JDRT Industry Overview
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  • 1. The Oregon Tourism Industry & Travel Oregon
  • 2. 10%+
  • 3. How does this translate in Oregon?45,000,000 overnight stays in 2009* Day travel data not provided due to data limitations
  • 4. How does this translate inOregon? Oregon’s 2006 Overnight Marketable Trip Segments
  • 5. How does this translate in Oregon?• 88,000 Oregonians directly employed (2009)• Direct: restaurants, hotels, attractions, guiding & outfitter businesses, tour operators, visitor information centers, convention and visitor bureaus• 39,600 jobs supported indirectly (2009)• Indirect: gas stations, charter boats, wineries, taxis, shopping centers, printers, art galleries and more…
  • 6. Tourism: Direct Employment 1991-200910090 38%8070 Thousands60504030 1991 1994 1997 2000 2003 2006
  • 7. Why Tourism Matters To Oregon 2009• $7.7 billion in direct travel spending (-7.5%)• $2.0 billion in travel generated earnings (-3.3%)• $303 million in state and local taxes (-5.6%)• GDP of the travel industry = $3.1 billion• Tourism = still one of Oregon’s top export- oriented industries
  • 8. Earnings of Export-Oriented Industries 2006 Earning (Billions) Micro-electronics Forestry & Wood Products $$ BillionsAgriculture & Food Products Travel $0 $1 $2 $3 $4 $5
  • 9. Earnings of Export-OrientedIndustries
  • 10. Urban vs. Rural Impact
  • 11. Investing in Oregon’s Tourism Industry• Pre-2004, Oregon’s tourism budget was: – 46th lowest of the 50 states – Oregon was losing market share to other states• Oregon tourism industry needed an economic stimulus!!!
  • 12. Oregon Tourism Investment Proposal (2004)• 1% Statewide Lodging Tax implemented in 2004 – a.k.a. transient occupancy tax (TOT), bed tax, or room tax – applies to hotels, motels, B&Bs and other overnight lodging facilities• New stipulations for local lodging taxes: – required to maintain (or increase) the amount spent on tourism from existing local lodging taxes – governments must direct at least 70% of the new or expanded tax revenue to support tourism
  • 13. 1% Statewide Lodging Tax• Deposited with Travel Oregon $11.5 million collected in 2008 $9.9 million collected in 2009• Oregon’s tourism budget now ranks in the middle of the 50 states (25-28th)• 15% is redistributed to Oregon’s 7 tourism regions
  • 14. 1% Statewide Tax Revenue also Supports Seven RegionsUp to 15% of the 1% statewide tax can goback to the regions for marketing purposesto complement existing local and regionallodging tax revenues. 1.78 million redistributed in 2008 1.41 million redistributed in 2009
  • 15. 7 OREGON TOURISM REGIONS
  • 16. So what isTravel Oregon?The Oregon Tourism Commission dbaTravel Oregon is the official state agencycharged with encouraging economicgrowth to enhance the quality of life inOregon through a strengthened economicimpact of tourism throughout the state.
  • 17. Travel Oregon’s Key Objectives#1 Maximize the return on public and private investments in tourism.#2 Inspire year-round travel and lengthen the average visitor’s stay.#3 Encourage leisure travelers to Oregon from our primary international target markets#4 Develop new and strengthen existing tourism products by providing leadership and fostering collaboration amongst local, regional, national, tribal and private-industry tourism entities. Strategic plan is located on the Travel Oregon Industry website, www.traveloregon.com/industry
  • 18. Values Based Planning VISIONARY STEWARDSHIP GENUINE
  • 19. Organizational Structure Governor Oregon Tourism Commission 9 appointed Commissioners Travel Oregon Chief Executive Officer Travel Oregon Staff 5 departments
  • 20. Travel Oregon departments• Executive• Operations• Tourism Development• Consumer Marketing• International & Domestic Travel Trade
  • 21. Tiered system for partnering &communication Destination Marketing Organizations (DMO) (~120) Regional Destination Marketing Organizations (RDMO) (7) Travel Oregon (1)
  • 22. Tourism industry partnering Local Tourism & Hospitality Industry (business or organization) Example: Historic Hotel Condon Local Destination Marketing Organizations (DMO) Example: John Day River Territory Partnership (in development)Regional Destination Marketing Organization (RDMO) Example: Eastern Oregon Visitors Association Travel Oregon
  • 23. Communication system Travel OregonRegional Destination Marketing Organization (RDMO) Example: Eastern Oregon Visitors Association Local Destination Marketing Organization (DMO) Example: Wallowa County Chamber of Commerce Local Tourism & Hospitality Industry (business or organization) Example: Wing Ridge Ski Tours
  • 24. 1% Statewide Tax Revenue also Supports Seven RegionsIn 2008, Oregon’s 7 tourism regions received the followingamounts for Regional Cooperating Marketing Programs:Greater Portland $496,526 35.3%Oregon Coast $347,782 24.7%Willamette Valley $178,201 12.7%Southern Oregon $142,608 10.1%Central Oregon $122,957 8.7%Eastern Oregon $66,372 4.7%Mt. Hood/Gorge $53,967 3.8%Total $1,408,413 100%
  • 25. Tourism Development Dept.
