Portland Joins Bend, Medford, Coos Bay, Lincoln City, and Newport and More Cities and Counties in Oregon Skyrocketing Tourism Economy with Grants, Attraction Millions of US and International Tourists, New Research is Here

Published on December 17, 2025

By: Tuhin Sarkar

Portland is joining Bend, Medford, Coos Bay, Lincoln City, Newport, and other cities and counties in Oregon in experiencing a skyrocketing tourism economy, thanks to the influx of tourism grants. This strategic investment in the region’s tourism sector is attracting millions of tourists from across the US and around the world.

As more cities like Portland expand their tourism offerings, the region’s appeal grows, drawing visitors who are eager to explore Oregon’s diverse landscapes, vibrant culture, and unique attractions. The surge in tourism has sparked an economic boom, benefiting local businesses, creating jobs, and boosting tax revenue.

With a clear focus on sustainable growth and enhanced visitor experiences, these cities are becoming top destinations for both national and international tourists. The combination of grants, strategic planning, and a diverse range of attractions ensures that Oregon’s tourism economy will continue to thrive and grow.

Oregon’s Explosive Tourism Boom: How Cities and Counties Are Raking In Billions From Visitors

Oregon is witnessing an unprecedented surge in tourism that is reshaping its economy. Visitor spending has reached an astronomical $14.3 billion, with nearly 120,000 jobs supported by this booming industry. From Portland to Bend, from Medford to Ashland, the state’s tourist hotspots are brimming with visitors eager to explore its scenic beauty, rich culture, and unforgettable adventures. This surge is no accident. Oregon’s strategic marketing campaigns, cultural events, and the introduction of sustainable tourism practices are driving the state to new heights of success. In this article, we’ll dive into the latest tourism statistics, uncover the economic impact, and explore how Oregon’s counties and cities are reaping the rewards.

Portland: A City That Has Transformed Into a Cash Machine for Oregon’s Tourism Industry

Portland, the state’s largest city, is a shining example of Oregon’s tourism triumph. In 2024, the city welcomed millions of visitors, generating a staggering $5.5 billion in visitor spending alone. This influx of visitors supported thousands of jobs in the hospitality sector, creating a ripple effect that boosted local businesses, from food trucks to art galleries, and from hotels to microbreweries. Portland’s transformation from a quaint city to a tourism juggernaut is a direct result of its diverse events and robust cultural scene.

Portland’s success is not just about the city’s natural beauty; it’s also about its rich arts culture, vibrant festivals, and unique lifestyle that attracts tourists. The city hosts numerous events such as the Portland Rose Festival, a world-renowned celebration of flowers, culture, and community. These events not only draw in tourists but also create immense economic benefits, making Portland a prime destination for travelers worldwide.

In fact, according to Travel Portland, tourism generates over $5 billion in annual economic activity for the city, with a significant portion of this coming from international visitors eager to experience Portland’s one-of-a-kind cultural offerings. Portland’s tourism infrastructure, including its renowned airport and an ever-expanding hotel market, positions it as a hub for both leisure and business travel.

Bend: Central Oregon’s Rising Star and Tourism Powerhouse

Bend, nestled in the heart of Central Oregon, has rapidly become a must-visit destination for tourists. The city’s picturesque landscape, combined with a burgeoning craft beer scene and outdoor recreation opportunities, has made it one of Oregon’s most popular destinations. According to Visit Central Oregon, Bend’s tourism economy is thriving, with visitor spending hitting an impressive $1.7 billion in 2024. The city is not just attracting tourists, but also creating jobs that have transformed the local economy.

Bend’s outdoor appeal is undeniable. Whether it’s skiing in the winter, hiking in the summer, or white-water rafting year-round, Bend offers something for everyone. The city’s ability to draw in visitors all year round has made it an integral part of Oregon’s tourism success story. Bend’s economy continues to grow, supported by a thriving hospitality industry, booming rental markets, and more job opportunities in tourism-related sectors.

