mrv industry overview
TRANSCRIPT
The Oregon Tourism Industry & Travel Oregon
10%+
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
How does this translate in Oregon?
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
How does this translate in Oregon?
• 88,000 Oregonians directly employed (2010)• Direct: restaurants, hotels, attractions, guiding &
outfitter businesses, tour operators, visitor information centers, convention and visitor bureaus
• 39,600 jobs supported indirectly (2010)• Indirect: gas stations, charter boats, wineries,
taxis, shopping centers, printers, art galleries and more…
Tourism: Direct Employment 1991-2009
30
40
50
60
70
80
90
100
1991 1994 1997 2000 2003 2006
Thousands
38%
Why Tourism Matters To Oregon
2010• $8.1 billion in direct travel spending (+5.2%)• $2.0 billion in travel generated earnings (0%)• $313 million in state and local taxes (+3.3%)• GDP of the travel industry = $3.1 billion• Tourism = still one of Oregon’s top export-
oriented industries
Oregon Travel Impacts 1991-2010, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
Earnings of Export-Oriented Industries
Oregon Travel Impacts 1991-2009, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
Urban vs. Rural Impact
Oregon Travel Impacts 1991-2009, Dean Runyan AssociatesAvailable at: www.TravelOregon.com/Industry
Investing in Oregon’s Tourism Industry
• Pre-2004, Oregon’s tourism budget was:– 46th lowest of the 50 states – Oregon was losing market share to other
states
• Oregon tourism industry needed an economic stimulus!!!
Oregon Tourism Investment Proposal (2004)
• 1% Statewide Lodging Tax implemented in 2004– a.k.a. transient occupancy tax (TOT), bed tax, or room
tax
– applies to hotels, motels, B&Bs and other overnight lodging facilities
• New stipulations for local lodging taxes: – required to maintain (or increase) the amount spent
on tourism from existing local lodging taxes – governments must direct at least 70% of the new or
expanded tax revenue to support tourism
1% Statewide Lodging Tax
• Deposited with Travel Oregon
$11.5 million collected in 2008
$9.9 million collected in 2009• Oregon’s tourism budget now ranks in the
middle of the 50 states (25-28th)• Up to 15% is redistributed to Oregon’s 7
tourism regions
7 OREGON TOURISM REGIONS
So what is Travel Oregon?
The Oregon Tourism Commission dba Travel Oregon is the official state agency charged with encouraging economic growth to enhance the quality of life in Oregon through a strengthened economic impact of tourism throughout the state.
Travel Oregon’s Key Objectives
#1 Maximize the return on public and private investments in tourism.
#2 Inspire year-round travel and lengthen the average visitor’s stay.
#3 Encourage leisure travelers to Oregon from our primary international target markets
#4 Develop new and strengthen existing tourism products by providing leadership and fostering collaboration amongst local, regional, national, tribal and private-industry tourism entities.
Strategic plan is located on the Travel Oregon Industry website, www.traveloregon.com/industry
How do we do this?
#1 Set strategic direction for the industry
#2 Inspire domestic (U.S.) travelers to visit Oregon
#3 Inspire international travelers to visit Oregon
#4 Develop our tourism “products” – the Oregon experience – in partnership with community and business leaders as well as local, state and federal public agencies
Oregon’s Brand Values
VISIONARY
STEWARDSHIP
GENUINE
Telling the Oregon story
$7 million marketing
$1 in media=
$201 in visitor spending
An example of how we tell our story
2010 Oregon Bountyvideo
Tourism Development Programs
• Product Development in Target Niche Markets• Community-Based Sustainable Tourism Planning• Support for Sustainable Business Development• Matching Grants Program• Governor’s Conference on Tourism• Industry Communication• Industry Policy & Research• Tourism & Hospitality Consortium • Oregon Welcome Centers• Oregon Q Care Customer Service
Training Program
Organizational Structure
Governor
Oregon Tourism Commission 9 appointed Commissioners
Travel Oregon Chief Executive Officer
Travel Oregon Staff5 departments
Travel Oregon departments
• Executive• Operations• Tourism Development• Consumer Marketing• International & Domestic Travel Trade
Tiered system for partnering & communication
Travel Oregon (1)
Regional Destination Marketing
Organizations (RDMO)(7)
Destination Marketing Organizations (DMO)
(~120)
Tourism industry partnering
Local Tourism & Hospitality Industry (business or organization)
Example: Caddisfly Resort, LLC
Local Destination Marketing Organizations (DMO)Example: Travel Lane County
Regional Destination Marketing Organization (RDMO)Example: Willamette Valley Visitors Association
Travel Oregon
Communication system
Travel Oregon
Regional Destination Marketing Organization (RDMO)Example: Willamette Valley Visitors Association
Local Destination Marketing Organization (DMO)Example: Travel Lane County
Local Tourism & Hospitality Industry(business or organization)
Example: Applegate Regional Theater, Inc
1% Statewide Tax Revenue also Supports Seven Regions
Up to 15% of the 1% statewide tax can go back to the regions for marketing purposesto complement existing local and regional lodging tax revenues.
