jdrt industry overview
TRANSCRIPT
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%
Vis
ited
a lo
cal
rest
aura
nt
Sta
yed
over
nigh
t(h
otel
/b&
b)
Hik
ed/b
ackp
acke
d
Vis
ited
a w
iner
y
Out
door
rec
even
t
Pla
yed
golf
Par
ticip
ated
inad
vent
ure
spor
tsac
tiviti
es
Roa
d bi
ked
Mou
ntai
n bi
ked
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%
70.0%
Hiking
Specia
l pac
kage
s/rat
es
CampingRaftin
g/Kay
aking
Wild
life w
atch
ing
Fishing
Road B
iking
Golfing
Attend
ing o
utdo
or ev
ents
M
ountai
n Biki
ng
Birding
Skiing
/Sno
wboard
ing
Running