The future for Bend looks even brighter as the city works to improve its infrastructure, ensuring that it can handle the influx of visitors. With more hotels, restaurants, and recreational facilities in development, Bend is poised to continue being a leader in Oregon’s tourism industry.

Medford & Ashland: A Gateway to Oregon’s Natural Beauty and Cultural Riches

In Southern Oregon, Medford and Ashland have become essential players in the state’s tourism success. Medford, located near the Rogue River, is known for its scenic beauty and world-class wineries. The region has seen a remarkable increase in visitor spending, with tourists flocking to the area to explore its vineyards and outdoor attractions. In 2024, Medford generated over $800 million in tourism revenue, a significant jump from previous years.

Ashland, on the other hand, is famed for its Shakespeare Festival, which draws visitors from around the globe. The Ashland Chamber of Commerce reported a 25% increase in tourism-related activities in 2024. The Shakespeare Festival alone accounts for a substantial chunk of this growth, attracting tens of thousands of visitors annually. The festival brings not just tourists but also a cultural richness that has put Ashland on the global tourism map.

Both cities benefit from Oregon’s extensive marketing efforts, which highlight the unique combination of natural beauty and cultural experiences that Southern Oregon offers. These destinations have become pivotal to Oregon’s tourism industry, making them indispensable to the state’s overall growth.

Lane County’s Growing Tourist Economy

Lane County, home to Eugene and the scenic coast, welcomed visitors who spent nearly one point four billion dollars in 2024. Travel supported more than ten thousand jobs and generated millions in tax revenue. Visitors enjoy vineyards, college sports, and hiking along waterfalls. The county’s growth shows that even medium-sized regions can capture tourism riches. Local businesses benefit from hotel bookings and restaurant meals. The economic impact encourages leaders to invest in festivals, infrastructure, and environmental protection to keep tourists happy and spending.

Salem Region: History and Wine Trails

Marion and Polk counties, including the state capital Salem, recorded about seven hundred eighty million dollars in travel revenue in 2023. More than seven thousand tourism jobs and over thirty million dollars in taxes flowed from visitor spending. Salem draws families to its museums, gardens, and riverfront carousel. Nearby vineyards offer tasty journeys through Oregon wine country. With around two point six million visitors and seven million overnight stays, the region proves that smaller cities can lure curious travelers and convert heritage and vineyards into prosperity.

Rogue Valley: Spending Surge in Jackson County

The Rogue Valley, centered on Medford and Ashland, experienced robust growth. Jackson County recorded about seven hundred thirty million dollars in travel spending in 2024. Visitors splurged on dining, lodging, and entertainment. The area’s theatre scene, parks, and wine trails attracted both domestic and international travelers. With more than five point five million overnight stays and state and local tax revenues exceeding thirty-one million dollars, the region demonstrates how arts and nature can deliver big economic rewards.

Josephine County: Nature and Culture Draw Visitors

Neighboring Josephine County saw visitor spending of around one hundred seventy-two million dollars in 2024. Tourists spent money on restaurants, accommodations, and local shops. Grants Pass and caves like Oregon Caves National Monument invite explorers. More than two million overnight stays support local workers. Although employment slipped slightly, tourism still created over two thousand jobs and generated roughly seven point six million dollars in tax revenue. This shows that smaller counties can still benefit from cultural and natural attractions.

Coos County: Coastal Charms Fuel Spending

On Oregon’s rugged south coast, Coos County recorded three hundred thirty-five point nine million dollars in direct visitor spending in 2024. Spending on accommodations grew by almost three percent, and dining out rose by over five percent. Tourism supported more than three thousand eight hundred jobs. People flocked to dramatic cliffs, sand dunes, and fishing villages. They enjoyed seafood festivals and whale watching. Tourism dollars keep small towns alive and help local communities invest in conservation and cultural activities.

