The document outlines the impact of the tourism industry in Oregon, noting its contribution of $8.1 billion in direct travel spending and numerous jobs supported directly and indirectly by the sector. It highlights the changes made since the implementation of a 1% transient occupancy tax in 2004, which has improved Oregon's tourism budget ranking. Travel Oregon, the state's official tourism agency, aims to promote economic growth through strategic marketing and development of tourism products.

1. The Oregon Tourism Industry &
Travel Oregon

2. 10%+

4. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry

5. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry

6. How does this translate in
Oregon?

7. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry

8. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry

10. 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…

11. Tourism: Direct Employment
1991-2009
100
90
38%
80
70 Thousands
60
50
40
30
1991 1994 1997 2000 2003 2006

12. 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 industries
Oregon Travel Impacts 1991-2010, Dean Runyan Associates
Available at: www.TravelOregon.com/Industry

13. Earnings of Export-Oriented
Industries
Oregon Travel Impacts 1991-2009, Dean Runyan Associates
Available at: www.TravelOregon.com/Industry

14. Urban vs. Rural Impact
Oregon Travel Impacts 1991-2009, Dean Runyan Associates
Available at: www.TravelOregon.com/Industry

15. 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!!!

16. 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

17. 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

18. 7 OREGON TOURISM REGIONS

19. So what is
Travel Oregon?
The Oregon Tourism Commission dba
Travel Oregon is the official state agency
charged with encouraging economic
growth to enhance the quality of life in
Oregon through a strengthened economic
impact of tourism throughout the state.

20. 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

21. 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

22. Oregon’s Brand Values
VISIONARY
STEWARDSHIP
GENUINE

23. Telling the Oregon story
$7 million marketing
$1 in media
=
$201 in visitor spending

24. An example of how we tell our
story
2010 Oregon Bounty
video

25. 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

26. Organizational Structure
Governor
Oregon Tourism Commission
9 appointed Commissioners
Travel Oregon
Chief Executive Officer
Travel Oregon Staff
5 departments

27. Travel Oregon departments
• Executive
• Operations
• Tourism Development
• Consumer Marketing
• International & Domestic Travel Trade

29. Tiered system for partnering &
communication
Destination Marketing
Organizations (DMO)
(~120)
Regional Destination
Marketing
Organizations (RDMO)
(7)
Travel Oregon (1)

30. Tourism industry partnering
Local Tourism & Hospitality Industry
(business or organization)
Example: Caddisfly Resort, LLC
Local Destination Marketing Organizations (DMO)
Example: Travel Lane County
Regional Destination Marketing Organization (RDMO)
Example: Willamette Valley Visitors Association
Travel Oregon

31. Communication system
Travel Oregon
Regional 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

32. 1% Statewide Tax Revenue also
Supports Seven Regions
Up to 15% of the 1% statewide tax can go
back to the regions for marketing purposes
to complement existing local and regional
lodging tax revenues.
1.78 million redistributed in 2008
1.41 million redistributed in 2009

33. 1% Statewide Tax Revenue also
Supports Seven Regions
In 2009, Oregon’s 7 tourism regions received the following
amounts 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%

34. TRENDS IN TOURISM

35. 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

36. Key Travel Drivers for
Willamette Valley
• Good for families and adult vacations
• Natural beauty
• Outdoor recreation opportunities

37. 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

38. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry

39. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry`

40. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry`

41. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry`

43. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry`

44. Oregon 2009 Visitor Report, Longwoods International
Available at: www.TravelOregon.com/Industry`

45. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

46. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

47. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

48. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

49. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

51. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

52. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

57. Oregon 2009 Regional Visitor Research, Willamette Valley,
Longwoods International

68. 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

69. 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%
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• Hiking and Deals are primary travel motivators to
this audience