Portland, Ore. (May 22, 2025) – After nearly 30 years of service, Travel Oregon CEO Todd Davidson is retiring, as announced today by Davidson and the Oregon Tourism Commission.
We are incredibly grateful for Todd’s decades of service to Travel Oregon. His leadership has been transformative for Oregon’s tourism industry, and we are excited for him as he moves onto his next chapter,” shared Oregon Tourism Commission Chair Lucinda DiNovo. “The responsibility to appoint Travel Oregon’s CEO is one we take seriously, and we appreciate his collaboration over the last year to ensure this timeline of transition provides stability and continuity as we launch our national search for the next executive leader.”
Davidson shares why now is the right time to begin this process.
“It’s been the honor of my life to lead Travel Oregon these past 30 years, and as we step into a new strategic plan, I feel it’s time to prepare to pass on this privileged responsibility,” said Davidson. “As I reflect on my tenure, I see how far Oregon’s tourism industry has grown—from having no website and advertising campaigns that were focused on five or six target publications to now contemplating how to incorporate AI and running incredibly complex ‘always on’ advertising. So, as we look ahead, we must strategically consider how what we do over the next two years will affect the next four, six and 10 years.”
While Davidson has sat as Travel Oregon’s CEO since 1996, his impact stretches far and wide throughout the state’s tourism industry. When he stepped into the role, the economic impact of Oregon’s tourism industry was at $5 billion; today it sits at $14.3 billion—a 286% increase since 1996 and an all-time high for Oregon. For the past two decades, growth in travel spending, tourism industry employee earnings and related tax receipt generation has consistently outpaced inflation in Oregon—a testament to Davidson and Travel Oregon’s work to move Oregon from “a place between Washington and California” to a remarkable destination that attracts millions of visitors each year from across the country and globe.
While this impact is meaningful, those who know Davidson know he is most passionate about what his efforts have meant for Oregon workers. When he became CEO in 1996, employment across Oregon’s tourism industry employment totaled 77,500. As Oregon faced the highest unemployment rate in the nation in 2003, Davidson and industry leaders worked with the legislature to create Travel Oregon’s current funding structure and semi- independent status. This work capitalized on the underutilized economic development opportunity provided by tourism in Oregon. Today, Oregon’s tourism industry employs more than 121,000 people, and employee earnings since 1996 have nearly quadrupled.
Under Davidson’s leadership, Travel Oregon has evolved into a destination stewardship organization, placing equity and respect for Oregon’s ecosystems and cultures at the heart of its mission. Central to this evolution is Travel Oregon’s responsibility to allocate 30% of its budget for community investments through a regional tourism program and a statewide competitive grants program. In the last 10 years alone, nearly $62 million has been allocated to regional partners and come mid-June nearly $26 million will have been awarded to Oregon’s communities through the competitive grants program. These funds have allowed the tourism industry to improve and support the development of accessible experiences for those with mobility, visual, hearing and other non-visible challenges—positioning Oregon to become the first state that is Destination Verified by Wheel the World. Additionally, these funds have provided the building blocks for Oregon’s world-class Dark Skies programming, have created and restored bike trails, fueled wildfire recovery efforts, promoted the World Athletics Championships and helped bring to life the longstanding vision of the James Beard Public Market.
The people, cultures and places that make Oregon unique have undoubtably been Davidson’s priority in his time as CEO. However, it is inarguable his leadership has left an indelible mark on the nation’s travel and tourism industry. Earlier this year, he finished two consecutive terms as Board Chair at Brand USA, the country’s destination marketing organization. His resume also includes stints as the Chair of the U.S. Travel and Tourism Advisory Board, National Chair of the U.S. Travel Association, Chair of the National Council of State Tourism Directors and Chair of the Western States Tourism Policy Council. This service has been recognized through many awards, including being named part of the U.S. Travel Industry Hall of Leaders (presented by the U.S. Travel Association, 2018) and the State Tourism Director of the Year (presented by the National Council of State Tourism Directors representing all 50 states and 5 U.S. territories, 2006).
It’s safe to say Oregon’s tourism economy—and the many communities it supports—wouldn’t be what it is today without Davidson’s leadership and dedication. For that, local leaders celebrate and honor his contributions.
“Few people get to have a legacy of lifetime leadership, and even fewer have the kind of profound impact that Todd Davidson has had,” said President and CEO of Brand USA Fred Dixon. “Todd’s strategic vision is matched only by the empathy and talent cultivation that have become his hallmarks. He cares deeply for the industry, community and stakeholders that depend on him. It’s with great pride that I wish him congratulations on his coming retirement. Our industry is better for his service, and we wish him all the best.”
“Todd Davidson is a tourism pioneer, and it’s been an honor to work with him,” said Patrick Nofield, Board Chair for the Oregon Restaurant and Lodging Association. “He played a major role in creating a sustainable funding source in 2003 through the Tourism Investment proposal, which took Oregon’s tourism promotion from near the bottom to one of the top states in the country. With nearly 30 years of leadership, Todd’s dedication, intellect and humor have maximized results for Oregon. His collaboration, strategic planning and networking skills are exceptional. We will miss his leadership as he moves on to new endeavors.”
At its June 10 meeting in Enterprise, the Oregon Tourism Commission will discuss the CEO transition — including potential parameters for a post-retirement role — as they prepare to launch a national search for the next executive leader.