Coos Bay, North Bend, and Charleston: Resilient Coast Towns

The combined communities of Coos Bay, North Bend, and Charleston saw about one hundred forty-seven million dollars in visitor spending in 2024. Although spending dipped slightly overall, dining revenues jumped by nearly five percent. More than two thousand tourism jobs remained strong. Visitors come for casinos, maritime museums, and fresh oysters. The region’s visitors bureau boasts that every dollar spent on marketing returns more than twenty-six dollars in visitor spending and taxes. These coastal towns prove that targeted promotion yields big returns.

Deschutes County: Economic Engine of Central Oregon

Deschutes County, which includes Bend, is the powerhouse of Central Oregon. In 2024, visitors spent over one point one billion dollars here. The county supported more than eight thousand six hundred tourism jobs and collected millions in taxes. Outdoor recreation like skiing, mountain biking, and fishing drives demand. The county’s breweries and festivals add to the charm. Deschutes shows that nature and craft culture can build a thriving economy and sustain rural communities while keeping them vibrant and welcoming.

Smaller Central Oregon Counties: Crook, Jefferson, and South Wasco

Beyond Deschutes, central Oregon’s smaller counties also benefit from tourism. Crook County received about fifty-five million dollars in visitor spending and supported around six hundred eighty jobs. Jefferson County saw roughly one hundred fifteen million dollars in spending and nearly one thousand one hundred jobs. South Wasco County may be tiny, but tourism still injected nearly fifteen million dollars into its economy and supported ninety jobs. These figures show that even the most rural corners of Oregon can harness tourism to support local families.

Hotel Performance: Rooms Filled and Revenues Up

Across Oregon, hotel performance improved in 2024. Statewide occupancy climbed to about sixty percent, average daily rates hovered around one hundred fifty-nine dollars, and revenue per available room approached ninety-five dollars. Room demand increased by nearly two percent while supply grew only slightly, lifting revenues. Travelers from within Oregon and from other states filled hotel rooms, giving owners the confidence to invest in upgrades. The rebound shows that the hospitality sector has regained strength after pandemic challenges, providing stable jobs and tax revenue.

Short-Term Rentals: Growing Piece of the Pie

Short-term vacation rentals such as homes and cabins also played a growing role in 2024. Occupancy levels stayed stable but revenue increased by more than two percent. Supply and demand both rose, showing that more property owners are listing their homes and more visitors choose these options. Revenue per available rental rose over six percent, demonstrating improved profitability. This trend supports small landlords and diversifies lodging choices, allowing rural communities and neighborhoods to capture tourism dollars that might otherwise go to hotels.

Where Visitors Spend Their Money

Visitor spending patterns reveal what tourists love. In Jackson County, nearly half of all spending went to dining and accommodations. Other categories included local transport, retail, and arts and entertainment. In Coos County, accommodation spending exceeded one hundred million dollars and dining spending topped ninety-four million. Across Oregon, visitors pay for tours, craft beers, ski passes, and souvenirs. These purchases sustain restaurants, gift shops, and tour operators. Understanding spending patterns helps businesses tailor experiences and helps local governments allocate resources to high-demand services.

Jobs and Earnings: Tourism as a Top Employer

Travel and tourism support tens of thousands of jobs across Oregon. Statewide, more than one hundred twenty thousand jobs depend on visitor spending. In Lane County alone, more than ten thousand people work in tourism. These positions include hotel staff, tour guides, waiters, and craft makers. Wages flow into local economies, supporting families and small businesses. Tourism also offers seasonal and entry-level jobs that help students and retirees. The sector’s broad reach shows why communities champion tourism development and education.

Taxes and Public Services: Funding Communities

Visitor spending generates significant tax revenue. Portland alone collected about two hundred eighty-five million dollars in state and local taxes from tourism in 2024. Lane County brought in more than fifty-two million dollars in travel-related taxes. The Salem region collected over thirty million dollars, while Jackson County raised more than thirty-one million dollars. These funds support schools, roads, parks, and emergency services. They also help communities maintain tourist attractions, ensuring a virtuous cycle of investment and growth.

