Source: Dean Runyan Associates
Tourism dollars at work in the Willamette Valley
Many tourism organizations, including Travel Oregon, the Willamette Valley Visitors Association and Travel Salem 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.
River Recreation
Creating new access points on the Yamhill River; adding infrastructure along the Willamette River Trail; promoting water safety messaging and tools; providing new offerings to visitors and locals in the region
Investing in sports tourism
Securing the Ironman 70.3 in Salem, which has become one of the most popular Ironman races in the country; supporting nationally recognized track and field events in Eugene; creating partnerships to ensure the Valley capitalizes on growing market trends
Culinary Tourism
Marketing campaigns celebrating wine regions during the less-visited seasons; enhancing awareness for the Valley’s very own truffle varietal that can only be foraged from late fall to early spring; promoting year-round activities that support local farms and restaurants and address seasonal impacts of tourism
Accessibility
Increasing ADA-accessible yurts and kayak launches at Clear Lake, ensuring Oregonians and visitors of all abilities can enjoy our scenic beauty
Willamette Valley
Economic Impact of Tourism in the Willamette Valley
2.64 billion
Direct Travel Spending
23,340
Jobs
21.9 million
Overnight stays
Local Willamette Valley tax receipts generated by tourists in 2024 accounted for $73 million in state revenue, and $34 million in local taxes—representing more than $226 per local household in the region. For every $100 spent by visitors in the region, $30 goes directly back to locals in employee earnings.
Tourism Bolsters Communities
More than 120 cities and counties across Oregon—including 25 in the Willamette Valley—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 Lane County or Visit McMinnville, 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 the Willamette Valley Visitors Association serving the Willamette Valley 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.
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