1.78 million redistributed in 20081.41 million redistributed in 2009
1% Statewide Tax Revenue also Supports Seven Regions
100%$1,408,413Total
3.8%$53,967Mt. Hood/Gorge
4.7%$66,372Eastern Oregon
8.7%$122,957Central Oregon
10.1%$142,608Southern Oregon
12.7%$178,201Willamette Valley
24.7%$347,782Oregon Coast
35.3%$496,526Greater Portland
In 2009, Oregon’s 7 tourism regions received the following amounts for Regional Cooperating Marketing Programs:
TRENDS IN TOURISM
Current Trends in Tourism
• Consumers trading down/not out– Intent to Travel Improving
• Shorter planning cycles– more rubber tire trips
• Seeking travel value due to the macro economic situation
• Consumers see the marketplace as affordable• Packaged opportunities more relevant
Source: US Travel, TravelHorizons, 2009
Key Travel Drivers for Willamette Valley
• Good for families and adult vacations• Natural beauty• Outdoor recreation opportunities
Key Markets for Willamette Valley
• Oregon, Washington, & California• Specifically:
– Portland, OR– Eugene, OR– Seattle-Tacoma, WA– Bend, OR– Los Angeles, CA– San Francisco-Oakland-San Jose, CA– Spokane, WA– Medford/Klamath Falls, OR
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
Oregon 2009 Visitor Report, Longwoods InternationalAvailable at: www.TravelOregon.com/Industry`
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Oregon 2009 Regional Visitor Research, Willamette Valley, Longwoods International
Survey – Travel Activities
• Outdoor interest translated into travel activities– Hiking also was a key activity
If yo u d id tra ve l to o r within Ore g o n d uring the Ore g o n Ad ve nture ca tio n p ro mo tio n, which a c tiv itie s d id yo u p a rtic ip a te in (in Ore g o n)? Che ck a ll tha t a p p ly .
66.7%
47.7% 46.8%
31.0%25.6%
21.2% 20.4%13.3%
7.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Vis
ited
a lo
cal
rest
aura
nt
Sta
yed
over
nigh
t(h
otel
/b&
b)
Hik
ed/b
ackp
acke
d
Vis
ited
a w
iner
y
Out
door
rec
even
t
Pla
yed
golf
Par
ticip
ated
inad
vent
ure
spor
tsac
tiviti
es
Roa
d bi
ked
Mou
ntai
n bi
ked
Survey – Travel Motivators
• Hiking and Deals are primary travel motivators to this audience
W ha t typ e o f a ctiv ity wo uld mo tiva te yo u to tra ve l to Ore g o n d uring the sp ring /summe r? Che ck a ll tha t a p p ly .
48.3%
40.2%
18.5%
10.3% 9.4%13.5%
22.4%23.7%23.7%26.8%
44.4%
64.2%64.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Hiking
Specia
l pac
kage
s/rat
es
CampingRaftin
g/Kay
aking
Wild
life w
atch
ing
Fishing
Road B
iking
Golfing
Attend
ing o
utdo
or ev
ents
M
ountai
n Biki
ng
Birding
Skiing
/Sno
wboard
ing
Running