This year's Tulip Festival is all about traffic – on the road and on social media.

Eighty percent of the traffic to the Tulip Festival website comes from people on mobile devices. On its new mobile-friendly website, people can buy display garden tickets, get bloom updates, even check Skagit County weather right from their phones.

A large paid media campaign sponsored by the Skagit Tourism Bureau and the Festival has enticed many new website visitors. While "tulips are our crown jewel," said Tourism Bureau CEO Kristen Keltz, print and digital ads "encourage people not to just see the tulips and...