  • 26. Tourism Development Team• Scott West, Chief Strategy Officer• Kristin Dahl, Sustainable Tourism Dev Manager• Carole Astley, Industry Relations Manager• Michelle Woodard, Industry Relations Liaison• Patti Kileen, Coordinator• Linda Andrews, Assistant
  • 27. Tourism Development Programs• Product Development• Sustainable Tourism Initiatives• Matching Grants Program• Governor’s Conference on Tourism• Scenic Byways• Industry Communication• Industry Policy & Research• Oregon Q Care Customer Service Training Program• Tourism & Hospitality Consortium• Welcome Centers
  • 28. TOURISM DEVELOPMENT Product Development InitiativesRural Tourism StudioTargeted niche market developmentNational Geographic geotourism initiative
  • 29. Product Development: Target Markets• Bicycle Tourism – Oregon Bicycle Tourism Partnership – Oregon Scenic Bikeways – Ride.OregonRide.com• Tribal Tourism – Work with 9 Oregon Tribes, Tribal Tourism Working Group• Watchable Wildlife & Birding Trails – Statewide Birding Tourism Work Group – Support of regional efforts• Agri-Tourism – Agri-tourism workshops RTS – Oregon Bounty• Cultural heritage tourism – Heritage Commission representative – Historic Columbia River Highway Advisory Committee representative
  • 30. Oregon Bicycle Tourism Partnership Travel Oregon as convener Convened since 2003 120+ organizations involved From all facets of cycling  3‐4x / year
  • 31. Oregon Bicycle Tourism Partnership Tour companies Bike shops  Event organizers Local Destination Marketing Orgs Policy orgs Transportation authorities Public land managers
  • 32. Oregon Bicycle Tourism Partnership OBJECTIVE: TO MAKE OREGON A  PREMIERE  CYCLING DESTINATION
  • 33. RideOregonRide.com
  • 34. OREGON SCENIC BIKEWAYS
  • 35. OregonTribal TourismWorking Group• 9 Tribe of Oregon• Collaborative projects
  • 36. Birding TourismWorkgroup• Marketing• Fundraising• Network of supportBirding Guides:• Willamette Valley• Cascades• Klamath• Basin & Range• Coast
  • 37. National GeographicCentral CascadesGeotourism Initiative
  • 38. geotourismTourism that sustains or enhances the geographical character of a place— its environment, culture, aesthetics, heritage, and the well-being of its residents.
  • 39. TOURISM DEVELOPMENT: SUSTAINABLE TOURISM INITIATIVESPhoto by Greg Lee
  • 40. TOURISM DEVELOPMENT Sustainable Tourism InitiativesSustainable Tourism Advisory CommitteeSustainable Business Inventory (Pledge)Statewide Travelers’ Philanthropy program
  • 41. TOURISM DEVELOPMENT Internal SustainabilityTravel Oregon Green TeamEarthWISE CertificationNatural Step Training
  • 42. Matching Grants Program $80,000 in grant funds availableNew tourism projects that contribute to the development andimprovement of local economies and communities throughout thestate by means of enhancement, expansion and promotion of thevisitor industry. One grant application per year. – Funding request can be up to $10,000 (1 to 1 match required) – Minimum ask is $1,000 – Competitive grant process 2011-2012 Grant Cycle: Applications due August 2011
  • 43. Gilliam County Cooperative Ad
  • 44. Governor’s Conference on TourismApril 10-12, 2011 – save the date!Hilton Eugene & Conference Centerwww.OregonTourismConference.comExhibitor & Sponsor opportunitiesRegistration opens January 2011
  • 45. National & State Scenic Byways
  • 46. Oregon Q-Care Customer Service Trainingwww.OregonQCare.comExclusively online 24/7Free of charge!Visitor industry and regional focusIntroduction + 3 modulesCertificate self-generated at end of Q Care Quiz
  • 47. State Welcome CentersTravel Oregon operates 9 State Welcome CentersLocated at key entry points into OregonBrochure program • Portland International Airport • Ashland/Siskiyou • Astoria • Brookings • Klamath Falls • Lakeview • Ontario • Oregon City • Umatilla
