Source: Dean Runyan Associates
Tourism dollars at work in Southern Oregon
Many tourism organizations, including Travel Oregon, Travel Southern Oregon and Travel Medford invest millions of dollars in community initiatives through grant programs, strategic investment funds or direct sponsorship. Click through to see the investments that have been critical contributors to local projects in recent years.
Establishing and promoting the Oregon Outback
The world’s largest dark sky sanctuary; capitalizing on astro-tourism trends; bringing new opportunities to a rural economy and protecting habitat and species traveling along the pacific flyway
Investing in sports tourism
Through funding and promoting Rogue X, a new tournament-level basketball, volleyball and swimming facility that will continue to enhance Medford’s offerings to locals and traveling teams alike
Enhancing outdoor recreation offerings
Enhancing outdoor recreation offerings through investments such as the new accessible shuttle from downtown Ashland to Mt. Ashland during ski season to ensure winter recreators of all abilities and backgrounds can enjoy skiing. And, the development of a new mountain bike trail at Warner Canyon Ski Hill in Lake County to activate rural recreation throughout the year
Supporting community recovery
Through funding and creating a strategic tourism destination plan for Talent as the local business community continues to build back and seek new opportunities after the 2020 fires
Southern Oregon
Economic Impact of Tourism in Southern Oregon
$1.4 billion
Direct Travel Spending
12,880
Jobs
13.3 million
Overnight stays
Local Southern Oregon tax receipts generated by tourists in 2024 accounted for $39 million in state revenue, and $20 million in local taxes—representing more than $291 per local household in the region. For every $100 spent by visitors in the region, $32 goes directly back to locals in employee earnings.
Tourism Bolsters Communities
More than 120 cities and counties across Oregon—including 14 in Southern Oregon—collect a local transient lodging tax that is distinct from the statewide tax to expend on local programming. A statewide study conducted by
ECONorthwest in 2018 found that cities and counties that levied a local transient lodging tax spent the plurality of the revenue on general services. Other major categories of local investment include tourism facilities such as meeting spaces and sports fields; tourism promotion and marketing through organizations such as Travel Ashland or Visit Grants Pass; arts, culture and entertainment and local events.
In line with statute, 20% of state transient lodging taxes are directed to seven regional tourism organizations, with Travel Southern Oregon serving the Southern Oregon region, for community responsive tourism development
and promotion. Local transient tax dollars, especially those expended on tourism facilities and promotional programs, can be leveraged against regional and state tourism expenditures to attract and steward visitors in individual communities. This increase in visitors, in turn, increases resources for arts and culture, infrastructure and public services—directly benefiting Oregonians in those communities.
