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
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
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
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
