Destination Development and
Institutionalization Strategies
In the OIC Member Countries
122
Figure 40: Oregon’s International Source Markets by Region
Source: Travel Oregon
The major markets visiting Great Lakes Bay are local residents of the state of Michigan, Northern Ohio,
Northern Indiana, Northern Illinois and Ontario, Canada, in addition to visitors from around the globe.
Impacts of Tourism
Oregon’s tourism revenue was $11.3 billion. In 2016, there were 109,500 tourism jobs, with employee
earnings reaching $3.1 billion. 369
In terms of Great Lakes Bay, $2.25 million in room tax and assessment revenue was generated in 2016.
2. DMO Governance and Organizational Structure
Travel Oregon is a semi-independent regional agency established in 2003. The DMO is led by a Chief Executive
Officer and reports to nine commissioners who are appointed by the governor of Oregon. Each of the
commissioners has a specific area of focus. One represents the community, five represent the accommodation
sector, and three represent the tourism industry (apart from accommodation facilities). The commissioners
approve and oversee the commission budget and strategic plan. 370
There are five departments, each lead by a vice president reporting to the CEO. The DestinationDevelopment
team works with Oregon communities and businesses to help them better participate in Oregon’s tourism
economy. The destination development programs offered include the Product Development program, which
addresses outdoor recreation, agritourism, culinary, and cycling; the Sustainable Tourism program, and the
Rural Tourism Studio program.
The Global Marketing team oversees developing communication strategies, running integrated marketing
campaigns, and providing the industry with promotional materials. The Global Sales team works with tour
operators around the world to feature Oregon and to also build awareness through the media. The Global
369 Oregon Tourism Commission (2017). Activating Explorers - Annual Report FY 2016-2017 .
370 Travel Oregon (2017). Destination Development. Retrieved fro
Share of total state visits, 2015
Canada
Asia-Pacific
Europe
Latin America
Middle East &
Africa
Mexico