PORTLAND, Ore. (May 4, 2026) — Despite global challenges, tensions and economic uncertainties, tourism remains a critical economic driver in Oregon, contributing $14.6 billion in travel spending annually to the state economy. The 2025 Oregon Economic Impact of Tourism report, released by the Oregon Tourism Commission, dba Travel Oregon, shows the continued growth and resiliency of Oregon’s tourism industry and highlights the importance of travel to Oregon’s future.
In addition to the dollars spent in Oregon, the travel and tourism industry supported 122,900 jobs in 2025 across restaurants, wineries, local retails stores, lodging facilities, tour operators and outfitters, campgrounds and more. As of this analysis, one in every 16 jobs in the state is exclusively supported by travel spending.
“The release of our economic impact report coincides with National Travel and Tourism Week (NTTW), and that’s not by chance,” said Travel Oregon CEO Todd Davidson. “NTTW is a celebration of the essential role the tourism industry plays in powering our economy, strengthening communities and creating meaningful jobs. As Travel Oregon celebrates the industry’s positive impact, we also recognize the challenges before us. Economic headwinds exist, but tourism remains vital and resilient, the numbers proving once again how critical the industry is for Oregon’s economic health.”
One of the greatest strengths of Oregon’s tourism industry is the ability to collectively respond to challenges. We know, for example, that the continued decline in international visitation due to global tensions is hampering efforts to fully recover tourism spending in the Portland metro area. In response, Travel Oregon has made strategic investments to bolster tourism in our state’s largest city, such as supporting festivals and events, the James Beard Public Market and a wayfinding effort downtown.
Oregon winemakers are also feeling the pinch of the continued decline in international visitation, both in their tasting rooms and on the shelves in Canada. The tourism industry has responded to these challenges by helping promote new and unique offerings such as Method Oregon—a nonprofit organization of 50 Oregon sparkling winemakers who are creating a standard for producing world-class traditional method sparkling wine with sustainable practices—and the Method Oregon Trail. Travel Oregon is proud to support this innovative initiative and others by securing media coverage, supporting events and festivals, working closely with Oregon Wine Board and more.
“We have so many amazing sparkling wines coming out of Oregon, and we knew we had to find a way to better tell that story. Method Oregon lets people know the sparkling wine they’re about to enjoy is exceptional in both quality and sustainability,” said Jeanne Feldkamp of Corollary Wines. “The promotional support from Travel Oregon has been instrumental in helping us share the Method Oregon story with visitors from around the world.”
Across the state, the seasonal nature of tourism has always been a challenge. Travel Oregon helps tourism businesses address that, too, by supporting them in expanding visitor seasons and offerings in innovative ways. One such business is Central Oregon’s Wanderlust Adventures, an outfitter focused on sustainable, accessible outdoor adventure for all. After Travel Oregon and Travel Southern Oregon helped secure the Oregon Outback’s designation as the world’s largest Dark Sky Sanctuary, Wanderlust was able to capitalize on the astro-tourism travel trend by offering new dark sky experiences.
“Thanks to the tourism industry’s work on Dark Sky designations, Central Oregon is now known worldwide as a premier stargazing destination, and Wanderlust is able to cater to visitors looking for adventurous and sustainable ways to enjoy our starry skies,” said Courtney Braun of Wanderlust Adventures. “Being able to tap into widely promoted initiatives with year-round potential like Dark Sky tourism is critical to the health of our business. And with this economic boost also comes increased opportunity to inspire and educate more guests on the many benefits of preserving the dark.”
The earnings that owners of tourism businesses such as Wanderlust Adventures and their employees generated last year is an economic bright spot—$4.9 billion in 2025, representing solid growth of 5% year over year. These earnings contribute to critical public revenues as well. In 2025, Oregon saw $441 million in state tax revenue generated directly by tourism activity—with much of those dollars contributing to the state general fund through income tax. Local communities across Oregon generated another $301 million in tax revenue, funding everything from sports fields to police and fire services.
The contributions of the travel and tourism industry to Oregonians don’t stop there. In addition to the benefits above, 30% of the transient lodging tax Travel Oregon collects is reinvested directly back into communities across the state through a Competitive Grants Program and a Regional Cooperative Tourism Program. Together, these programs fund projects that not only improve the visitor experience, but also create parks and trails, entertainment venues, museums and more that Oregonians enjoy each and every day. In 2025, these investments paved the way for Oregon to become the first state to achieve Accessibility Verified status with Wheel the World, earning Travel Oregon a Global Visionary Award from Travel + Leisure magazine and improving the quality of trips and everyday life for visitors with disabilities and Oregonians alike.
Access the full 2025 Economic Impact of Tourism in Oregon report, including a breakdown of the $14.6 billion in travel spending, 122,900 jobs and $4.9 billion in employee earnings at the regional and county level here.
