The Hospitality & Tourism Industry in Oregon

Hospitality and tourism have a major impact on Oregon’s economy. In fact, over the last few years, there has been a statewide focus to increase tourism in Oregon, starting with an action plan that integrated industry surveys, polls, and focus group sessions (Oregon Tourism Action Plan, 2014-16, 2014). Through this work, the group defined the Oregon Experience as:

Authentic
Inviting exploration
Connected to nature
Shaped by craftsmanship and quality
Aesthetic, beautiful
Widely accessible (Oregon Tourism Action Plan, 2014-16, 2014)

In addition, that group also stated that the Oregon Experience was not: “a manufactured destination; ostentatious and flagrantly expensive; passive; inhospitable or unfriendly; or a rip-off or bad value” (Oregon Tourism Action Plan, 2014-16, 2014). The action plan called for creating awareness about the economic impact of tourism and strengthening communications. Major groups spearheading the action plan were the Oregon Tourism and Hospitality Industry Consortium, the Oregon Tourism Commission, and Travel Oregon.

Travel-Oregon-launches-2018-spring-campaign Wallowas.jpg
Source: Travel Oregon (Travel Oregon, 2019)

Economic Impact

In 2016, Oregon received $11.3 billion through tourism with 109,000 jobs, and that is without the larger hospitality industry (Morrissey, 2016). The Oregon Tourism and Hospitality Industry Consortium is governed by a steering committee representing a broad range of stakeholders from throughout Oregon. Annually there is an Oregon Governor’s Conference on Tourism that brings industry leaders throughout Oregon together; the conference is designed to showcase the local area and provide networking opportunities (Astley, 2019).

A 2019 report commissioned by the Oregon Tourism Commission looked at the impact travel has on Oregon (Oregon Travel Impacts, Statewide Estimates, 1992-2018p, 2019). Below are some of their findings:

Travel activity was up over the previous year.
Direct spending related to travel was $12.3 billion in 2018, and that was a 4.2 percent increase in dollars from 2017. That was the 9^th consecutive year of increased spending.
There were approximately 29.1 million visitors staying overnight, which was a 1.1 percent increase from 2017. There was also an increase in domestic air arrivals and room demand.

Oregon Overnight Trips.JPG
Bureau of Labor Statistics CPI, STR Inc., Energy Information Administration
and Bureau of Transportation Origin and Destination Survey
(Oregon Travel Impacts, Statewide Estimates, 1992-2018p, 2019).

Visitor Air Arrivals.JPG
Bureau of Transportation Origin and Destination Survey
(Oregon Travel Impacts, Statewide Estimates, 1992-2018p, 2019)

It was the 8^th consecutive year of increased employment with a 2.9 percent increase over 2017 with 115,400 employees.
The travel industry is one of the three largest in rural Oregon counties (agriculture/food processing and logging/wood products are the other two). This impacts Oregon’s Gross Domestic Product by $5.5 billion in 2018.

Change in Earnings and Employment.JPG
Source: Dean Runyan Associates, Bureau of Economic Analysis, Bureau of Labor
Statistics (Oregon Travel Impacts, Statewide Estimates, 1992-2018p, 2019)

According to the State of Oregon Employment Department, the hospitality industry employed about 206,000 workers in 2017 with the majority (about ¾) of them being from the food and beverage sector (Tauer, 2018).

Oregon Hospitality Employment.png
Source: Dean Runyan Associates, Bureau of Economic Analysis, Bureau of Labor
Statistics (Oregon Travel Impacts, Statewide Estimates, 1992-2018p, 2019)

Industry Cluster Map

Travel Oregon has produced an industry cluster map showing the relationships between the various industries (Tourism & Hospitality Industry Cluster Map, 2013). The map includes these major categories:

Recreation: Indoor and outdoor
Entertainment: Gaming, attractions, concerts, spectator sports, festivals & events, and performing arts
Transportation: Highway, cycling, air, rail, waterways, and transit
Accommodations: Hotels & motels, resorts, RV parks, campgrounds, vacation rentals, family & friends housing, and bed & breakfasts
Culinary: Wineries, breweries, specialty foods, and restaurants
Marketing & Public Relations: Industry groups and government agencies
Meeting Facilities & Venues: Performing arts centers, hotels, fairgrounds, outdoor amphitheaters, arenas, exposition centers, convention centers, educational institutions
Cultural & Heritage: Historical sites, visual arts, performing arts, museums
Retail: Shopping centers, galleries, gasoline service stations, outlets, farmers’ & outdoor markets, and shopping districts

