MRV Industry Overview

The Oregon Tourism Industry & Travel Oregon

10%+

Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry


How does this translate in Oregon?



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…

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

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 AssociatesAvailable at: www.TravelOregon.com/Industry

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)• Up to 15% is redistributed to Oregon’s 7

tourism regions

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

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

Oregon’s Brand Values

VISIONARY

STEWARDSHIP

GENUINE

Telling the Oregon story

$7 million marketing

$1 in media=

$201 in visitor spending

An example of how we tell our story

2010 Oregon Bountyvideo

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

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: Caddisfly Resort, LLC

Local Destination Marketing Organizations (DMO)Example: Travel Lane County

Regional Destination Marketing Organization (RDMO)Example: Willamette Valley Visitors Association

Travel Oregon

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

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

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 2009, Oregon’s 7 tourism regions received the following amounts for Regional Cooperating Marketing Programs:

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 Willamette Valley

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

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


Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`





Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International








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

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Out

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ticip

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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%

70.0%

Hiking

Specia

l pac

kage

s/rat

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CampingRaftin

g/Kay

aking

Wild

life w

atch

ing

Fishing

Road B

iking

Golfing

Attend

ing o

utdo

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ents

M

ountai

n Biki

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Birding

Skiing

/Sno

wboard

ing

Running

MRV Industry Overview

Documents

oregon tourism regions

oregon experience

istravel oregon

oregon story

travel oregon industry

tourism matters

travel industry

oregons tourism budget