How Travel Oregon creates value

We help Oregon compete for visitor spending while supporting local priorities and the long-term health of the places people come to experience.

• Promote Oregon with purpose: Research-led marketing, media outreach and travel-planning content connect Oregon communities with domestic and international travelers. In fiscal year 2025–26, earned-media efforts helped generate 1,789 stories, while paid campaigns drove more than 1.8 million website visits through January 2026.
• Invest in local priorities: Since 2017, nearly $89 million in Travel Oregon funding has supported regional programs and community-led projects, including more than $26 million in competitive grants.
• Improve visitor and resident experiences: Partnerships advance responsible recreation, accessible facilities, transportation options and strategies that reduce pressure on heavily visited places.
• Equip businesses and communities: Research, training, technical assistance and market insights help tourism partners reach customers, improve accessibility and make informed business decisions.

How we got here

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. 

Lodging Funding Helps Communities Thrive

Travel Oregon is funded largely by 1.5% of Oregon’s statewide lodging tax, paid when travelers stay in hotels, motels, short-term rentals, RV parks and campgrounds.

State law directs lodging-tax funding received by Travel Oregon toward three primary purposes:

• 20% supports local investment in Oregon’s seven official tourism regions through the Regional Cooperative Tourism Program.
• 10% supports competitive grants for community projects, tourism facilities and tourism-generating events.
• At least 65% supports statewide tourism programs, including destination marketing, stewardship, research, visitor services and industry support.

In the 2024-25 competitive grant cycle, Travel Oregon awarded $6.19 million to 65 projects. These investments are improving accessibility, restoring recreation areas, developing rural visitor experiences, strengthening cultural attractions and addressing transportation and congestion.

Growth that Respects Oregon

Residents widely support tourism in Oregon. While many less-visited areas have much to gain economically by increasing tourism, we know challenges such as congestion and environmental degradation can occur in our most-loved places. By being strategic and acting with the intentionality of a steward, we can strengthen economic vitality in Oregon in every season and offer remarkable experiences to visitors while respecting the environment and increasing livability, equity and quality of life for residents, too.

Travel Oregon takes resident sentiment seriously and partners closely with communities in our destination stewardship efforts.

See the 2026 Resident Sentiment Study

How Tourism Affects our Seven Regions

Tourism’s impact looks different based on the distinct needs and offerings in a given community. Explore economic statistics, investments and community stories from Oregon’s seven tourism regions.

Tourism by Political District

View the full 2025 reports:

• Oregon Legislative House Districts (PDF)
• Oregon Legislative Senate Districts (PDF)
• U.S. Congressional Districts (PDF)

Measuring Our Progress

Travel Oregon tracks 18 key performance indicators tied to ensure that our work aligns with the strategic priorities including investments that are important to Oregonians like sustainability and equity.

In fiscal year 2025, Travel Oregon tracked:

• $4.1 million and 2,774 staff hours for projects focused on underserved and under-resourced communities.
• $1.2 million and 1,525 staff hours for environmental sustainability and regenerative tourism.

(Some projects advance both goals, so these figures may overlap.)

Learn more about our 10-year Strategic Vision.