Willamette Valley Regional Tourism Plan

Two of Oregon's most popular attractions: cycling and wineries. (Image by Greg Roberson)

The tourism region of Willamette Valley includes Benton, Linn, Marion, Polk, Yamhill and portions of Clackamas and Lane Counties. The region stretches from the crest of the coast range to the crest of the cascade range.  The Willamette Valley Visitor’s Association has been appointed as the tourism entity to contract with Travel Oregon to represent the region. To review the Willamette Valley’s regional plans, please download the documents listed under “Regional Tourism Plan details”.

Here is an overview of the region:

Welcome to the Willamette Valley – Oregon Wine Country. Here you will find lush vineyards and farms, tended by families who are passionate about growing the best wine grapes and freshest foods. You’ll meet chefs who turn this bounty into mouthwatering farm-to-table cuisine. You’ll sip some of the world’s finest Pinot noir. And you’ll discover rivers, trails and mountains beckoning to your inner explorer.

From the crest of the Coast Range to the crest of the West Cascades; from Newberg to the north and Cottage Grove to the south; from historic towns to quirky cities; craft brews to scenic bikeways – the Willamette Valley offers inviting escapes to travelers and locals alike.

And visitors are coming! Spending in the Willamette Valley in 2015 was $1.7 billion with $1.5 billion spent in the destination. There were 6.5 million trips accounting for 19.6 million overnight stays. The industry employed 20,000 in the Willamette Valley with $455 million in earnings.

The Willamette Valley benefits from the collective marketing efforts of Destination Marketing Organizations (DMOs) at the state, regional and local level as well as individual businesses throughout the Willamette Valley. For the purpose of this plan, we will outline key strategies of the Willamette Valley Visitors Association (WVVA), the Regional Destination Marketing Organization promoting this diverse region.

WVVA operates with a working board and project teams. For the past several years, we have contracted with a WVVA partner DMO for part-time project management. To increase capacity, this year’s plan includes moving this position to full-time. After taking into consideration input from the regional stakeholder gatherings, stakeholder surveys and from Travel Oregon, the WVVA board developed a robust 2016/17 plan which includes strategies implementation and evaluation of all outcomes.

Read the entire 2016-2017 Executive Summary

Willamette Valley

  1. Oregon Outdoor Recreation Initiative – Improving the Lives of Oregonians through Outdoor Recreation

    Do you own or work for an outdoor recreation business? Are you a frequent user of public lands for hiking,…

  2. TravelAndLeisure.com, “Road-tripping Through the New Oregon”

    Beer spas, nude hot springs, forest lodges and other wonders of an Oregon road trip. Read more here.

  3. Dynamic Tourism Strategist to Keynote Oregon Governor’s Conference on Tourism

    Experienced destination marketer and Chief Strategist at Destination Think!, William Bakker, is a keynote speaker at the 2017 Oregon Governor’s…

  4. Impactful Speakers Headline 2017 Oregon Governor’s Conference on Tourism

    Iceland’s rugged landscapes and views of the northern lights have put it on the map as a popular travel destination,…

  5. MUNCHIES (Vice.com), “Why It’s Time to Start Taking Oregon Truffles More Seriously”

    If you don’t mind getting a little wet and muddy, going on a dog-led truffle hunt in the Pacific Northwest…

Want more information about Willamette Valley Regional Tourism Plan?

If you have additional questions or comments about Willamette Valley Regional Tourism Plan, please contact the appropriate member of the Travel Oregon staff listed below.

  1. Harry Dalgaard
  2. Scott West