1. WELCOME!!!!
RIVER CANYON COUNTRY
NOVEMBER 2012 - JANUARY 2013

2. 10%+

3. How does this translate in
Oregon?

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

5. Why Tourism Matters
To Oregon
2010
• $8.5 billion in direct travel spending (+5%)
• $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

6. How does this translate in
Oregon?
88,000 Oregonians DIRECTLY employed (2010)
Direct: restaurants, hotels, attractions, guide &
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…

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

9. EAT

12. PLAY

15. Boomers

17. Canada - #1
Japan
Australia
UK
Germany

18. Oregon’s Tourism Regions

19. Size of Central Oregon’s
Overnight Travel Market
Oregon 2009 Visitor Report, Regional Visitor Research
Longwoods International

20. Origin of Overnight Trips
to Central Oregon
 Portland (38%)
 Eugene (10%)
 San Francisco / Greater Bay Area (10%)
 Seattle-Tacoma (9%)
 Los Angeles (6%)
 Medford / Klamath Falls (5%)
 Bend (5%)

21. Origin of Overnight Trip
to Central Oregon
Oregon 2009 Visitor Report, Regional Visitor Research
Longwoods International

22. Total Nights Away on Trip

23. Season of Trip

24. Seasonality of Local Room Tax Receipts
Averaged from July 2009-June 2012
Jan‐Mar
Apr‐Jun
Deschutes
Jefferson
Jul‐Sep
Crook
Oct‐Dec
0% 10% 20% 30% 40% 50% 60%
Percent of annual transient room tax paid

25. Most Popular Visitor Activities
Central Oregon (2008/09)
Historic places
Shopping
Activity or experience
Hiking/backpacking
Cultural activities/attractions
National/state park Region
Camping State
Eco‐tourism
Winery tours/wine tasting
Bicycling
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Percentage of trips that include this activity
Oregon 2009 Visitor Report, Regional Visitor Research, Longwoods International

26. Ochoco National Forest
Recreation Use (2008)
Highest % of Most often cited as
Participation PRIMARY activity
Day hiking / walking Hunting
Viewing wildlife Day hiking / walking
Viewing natural features Snowmobiling
Relaxing Viewing natural features
Driving for pleasure Developed camping
Source: National Forest Service

27. 2009 Overnight Spending – by Sector
Oregon 2009 Visitor Report, Regional Visitor Research, Longwoods International

28. Average per person expenditure on
overnight trips
$180
$160
$140 Recreation/sightseeing/entertai
$120 nment
Retail
$100
$80 Transportation at destination
$60
$40 Restaurant food and beverage
$20
$‐
State average Regional average
Oregon 2009 Visitor Report, Regional Visitor Research, Longwoods International

29. CENTRAL OREGON TRENDS
Alana Hughson
Central Oregon Visitors Association

30. Central Oregon is rebounding from the Great
Recession as the second most-improved region in the
state, behind Portland Metro.

31. CENTRAL OREGON TRENDS
Cultural tourism expansion and opportunities
 Arts Central Cultural By-Ways program
o Digital map and print brochure
 Authentic western / ranch product
 Warm Springs & High Desert Museum
o Native American exhibits and experiences

32. CENTRAL OREGON TRENDS
Cycling tourism: 4 of 9 Oregon Scenic
Bikeways established in this region
 Twin Bridges
 Sisters to Smith Rock
 Metolius Loops
 McKenzie Pass
 Coming soon: Madras area route

33. CENTRAL OREGON TRENDS
International tourism
 International visitors to COVA Visitor Center is
largest growth segment
 Opportunities abound in partnership w/ Travel
Oregon and COVA
 Stay longer, spend more and engage more
directly in rural tourism experiences
 $169 Billion = amount the US Dept of Commerce
predicts international travelers will spend by
year’s end  setting a record!

34. CENTRAL OREGON TRENDS
Large-scale infrastructure investments
 Sunriver area: $100 million
 Brasada Ranch
 Eagle Crest
 Warm Springs – Indian Head Casino
 Black Butte Ranch
 High Desert Museum