  • 48. Industry website:www.traveloregon.com/industry
  • 49. Tourism Development
  • 50. Industry Blog & eNewsletter
  • 51. Industry Policy & ResearchPolicy: Government affairs, legislative issues, agency & partner relationsResearch: Development and marketing decisions are based on research Primary research studies include: •Local Transient Lodging Tax Survey •Oregon Overnight Travel Study •Oregon Travel Impacts (1991-2009 economic impacts) •Fishing, Hunting, Wildlife Viewing & Shellfishing in Oregon •Tourism & Hospitality Indicators Report •Regional Research •Travel Oregon Reports All available on website:www.TravelOregon.com/Industry under ‘Research’
  • 52. Tourism and Hospitality ConsortiumGoal: Promote the tourism & hospitality industry as a primary socio-economic driver in OregonKey Message: “What’s good for tourism and hospitality is good for Oregon and what’s good for Oregon is good for the tourism and hospitality industry”Involving 60+ leading industry organizations and individuals
  • 53. Tourism & Hospitality Consortium Steering Committee• Kari Westlund, President & CEO, Convention & Visitors Association of Lane County Oregon• Roger Fuhrman, Director, Oregon Department of Fish and Wildlife• Katy Coba, Director, Department of Agriculture• Bill Cross, Director, Oregon Destination Marketing Organization (formerly OACVB)• Todd Davidson, CEO, Travel Oregon• Jeff Miller, President & CEO, Travel Portland• Matt Garrett, Director, Oregon Department of Transportation• Cheryl Gribskov, Director, Travel Information Council• Alana Audette, President & CEO, Central Oregon Visitors Association• Steve McCoid, CEO, Oregon Restaurant and Lodging Association• Dave Tovey, representing Oregon Tribes• Scott West, CSO, Travel Oregon• Tim Wood, Director, Oregon Parks and Recreation Department
  • 54. TRENDS IN TOURISM
  • 55. Current Trends in Tourism• Consumers trading down/not out – Intent to Travel Improving• Shorter planning cycles – more rubber tire trips• Seeking travel value due to the macro economic situation• Consumers see the marketplace as affordable• Packaged opportunities more relevant Source: US Travel, TravelHorizons, 2009
  • 56. Key Travel Drivers for Eastern Oregon• Good for families and adult vacations• Natural beauty• Outdoor recreation opportunities
  • 57. Key Markets for Eastern Oregon• Oregon, Washington, California & Idaho• Specifically: – Portland, Oregon – Eugene, Oregon – Spokane, WA – Seattle-Tacoma, WA – Yakima, WA – Sacramento, CA – Boise, ID
  • 58. Survey – Travel Activities If y o u d id tra v e l to o r within Ore g o n d uring the Ore g o n A d v e nture c a tio n p ro mo tio n, whic h a c tiv itie s d id y o u p a rtic ip a te in (in Ore g o n)? Che c k a ll tha t a p p ly . 80.0% 66.7% 70.0% 60.0% 47.7% 46.8% 50.0% 40.0% 31.0% 30.0% 25.6% 21.2% 20.4% 20.0% 13.3% 7.4% 10.0% 0.0% Visited a winery Mountain biked Visited a local Stayed overnight Outdoor rec event Played golf adventure sports Road biked Hiked/backpacked Participated in restaurant (hotel/b&b) activities• Outdoor interest translated into travel activities – Hiking also was a key activity
  • 59. Survey – Travel Motivators W ha t ty p e o f a c tiv ity wo uld mo tiv a te y o u to tra v e l to Ore g o n d uring the s p ring / s umme r? Che c k a ll tha t a p p ly .70.0% 64.9% 64.2%60.0% 48.3%50.0% 44.4% 40.2%40.0% 26.8%30.0% 23.7% 23.7% 22.4% 18.5%20.0% 13.5% 10.3% 9.4%10.0%0.0% ng g g g ng ng ng g g g s ng kin fin in in s in in nt i pi te hi ki sh nn rd ak di k ve ol Bi m Hi tc ra Bi ar Bi Fi G Ru ay re wa Ca s/ n ad bo ai /K ge oo nt e Ro ow ng ka td lif ou Sn ild fti ou ac M Ra W g/ p g in iin al nd i Sk ec te Sp At• Hiking and Deals are primary travel motivators to this audience