The Value of Tourism

Travel and tourism in Oregon is a $12.3 billion industry that directly employs 115,400 Oregonians.

Last year, an estimated 29.1 million overnight visitors traveled to Oregon destinations, and domestic air arrivals to the state increased by 5.2%. In 2018, we set records in international visits with 1.1 million total visits. Oregon continues to outpace the U.S. in visitation and spending for both international and overseas travel. All in all, tourism spending in Oregon saw its ninth consecutive year of strong growth.

As an agency funded by the state lodging tax, Travel Oregon works tirelessly to run effective programs that maximize the return on investment for Oregon with efficient and effective stewardship of public funds. According to a 2017 study by Longwoods International, every dollar Travel Oregon spends on advertising generates $157 in new visitor spending and $8 in state and local taxes. What’s more, the study found that Oregon’s tourism advertising campaigns and subsequent visitation significantly improved the image of Oregon not only as a place to visit, but also for a wide range of other economic development opportunities. Specifically, those who saw the advertising were 61% more likely to consider Oregon a good place to start a business and as a place to start a career by 128%.