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Two people walk along a beach at sunset, silhouetted against a vibrant sky. Seastacks rise from the ocean, while the sun casts a warm glow and reflects on the wet sand.
Sunset at Haystack Rock, Cannon Beach

Mission and Plan

Learn about our Vision and Values

Every other year, guided by the Travel Oregon 10-Year Strategic Vision, we dive into strategic planning utilizing extensive input from Oregon’s travel and tourism industry, our regional partners, our staff and leading-edge research. The output is a biennial strategic plan to guide our work with key initiatives and measurements—aligning staff, programs and investments around clear strategies.

A person rides a bike along a sandy beach at low tide, with the sun shining brightly over the sea, creating reflections on the wet sand.

Strategic Plan Progress Reports

This Strategic Plan Progress Report (SPPR) is a high-level summary of key initiatives and programs embedded within Travel Oregon’s 10-Year Strategic Vision.

The sun rises between two snow-capped mountain peaks, casting golden rays across a vast, rugged landscape under a clear sky, creating a serene and majestic scene.

2025-2027 Strategic Plan

The 2025-2027 Strategic Plan has been adopted. View the timeline and public comments here.

Two cyclists pause, looking out over a flowing river beside a wooded trail. One is on a traditional mountain bike, the other on an adaptive bike, surrounded by lush forest.

2023-2025 Strategic Plan

See the timeline and public comments for the 2023-2025 Strategic Plan here.

Birds eyes view of the Willamette River.

10-Year Strategic Vision

Travel Oregon’s 10-Year Strategic Vision has been adopted. Read the plan here.

Two cyclists pause, looking out over a flowing river beside a wooded trail. One is on a traditional mountain bike, the other on an adaptive bike, surrounded by lush forest.

Equity Statement

Travel Oregon is committed to ensuring that our work helps Oregon become a more equitable destination, so all who travel the state can enjoy their journey and feel welcome.

Vision, Mission & Values

Vision

Oregon is a welcoming destination where tourism drives economic prosperity, benefits the natural environment and celebrates rich, diverse cultures.

MISSION

We inspire travel that uplifts Oregon communities. Collaborating with partners to align as stewards of Oregon, we work to optimize economic opportunity, advance equity and respect the ecosystems, cultures and places that make Oregon…Oregon.

VALUES

  • INTEGRITY
    Our words match our actions. We measure the impact of our work, celebrate successes, adapt and change course when necessary, and continually improve together.
  • EQUITY
    We lead through a lens of racial equity and commit to making systemic changes, so Oregon is a more equitable place to live and visit.
  • COMMUNITY
    We honor the diversity of people, cultures and places of Oregon. We nurture our relationships with colleagues, the tourism industry and local communities as we collaborate to make better Oregon experiences.
  • STEWARDSHIP
    We lead through a lens of destination stewardship to build resiliency for a regenerative future.
We produce a biennial strategic plan to guide our work with key initiatives and measurements.

Read the Plan
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