Dear friends –
Oregon’s travel and tourism industry is a crucial component of the state’s economy. In 2019, the tourism industry generated $12.8 billion in visitor spending, employing more than 117,000 Oregonians. Yet, today, the travel and tourism industry is hurting as a result of the COVID-19 pandemic. We stand on the precipice of old versus new.
When we emerge from this global crisis, the way our guests approach travel will be different. And, as Oregonians, we will lift one another up and adapt to these new realities. We’ll resolve to remain strategic and intentional as we look at new ways to inspire visitation and support our industry colleagues as we recover together.
Oregon’s travel and tourism industry did not become a $12.8 billion industry by accident. It resulted from us being collaborative, passionate and smart. And, as we plan for recovery, these economic impact numbers prove how integral the travel and tourism industry is to Oregon’s economy – and how crucial the industry will be in our economic recovery.
Yes, each of us must and will adapt our strategic plans in response to situation. And, we’ll do so clear-eyed about leveraging and aligning our messages and resources and reflecting our ideal for driving economic development for all Oregonians by welcoming all visitors to experience Oregon – where each of our guests can feel and experience for themselves that they are welcome, safe and respected as they travel throughout our beautiful state.
Travel Oregon is narrowing its focus to support, grow and promote the thoughtful reopening of Oregon’s tourism industry in response to the COVID-19 pandemic. As regulations are lifted and consumer mindsets transition from fear and frustration to hope and exploration, Oregon will be here, ready to welcome all explorers.