Ever driven through downtown Vancouver, Washington lately and wondered why it feels like a completely different city than it did five years ago? It’s not an accident. While the shiny new waterfront and the hum of construction cranes get most of the Instagram glory, there are people behind the scenes pulling the levers of that growth. One name that keeps popping up in the middle of this evolution is Cliff Myers.
Honestly, if you aren't plugged into the local business scene, you might not recognize him at the grocery store. He isn't a flashy developer or a career politician making headlines for controversy. But as the President and CEO of Visit Vancouver WA, Cliff Myers is basically the architect of how the rest of the world sees this corner of the Pacific Northwest.
He arrived in September 2019. Talk about timing. He had about six months of "normal" before the entire travel and hospitality industry slammed into a brick wall. Most people in his position would have spent 2020 just trying to keep the lights on. Instead, Myers and his team used the downtime to fundamentally rebrand the city.
Who Exactly is Cliff Myers?
Cliff didn’t just wander into Vancouver. He came with a serious pedigree from Virginia Beach, where he spent over 14 years climbing the ranks at their Convention and Visitors Bureau. He went from a sales manager to the Director of Administration, overseeing the kind of massive budgets and strategic planning that prepares you for a city on the verge of an explosion.
When he took the helm in Vancouver, the goal was clear: stop being "the place across the river from Portland" and start being a destination in its own right.
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It’s a tough gig. You’ve got the shadow of a much larger city right next door. But Myers leaned into what makes Vancouver different. He’s been vocal about the "boutique" feel of the city—the idea that you can have world-class dining and a massive waterfront park without the overwhelming grit of a major metro area.
The Pandemic Pivot and the Rebrand
When 2020 hit, the tourism industry was a ghost town. Myers didn't panic. Under his leadership, Visit Vancouver WA (formerly Visit Vancouver USA) underwent a massive visual and strategic overhaul. They dropped the "USA" from the name, a subtle but important shift to clarify the brand.
They also launched the "Breathtaking Views with Breathing Room" campaign. It was smart. It played to the PNW’s strengths—outdoor access, patio dining, and wine tasting—at a time when people were terrified of being indoors.
Why Cliff Myers Vancouver WA Matters to the Local Economy
If you think tourism is just about hotel rooms, you're missing the bigger picture. In 2021, even while the world was still shaking off the cobwebs, Vancouver’s waterfront was being ranked in the top 15 riverwalks in the country by Fodor’s. That doesn't happen by magic. It happens through aggressive marketing and placing the right stories in the right hands.
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Myers serves as a bridge between the private sector and the city government. He’s the guy making sure that when a massive sports event like the NAIA Cross Country Championships comes to town, the hotels are full, the restaurants are prepped, and the economic impact actually stays in Clark County.
He also chairs the State of Washington Tourism board. That’s a big deal. It means Vancouver has a seat at the head of the table when it comes to statewide funding and tourism policy. He isn’t just looking at the city limits; he’s looking at how the entire Columbia River Gorge region functions as a tourism engine.
Leadership Style: Nuance Over Noise
People who work with him often point to a specific kind of professional "vision." He isn't interested in short-term wins that burn out. For example, he pushed for a Tourism Master Plan—a $700,000 pilot program to look 10 to 20 years down the road.
Most CEOs look at the next quarter. Myers seems to be looking at the next decade.
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He’s also championed diversity in the city’s marketing. Under his watch, the organization launched Spanish-language landing pages and focused heavily on highlighting LGBTQIA-friendly and Black-owned businesses. It’s a modern approach to tourism—acknowledging that a "vibrant destination" has to be inclusive to actually thrive.
Common Misconceptions About the Role
A lot of people think the CEO of a tourism bureau just goes to fancy dinners and cuts ribbons. In reality, it's a lot of data. Myers is constantly looking at "room nights," "lead volumes," and "visitor spending metrics."
- Myth: Vancouver is just a suburb of Portland.
- Fact: Under Myers, the city has branded itself as a standalone destination with a distinct culinary and outdoor identity.
- Myth: Tourism doesn't affect the average resident.
- Fact: Visitor spending offsets the tax burden for locals. Without that outside money, your property taxes or sales taxes would likely look a lot different to cover city services.
What's Next for Vancouver?
If you follow the trajectory Cliff Myers has set, Vancouver is moving toward being a "tier one" small city destination. We’re talking about more conventions, more sports tournaments, and a waterfront that continues to expand.
The challenges aren't gone, though. Inflation, labor shortages in hospitality, and the ever-changing travel habits of Gen Z and Millennials mean the strategy has to keep evolving. Myers has already started pivoting toward "sustainable tourism"—the idea of growing the city without ruining the local vibe that makes people want to move here in the first place.
Real-World Action Steps for Locals and Business Owners
If you're a business owner in Vancouver or just someone who wants to see the city succeed, sitting on the sidelines isn't the move. Cliff Myers’ work provides a blueprint you can actually use.
- Leverage the Brand: If you run a shop or restaurant, align your marketing with the city's current "vibe." Use the high-quality assets and data provided by Visit Vancouver WA to understand who is actually visiting.
- Stay Informed on the Master Plan: The Tourism Master Plan isn't just for hotels. It affects transit, parks, and infrastructure. Keep an eye on city council meetings where these updates are shared.
- Engage with the Sports Commission: If you host events, get in touch with the Vancouver USA Sports brand. They have resources to help bring regional tournaments to local fields and courts.
- Promote Local Diversity: Follow the lead of the current rebrand by highlighting the diverse voices within your own professional circles. It’s what travelers are looking for in 2026.
Cliff Myers might not be a household name yet, but his fingerprints are all over the "New Vancouver." Whether you're grabbing a beer at a brewery on the waterfront or hiking a trail in the Gorge, you're experiencing a version of the city that has been carefully curated, marketed, and defended by a team that knows exactly where they want to go. The growth is intentional. And honestly? It's about time.