In early 2022, Travel Oregon released a draft transformational strategy for review and public comment. In response to input from the Oregon Tourism Commission, as well as public comment received, the Commission requested staff proceed with revising the strategy and presenting an updated draft for review and consideration.
To support staff in the revision process, provide feedback and ensure industry alignment, a strategy review committee made up of three Oregon Tourism Commissioners and two industry trade association members – one each from Oregon Destination Association and Oregon Restaurant and Lodging Association – was formed.
After meeting with the committee several times this spring, discussing feedback and comments and deliberating revisions, Travel Oregon is pleased to release a revised draft 10-year strategic vision for review and public comment.
The online public comment period on the revised strategic vision is open May 24 to June 7. Commission review and action on the strategic vision will be made during the June 15 Oregon Tourism Commission meeting. The deadline to sign up to present public comment livestream during the commission meeting is June 10.
PLANNING BACKGROUND & TIMELINE:
These key objectives guided our planning:
- Reimagining how tourism contributes to a better life for all Oregonians, how travel enhances people and places and contributes to equitable livability, and how we can create more economic resilience for the industry and our diverse workforce.
- Assessing our destination, our role as a destination management organization (DMO), our business practices, and undergoing an organizational design process to better lead and support Oregon’s tourism industry.
- Doing all of this through a racial equity lens.
The following individuals & companies supported our efforts:
- In late 2020, Travel Oregon opened a Request for Proposal (RFP) for a qualified, dynamic firm to guide comprehensive processes in the areas of strategic planning, organizational design, and business process review. Destination Think! was awarded the contract to carry out this important work with us.
- Workplace Change, a culturally progressive Human Resource firm that creates measurable change in America’s workplaces, provided us support in the areas of leadership, culture, and HR development.
- Scott Winn, a racial equity consultant with more than 25 years of experience supporting institutions in addressing inequities and transforming policies and practices to achieve equity for all, supported us in the areas of staff development and creating and applying a racial equity lens to our strategies.
- Michelle Liberty (Cayuse, Umatilla, Walla Walla), Attitude Marketing, Inc., serves as Tribal Tourism Liaison performing outreach to Oregon’s nine federally-recognized tribes and helping facilitate the formation of a tribal tourism working group to partner with Travel Oregon creating unique cultural experiences and promoting the tribes’ tourism assets. Michelle supported us in the creation and delivery of a Strategic Planning Focus Group specifically for the tribes.
- Empress Rules, an equity consulting firm specializing in AEI (anti-racism, equity & inclusion) strategic planning, executive coaching and community engagement, supported us by leading a series of focus groups to identify needs and solutions to improve outcomes for BIPOC employees, businesses and travelers who have been marginalized by the tourism industry.
These engagements provided critical input:
A key component of our transformational planning was to ensure we were engaging tourism stakeholders in helping co-create the future of Oregon tourism. This not only included our staff and the Oregon Tourism Commission, but also Oregon’s regional and local DMOs, the nine federally recognized tribes, tourism-related businesses and workforce, non-profits, natural resource management agencies (local, state, federal), and more.
Travel Oregon Staff Engagements (2021):
- Racial equity lens development (Jan.–March)
- 1:1 interviews (April–June)
- Strategy input survey (July)
- Destination Assessment Review (Sept.)
- Co-creation workshop (Oct.)
- Racial equity assessment (Dec.)
- Internal review period (Dec.–Jan.)
2021 Oregon Tourism Stakeholder Engagements:
Oregon Tourism Commission Meetings (2021-2022):
Public Comment Period (2022):