Previous Page  132 / 197 Next Page
Information
Show Menu
Previous Page 132 / 197 Next Page
Page Background

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

m http://industry.traveloregon.com/organization/travel-oregon- teams/destination-development/

Share of total state visits, 2015

Canada

Asia-Pacific

Europe

Latin America

Middle East &

Africa

Mexico