jdrt industry overview

The Oregon Tourism Industry & Travel Oregon

10%+

How does this translate in Oregon?

45,000,000 overnight stays in 2009* Day travel data not provided due to data limitations

How does this translate in Oregon?

Oregon’s 2006 Overnight Marketable Trip Segments

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…

Tourism: Direct Employment 1991-2009

30

40

50

60

70

80

90

100

1991 1994 1997 2000 2003 2006

Thousands

38%

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

Earnings of Export-Oriented Industries

$0 $1 $2 $3 $4 $5

Travel

Agriculture & FoodProducts

Forestry & WoodProducts

Micro-electronics

2006 Earning (Billions)

$$ Billions

Earnings of Export-Oriented Industries

Urban vs. Rural Impact

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!!!

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

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

1% Statewide Tax Revenue also Supports Seven Regions

Up to 15% of the 1% statewide tax can go back to the regions for marketing purposesto complement existing local and regional lodging tax revenues.

1.78 million redistributed in 20081.41 million redistributed in 2009

7 OREGON TOURISM REGIONS

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.

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

Values Based Planning

VISIONARY

STEWARDSHIP

GENUINE

Organizational Structure

Governor

Oregon Tourism Commission 9 appointed Commissioners

Travel Oregon Chief Executive Officer

Travel Oregon Staff5 departments

Travel Oregon departments

• Executive• Operations• Tourism Development• Consumer Marketing• International & Domestic Travel Trade

Tiered system for partnering & communication

Travel Oregon (1)

Regional Destination Marketing

Organizations (RDMO)(7)

Destination Marketing Organizations (DMO)

(~120)

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

Communication system

Travel Oregon

Regional 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

1% Statewide Tax Revenue also Supports Seven Regions

100%$1,408,413Total

3.8%$53,967Mt. Hood/Gorge

4.7%$66,372Eastern Oregon

8.7%$122,957Central Oregon

10.1%$142,608Southern Oregon

12.7%$178,201Willamette Valley

24.7%$347,782Oregon Coast

35.3%$496,526Greater Portland

In 2008, Oregon’s 7 tourism regions received the following amounts for Regional Cooperating Marketing Programs:

Tourism Development Dept.

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

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

TOURISM DEVELOPMENTProduct Development Initiatives

Rural Tourism StudioTargeted niche market development National Geographic geotourism initiative

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

Oregon Bicycle Tourism Partnership

Travel Oregon as convener

Convened since 2003

120+ organizations involved

From all facets of cycling 

3‐4x / year

Oregon Bicycle Tourism Partnership

Tour companies

Bike shops 

Event organizers

Local Destination Marketing Orgs

Policy orgs

Transportation authorities

Public land managers

Oregon Bicycle Tourism Partnership

OBJECTIVE:

TO MAKE OREGON A PREMIERE 

CYCLING DESTINATION

RideOregonRide.com

OREGON SCENIC BIKEWAYS

Oregon Tribal Tourism Working Group

• 9 Tribe of Oregon

• Collaborative projects

Birding Tourism Workgroup

Birding Guides:• Willamette Valley• Cascades• Klamath• Basin & Range• Coast

• Marketing• Fundraising• Network of support

National GeographicCentral CascadesGeotourism Initiative

geotourism

Tourism that sustains or enhances the geographical character of a place—

its environment, culture, aesthetics, heritage, and the well-being of its residents.

Photo by Greg Lee

TOURISM DEVELOPMENT:SUSTAINABLE TOURISM INITIATIVES

TOURISM DEVELOPMENTSustainable Tourism Initiatives

Sustainable Tourism Advisory CommitteeSustainable Business Inventory (Pledge)Statewide Travelers’ Philanthropy program

TOURISM DEVELOPMENTInternal Sustainability

Travel Oregon Green TeamEarthWISE CertificationNatural Step Training

Matching Grants Program

$80,000 in grant funds available

New tourism projects that contribute to the development and improvement of local economies and communities throughout the state by means of enhancement, expansion and promotion of the visitor 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

Gilliam County Cooperative Ad

Governor’s Conference on Tourism

April 10-12, 2011 – save the date!Hilton Eugene & Conference Center

www.OregonTourismConference.com

Exhibitor & Sponsor opportunities Registration opens January 2011

National & State Scenic Byways

Oregon Q-Care Customer Service Training

www.OregonQCare.comExclusively online 24/7Free of charge!Visitor industry and regional focusIntroduction + 3 modules Certificate self-generated at end of Q Care Quiz

State Welcome Centers

Travel 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

Industry website: www.traveloregon.com/industry

Tourism Development

Industry Blog & eNewsletter

Industry Policy & Research

Policy: Government affairs, legislative issues, agency & partner relations Research: 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’

Tourism and Hospitality Consortium

Goal: Promote the tourism & hospitality industry as a primary socio-economic driver in Oregon

Key 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

Tourism & Hospitality ConsortiumSteering 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

TRENDS IN TOURISM

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

Key Travel Drivers for Eastern Oregon

• Good for families and adult vacations• Natural beauty• Outdoor recreation opportunities

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

Survey – Travel Activities

• Outdoor interest translated into travel activities– Hiking also was a key activity

If yo u d id tra ve l to o r within Ore g o n d uring the Ore g o n Ad ve nture ca tio n p ro mo tio n, which a c tiv itie s d id yo u p a rtic ip a te in (in Ore g o n)? Che ck a ll tha t a p p ly .

66.7%

47.7% 46.8%

31.0%25.6%

21.2% 20.4%13.3%

7.4%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

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Survey – Travel Motivators

• Hiking and Deals are primary travel motivators to this audience

W ha t typ e o f a ctiv ity wo uld mo tiva te yo u to tra ve l to Ore g o n d uring the sp ring /summe r? Che ck a ll tha t a p p ly .

48.3%

40.2%

18.5%

10.3% 9.4%13.5%

22.4%23.7%23.7%26.8%

44.4%

64.2%64.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

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