Collaborative Efforts

If it is not already obvious, tourism growth is a result of collaborative efforts throughout the state. The Oregon Restaurant and Lodging industry is another organization that connects with partners throughout the state to promote tourism, which, in turn, supports their industry. A partial list from their website include (Tourism Partners & National Affiliates, 2019):

Oregon Partners

Central Oregon Visitors Association
Clean & Safe Downtown Portland
Discover Klamath Visitor & Convention Bureau
Eastern Oregon Visitors Association
Hood Territory/Columbia River Gorge
Oregon Bed & Breakfast Guild (OBBG)
Oregon Coast Visitors Association
Oregon Destination Association
Oregon Parks & Recreation Department
Oregon Tourism & Hospitality Consortium
Oregon Travel Information Council
Southern Oregon Visitors Association
Travel Lane County
Travel Oregon
Travel Portland
Travel Salem
Washington County Visitors Association
Washington Hospitality Association

National Affiliates

American Hotel & Lodging Association (AH&LA)
American Hotel & Lodging Educational Institute (AH&LEI)
National Restaurant Association (NRA)
National Restaurant Association Educational Foundation (NRAEF)
US Travel Association

fall-colors-add-beauty-to-south-silver-falls-silver-falls-state-park-oregon_u-l-pzq16t0.jpg
Source: Travel Oregon (Travel Oregon, 2019)

Environmental Impact of Tourism

With the increased use of transportation to bring in visitors, there is an increase in pollution. Depending on the activities, there may also be increased noise pollution, destruction to flora and fauna, littering, and a change to the environment. On the Oregon Coast, for example, park rangers often caution visitors to stay out of tide pools and to leave starfish and sea anemones alone. In 2019, a North Coast Tourism Management Network was formed with the intention of becoming environmental stewards of the coastal areas in Clatsop and Tillamook counties (Frankowicz, 2019). Sadly, park rangers on the north coast are seeing more waste and refuse.

reflection-788490_960_720 by Pixabay.jpg
Source: Pixabay.com

Tourism Marketing

Visitor centers have stocked pamphlets, maps, brochures, and travel guides for decades. While print materials have their place, today’s marketing efforts include video. With the use of smart phones, people can stream video almost everywhere. Drones have enabled people to get a bird’s-eye view of landscapes and activities.

Below are three different videos that demonstrate the power of video to entice visitors to Oregon:

For More Information

References

Astley, C. (2019, October 5). Oregon Governor's Conference on Tourism. Retrieved from Travel Oregon: https://industry.traveloregon.com/opportunities/events/oregon-governors-conference-on-tourism/

Frankowicz, K. (2019, May 27). Tourism leaders look at impacts on natural resources. Retrieved from The Astorian: https://www.dailyastorian.com/news/local/tourism-leaders-look-at-impacts-on-natural-resources/article_47ed0ce8-7e67-11e9-b331-779a2e194882.html

Morrissey, S. (2016). Oregon Tourism and Hospitality Industry Consortium. https://industry.traveloregon.com/resources/news/oregon-tourism-and-hospitality-industry-consortium/: Travel Oregon.

(2014). Oregon Tourism Action Plan, 2014-16. Portland, Oregon.

(2019). Oregon Travel Impacts, Statewide Estimates, 1992-2018p. Portland, Oregon: Dean Runyan Associates.

Tauer, G. (2018, August 13). Oregon’s Leisure and Hospitality Industry. Retrieved from State of Oregon Employment Department: https://www.qualityinfo.org/-/oregon-s-leisure-and-hospitality-industry

Tourism & Hospitality Industry Cluster Map. (2013, January). Retrieved from Travel Oregon: https://industry.traveloregon.com/wp-content/uploads/2013/01/oregonexperienceclustermap.pdf

Tourism Partners & National Affiliates. (2019, October 5). Retrieved from Oregon Restaurant & Lodging Association: https://www.oregonrla.org/tourism-partners.html

Travel Oregon. (2019, October 5). Retrieved from Travel Oregon: https://traveloregon.com

Source: Velda Arnaud, Blue Mountain Community College, Pendleton, Oregon