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MRV Industry Overview

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MRV Industry Overview

  1. 1. The Oregon Tourism Industry & Travel Oregon
  2. 2. 10%+
  3. 3. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
  4. 4. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
  5. 5. How does this translate inOregon?
  6. 6. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
  7. 7. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
  8. 8. How does this translate in Oregon?• 88,000 Oregonians directly employed (2010)• Direct: restaurants, hotels, attractions, guiding & outfitter businesses, tour operators, visitor information centers, convention and visitor bureaus• 39,600 jobs supported indirectly (2010)• Indirect: gas stations, charter boats, wineries, taxis, shopping centers, printers, art galleries and more…
  9. 9. Tourism: Direct Employment 1991-200910090 38%8070 Thousands60504030 1991 1994 1997 2000 2003 2006
  10. 10. Why Tourism Matters To Oregon 2010 • $8.1 billion in direct travel spending (+5.2%) • $2.0 billion in travel generated earnings (0%) • $313 million in state and local taxes (+3.3%) • GDP of the travel industry = $3.1 billion • Tourism = still one of Oregon’s top export- oriented industriesOregon Travel Impacts 1991-2010, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
  11. 11. Earnings of Export-Oriented IndustriesOregon Travel Impacts 1991-2009, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
  12. 12. Urban vs. Rural ImpactOregon Travel Impacts 1991-2009, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
  13. 13. 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!!!
  14. 14. 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
  15. 15. 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)• Up to 15% is redistributed to Oregon’s 7 tourism regions
  16. 16. 7 OREGON TOURISM REGIONS
  17. 17. 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.
  18. 18. 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
  19. 19. How do we do this?#1 Set strategic direction for the industry#2 Inspire domestic (U.S.) travelers to visit Oregon#3 Inspire international travelers to visit Oregon#4 Develop our tourism “products” – the Oregon experience – in partnership with community and business leaders as well as local, state and federal public agencies
  20. 20. Oregon’s Brand Values VISIONARY STEWARDSHIP GENUINE
  21. 21. Telling the Oregon story$7 million marketing $1 in media =$201 in visitor spending
  22. 22. An example of how we tell ourstory2010 Oregon Bounty video
  23. 23. Tourism Development Programs• Product Development in Target Niche Markets• Community-Based Sustainable Tourism Planning• Support for Sustainable Business Development• Matching Grants Program• Governor’s Conference on Tourism• Industry Communication• Industry Policy & Research• Tourism & Hospitality Consortium• Oregon Welcome Centers• Oregon Q Care Customer Service Training Program
  24. 24. Organizational Structure Governor Oregon Tourism Commission 9 appointed Commissioners Travel Oregon Chief Executive Officer Travel Oregon Staff 5 departments
  25. 25. Travel Oregon departments• Executive• Operations• Tourism Development• Consumer Marketing• International & Domestic Travel Trade
  26. 26. Tiered system for partnering &communication Destination Marketing Organizations (DMO) (~120) Regional Destination Marketing Organizations (RDMO) (7) Travel Oregon (1)
  27. 27. Tourism industry partnering Local Tourism & Hospitality Industry (business or organization) Example: Caddisfly Resort, LLC Local Destination Marketing Organizations (DMO) Example: Travel Lane CountyRegional Destination Marketing Organization (RDMO) Example: Willamette Valley Visitors Association Travel Oregon
  28. 28. Communication system Travel OregonRegional Destination Marketing Organization (RDMO) Example: Willamette Valley Visitors Association Local Destination Marketing Organization (DMO) Example: Travel Lane County Local Tourism & Hospitality Industry (business or organization) Example: Applegate Regional Theater, Inc
  29. 29. 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
  30. 30. 1% Statewide Tax Revenue also Supports Seven RegionsIn 2009, 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%
  31. 31. TRENDS IN TOURISM
  32. 32. 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
  33. 33. Key Travel Drivers for Willamette Valley• Good for families and adult vacations• Natural beauty• Outdoor recreation opportunities
  34. 34. Key Markets for Willamette Valley• Oregon, Washington, & California• Specifically: – Portland, OR – Eugene, OR – Seattle-Tacoma, WA – Bend, OR – Los Angeles, CA – San Francisco-Oakland-San Jose, CA – Spokane, WA – Medford/Klamath Falls, OR
  35. 35. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
  36. 36. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
  37. 37. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
  38. 38. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
  39. 39. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
  40. 40. Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
  41. 41. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  42. 42. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  43. 43. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  44. 44. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  45. 45. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  46. 46. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  47. 47. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  48. 48. Oregon 2009 Regional Visitor Research, Willamette Valley,Longwoods International
  49. 49. 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
  50. 50. 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

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