The Value of Tourism

Travel and tourism in Oregon is a $14.3 billion industry that directly employs 121,020 Oregonians.

In 2003, Oregon faced one of its highest unemployment rates in history. As part of a statewide initiative to create new job opportunities for Oregonians, the legislature made tourism and hospitality a pillar of Oregon’s economy by creating Travel Oregon and, with support from lodging operators, establishing a statewide lodging tax. This tax dedicated revenue into tourism development and marketing for all of Oregon.

This industry investment has delivered results. Over the past two decades, Oregon has seen consistent annual growth in jobs, visitor spending and related tax revenue that outpaces inflation. Travel spending across Oregon has more than doubled since 2003, and the tax revenue generated by that spending has nearly tripled. This economic activity has created more than 35,000 new jobs since 2003, providing meaningful opportunities in every corner of the state.

As the tourism economy has grown, 30% of the state lodging tax now focuses on direct community investment via regional tourism organizations and grant programs. Since 2017, Travel Oregon has put nearly $89 million back into local communities —helping fund everything from stewardship and responsible recreation efforts and world-class sporting events like the Ironman in Salem and Track & Field World Championships to a first-of-its-kind statewide Verified Accessible designation by Wheel the World.

From investments in local projects to generating tens of thousands of jobs, tourism has a valuable impact in every region of the state. Learn more about how tourism is at work in each of the seven tourism regions: