthy demand heading into the early months of 2026.

Robitaille says lodging tax collections — one of North Idaho’s most reliable tourism indicators — are ending 2025 nearly flat compared to 2024. The stability, he says, indicates resilience. Statewide, Idaho’s lodging tax collections rose 3.5% last year, with North Idaho collections up 2.5%.

“During COVID, we had a boom in Idaho, so we’re not going to see huge increases like we did,” he says. “Traditionally, over the last 20 years, we were running anywhere from a 6% to a 9% increase. During COVID we were up 30%. To retain those numbers is good.” 

Population growth in the Spokane-Coeur d’Alene region continues to drive steady restaurant traffic, new attractions, and year-round visitation, adds Robitaille.

Three new hotel projects — including Hagadone Hospitality Co.'s Sherman Tower expansion at The Coeur d’Alene Resort, two Marriott-branded hotels in Coeur d'Alene, and a Hyatt Place hotel in Post Falls — will add about 400 rooms by 2027.

“That’s going to impact tax collections, which is our gauge,” Robitaille says.

Ashley Blake, CEO of Spokane Sports, says Spokane saw steady demand in 2025 for tournaments and championship events across multiple divisions.

“The success of sports tourism in Spokane benefits the entire community,” she says. “Events organized by Spokane Sports attract out-of-town visitors and enhance the city’s national and international profile.”

Blake says Spokane Sports contributes $92.6 million in annual business sales; supports 589 jobs in the hospitality, transportation, and retail industries; and generates $8.4 million in annual state and local taxes. The momentum, she says, has established a promising outlook and foundation for 2026.

“Spokane Sports is set to host 48 events spanning regional, national, and international levels across youth, collegiate, and masters’ divisions,” Blake says. “We anticipate welcoming nearly 200,000 attendees, with an average stay of 2.5-days per visitor.”

A significant portion of this activity, she notes, will center around The Podium Powered by STCU, collectively known as The Fast Season — a signature series of 14 indoor track and field meets.

“The first four years of hosting at The Podium Powered by STCU have exceeded our expectations, both in performance and delivering a meaningful impact to the community,” Blake says. “The facility has been a phenomenal example of collaboration, boosting tourism in the winter when our city needs it the most.”

Also in the new year, USA Volleyball’s Pacific Northwest Qualifier will return, which Blake says is expected to attract more than 30,000 attendees, along with USA Wrestling’s Women’s National Championships and USA Karate Nationals. Additionally, Spokane Valley’s new cross-country venue, The Course Spokane Valley, will host the NCAA Division III Cross Country Regionals, the Nike Bob Firman Invitational, Nike Cross Regionals Northwest Championships, and the NWAC Cross Country Championships.

“This venue is destined to become a cornerstone in the region’s running landscape,” Blake says.