Stateside: Discovering states’ country side

Sandwiched between Canadian British Columbia and California, the Pacific Northwestern destinations of Washington State and Oregon fail to attract the same volumes of UK visitors as their better-known neighbours.

Though Frasier fame and the likes of Kurt Cobain have put cool, cosmopolitan Seattle in the spotlight, operators say there’s limited awareness of the region’s many other attractions – from active volcanoes and rainforest to beautiful rugged coastline.

Travelpack product director Peter Allen said: “I think the Pacific Northwest suffers from lack of exposure. Before September 11 2001 operators were trying to push it, but it’s been overshadowed by places such as Florida, New York and Boston, which have taken priority as the market recovered. So people aren’t aware of what it has to offer.”

In an attempt to win more of the UK market, Washington State Tourism returned to World Travel Market last month after a five-year absence, sharing a stand with Oregon.

The latest hotel openings and refurbishments were revealed, including Seattle’s boutique Hotel Andra, and the city’s renovated Courtyard by Marriott Southcentre. But the region’s natural assets were the prime focus at WTM.

Washington State Tourism media manager Carrie Wilkinson-Tuma said: “We want to promote the diversity – there are the urban centres of Seattle and Portland, Oregon, then the outdoors – mountains, lakes, rainforest, desert and coast.”

Joint marketing activities with tour operators are being planned, and, as the second-largest producer of wine in the US, Washington State is talking to specialist operators about offering wine tours. “We want to develop niche markets such as wine tourism,” added Wilkinson-Tuma.

Beyond Seattle, Washington’s highlights include Olympic National Park, home to the largest rainforest in North America, islands off the coast, Mount Rainier and the Columbia River Gorge.

Mount St Helens, the volcano which erupted in 1980, levelling nearby forests and causing massive landslides, is currently active again – though not considered dangerous. Visitors can take helicopter rides or trek through the dramatic mountain scenery. Events to mark the 25th anniversary of the eruption are planned for next year.

Across the border in Oregon, the unspoilt natural landscape, including Crater Lake National Park and the rugged coast, is also the main attraction.

While a number of operators feature Washington State – including United Vacations, North America Travel Service, 1st Class Holidays, Travel 4 and Kuoni – the focus is largely on Seattle, self-drives combining the region with Canada or other US states, or Alaska cruises.

North America Travel Service sales and marketing director Ruby Briggs said: “It appeals to those who have visited the US three or four times and who are looking for something beyond theme parks and beaches.”

Travel 4 added a nine-day Best of the Pacific Northwest self-drive tour to its new America and the Caribbean brochure. Taking in Seattle, Lake Quinault, Astoria, Portland and Mount Rainier, the trip starts at £471 per person for twin-share accommodation and car hire. Alaska cruises from Seattle are also new for 2005.

Travel 4 product manager North America Julian Lawman said: “It’s one of my favourite regions, combining trendy urban centres with natural attractions. We hope people will combine the new self-drive with an Alaska cruise.”

1st Class Holidays will be expanding its programme for 2005, adding a self-drive itinerary in the Pacific Northwest aimed at those looking to get off the beaten track, while Travelpack hopes to reintroduce flydrive packages – currently only featured on the website – to its 2006 brochure.

Known for its shopping, coffee – the first Starbucks opened here – and as the birthplace of grunge, Seattle is hip, pretty and green, nestling on a strip of land between Lake Washington and the Puget Sound.

The historic Pioneer Square is crammed with galleries, bookshops and cafés and there are endless malls and markets for bargain hunting.

Visit the Observatory Deck on the top of the 520ft high Space Needle Tower for panoramic views. The nearby Science Fiction Museum opened in June.

Sample product: United Vacations features the Holiday Inn Seattle from £38 per person per night, twin-share.

Stretching across one million acres, Olympic National Park has a diverse landscape, from the mist-shrouded coast to beautiful alpine scenery. A wilderness park, the Olympic Mountains form the centrepiece, and much of the interior is only accessible on foot and is fantastic for hiking.

Sample product: North America Travel Service features Lake Quinault Lodge in Olympic National Park from £44 per person per night, twin-share.

Established in 1899, Mount Rainier National Park is a vast expanse of pine forest, meadows and spectacular alpine scenery offering great hiking, mountain biking and climbing.

Of the park’s 235,000 acres, 97% is designated wilderness. The ice-clad Mount Rainier, a dormant volcano encased in 35sq miles of snow and ice, is the tallest of Washington State’s Cascade Mountains, soaring 14,411ft.

Sample product: Travelpack’s 15-night Northwestern Trails flydrive includes a visit to Mount Rainier National Park and starts at £677 per person for twin-share accommodation and car hire, excluding flights.

Known as the City of Roses, Portland is strikingly lush – there are dozens of waterways and more than 240 parks. The historic old town, with its galleries and museums, and the Saturday Market, are highlights, and there’s a lively cultural scene offering plenty of evening fun with everything from jazz clubs to Broadway musicals.

Sample product: 1st Class Holidays features the three-star Portland Hilton, from £79 per room per night.

In the heart of Cowlitz County – better known as Volcano County – Mount St Helens created the largest landslide in the history of the US when it erupted in 1980, changing the landscape forever. Volcanic activity can once again be seen, with ash shooting from the crater. There are dozens of hiking trails and activities in the area, from fishing to cross-country skiing. Three education centres tell the volcano’s story and events are planned to mark the 25th anniversary of the eruption next year, including talks by survivors.

Sample product: Travel 4’s nine-day Best of the Pacific Northwest self-drive tour visits Mount St Helens. Prices are from £471 per person, excluding flights.