10-Year Strategic Vision
Travel Oregon’s 10-Year Strategic Vision has been adopted.
READ THE 10-YEAR STRATEGIC VISION.
Travel Oregon is undergoing an organizational structure redesign to bring our 10-Year Strategic Vision to life. As we take on this new vision around destination stewardship, applying the three lenses of racial equity, regenerative tourism and economic prosperity, we need teams that keep the work moving forward. These shifts and outcomes are at the center of this design process. As we continue work to finalize our organizational structure in the spring, we’ll begin the recruitment process to fill several positions.
Please subscribe to our industry newsletter for updates. Until the organization redesign is final, all teams, roles and duties will remain unchanged. Please continue to reach out to your current Travel Oregon contacts as needed.
VISIONING 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:
- Strategy Kick-Off Workshop at Governor’s Conference (June 16)
- 1:1 interviews with selected industry members (June – July)
- Leading with Racial Equity Training with selected industry members (July)
- Seven virtual regional co-creation workshops:
- Willamette Valley | Oct. 4 | Recording
- Mt. Hood and the Columbia River Gorge | Oct. 7 | Recording
- Portland Region | Oct. 8 | Recording
- Eastern Oregon | Oct. 12 | Recording
- Central Oregon | Oct. 13 | Recording
- Oregon Coast | Oct. 14 | Recording Part 1 | Recording Part 2
- Southern Oregon | Oct. 15 | Recording
- Focus Groups with:
- Seven official Regional Destination Management Organizations (Oct. 4)
- Nine Federally recognized tribes (Oct. 5)
- 30 individuals who identify as BIPOC (Oct. )
- View the final report.
Oregon Tourism Commission Meetings (2021-2022):
- Fall Meeting (Oct. 5)
- Review of Draft Transformational Strategy & Public Comment Hearing (Feb. 15, 2022)
- Draft Transformational Strategy Revision Update (March 14, 2022, Sunriver)
- Review of Draft Travel Oregon 10-Year Stratgic Vision & Public Comment Hearing (June 15, 2022)