For both visitors and natives of the state, Travel Oregon provides countless guides and knowledge about the Oregon Outdoors. They are officially known as the Oregon Tourism Commission (OTC), a semi-independent agency under the Oregon state legislature. They are changing the way people view the state and its outdoors through organized communications efforts. How did they get to this point? And, what are they doing to improve outdoor narratives?
We’ll start our analysis today by looking at their 10 year strategic vision and 2023-2025 strategic plan. The 10 year strategic vision is the basis for the three year plans and encompasses knowledge gained from focus groups of underrepresented key Oregon stakeholders such as the nine federally recognized tribes and people in the BIPOC community. The vision and values are rooted in inclusion and equity, with the core goal to reimagine how tourism can contribute to a better life for all Oregonians. In addition, how travel can contribute to an equitable and diverse living, industry and workforce in Oregon.
By basing their plans on these core values and listening to underrepresented voices, they’re changing narratives and truly helping everyone to get outside and explore. The plan is also rooted in the idea of regenerative tourism. This examines what effects their communications efforts will have on the environment and future generations. It asks questions like, “Will the results of this work support visitors in having a positive impact on the destination?” And, “Have residents and other stakeholders been involved in an inclusive way?” This mindset transforms the values of the strategic plan from words to actions.
A great example of this is the recent $3.6 Million that Travel Oregon awarded to fund accessible and inclusive tourism projects across the state. The action helped strengthen local economies and communities by centering on ones that have historically been underserved and under-resourced. The grants supported projects such as improving hiking trails, promoting heritage and cultural tourism and supporting local guides and outfitters. Todd Davidson, CEO of Travel Oregon, said that the project would “support the vision of a welcoming destination for all where tourism drives…and celebrates rich, diverse cultures.”
This is all wonderful, but how are their values seen in practice by everyday viewers? Well, through their extensive guides and easy to find information on the site. Everything is sortable and searchable, with sections such as “Oregon 101”, “car free trips” and a whole set of guides dedicated to accessible travel. By laying out information about the Oregon outdoors in a way that is approachable and easily readable, those new (and experienced) can find ways to get outside. The website shows that there is something for everyone, and that how one person wants to explore outdoors isn’t always the same way as the next one, and that is celebrated.
April Winz 