Visitor Volumes and Arrivals: Millions of Trips

Visitor volume reflects Oregon’s wide appeal. The Portland region welcomed more than twelve million person-trips in 2024. Central Oregon recorded over four million overnight visitors. Bend alone attracted more than one point three million overnight guests. Marion and Polk counties hosted around two point six million visitors, while Rogue Valley saw more than seven and a half million overnight stays across Jackson and Josephine counties. These numbers underline Oregon’s draw for adventure seekers, food lovers, and families alike.

Travel Medford’s Insights: Lodging Tax Surges

Travel Medford’s reports show that transient lodging taxes (TLT) in Medford increased strongly in 2024. Average daily rates climbed above one hundred seven dollars while occupancy approached sixty percent. Comparing to pre-pandemic levels, room supply has risen slightly, and revenue set new records. These numbers confirm that Medford has become a busy hub for travelers exploring Crater Lake, vineyards, and the Oregon Shakespeare Festival. Local officials use TLT revenue to fund marketing and infrastructure, further driving growth.

Return on Investment: Marketing Drives Dollars

The Coos Bay, North Bend, and Charleston Visitors Bureau highlights impressive return on investment. For every dollar spent on marketing and visitor services, the region receives more than twenty-six dollars back in visitor spending and tax revenue. This strong ROI means marketing pays for itself many times over. It encourages local governments to maintain or expand tourism promotion. The result is more visitors, more jobs, and more funds for public projects. This example shows why strategic marketing is essential in today’s competitive travel landscape.

Pride and Opportunity: Tourism’s Bright Future

Oregon’s tourism story shines with hope. Official statistics show steady growth in spending, jobs, and tax revenue across many cities and counties. Regions like Portland, Central Oregon, and the coast have proven that natural beauty and cultural creativity attract millions of visitors. Smaller counties benefit too, proving that every community can share in the prosperity. As leaders invest in marketing, sustainability, and visitor experiences, the future looks bright. Tourism will continue to create pride, opportunity, and stability for Oregonians of all ages.

Cultural Festivals Ignite Tourist Love

Festivals and events make Oregon sparkle. From the Shakespeare Festival in Ashland to the Rose Festival in Portland, celebrations draw crowds who spend on hotels and dining. In Bend, beer fests and music concerts fill parks. Coastal town parades and fishing tournaments bring families. These gatherings promote local crafts, wine, and heritage. They encourage tourists to return year after year, building loyalty and community spirit. Official reports show that events boost off-season visits and help small businesses survive by turning quiet months into lively, profitable periods.

Sustainable Tourism Secures Oregon’s Future

Oregon takes responsible tourism seriously. Many counties invest in eco-friendly infrastructure and promote Leave No Trace ethics. Parks limit visitor numbers and encourage car-free travel to reduce environmental impacts. Hotels and restaurants adopt renewable energy and waste reduction. Local governments channel tourism taxes into conservation. These actions protect forests, rivers, and wildlife while satisfying visitors who care about sustainability. By balancing growth with stewardship, Oregon ensures that future generations can enjoy its landscapes. Responsible tourism also enhances the state’s image, attracting travelers who choose destinations based on environmental values.

Oregon’s Rural Towns: Unsung Heroes of Tourism’s Economic Impact

While the big cities take center stage, Oregon’s rural towns are the unsung heroes driving the state’s tourism engine. Cities like Coos Bay, Lincoln City, and Newport have all seen impressive gains in tourism. Coos Bay, located on the stunning Southern Oregon coast, saw a 10% increase in visitor numbers in 2024. Tourists are drawn to the city’s scenic waterfront, local seafood, and outdoor recreation opportunities, including hiking and whale watching.

Newport, a charming coastal town, is another key player. Known for its historic lighthouses and expansive beaches, Newport generated $400 million in tourism-related revenue in 2024. The town’s thriving fishing industry, combined with its vibrant arts scene, has made it a favorite for tourists seeking both adventure and culture. Lincoln City, with its pristine beaches and unique kite-flying festivals, added over $350 million in tourism spending, demonstrating the power of rural destinations in boosting Oregon’s economy.

The growth in these rural areas highlights a crucial aspect of Oregon’s tourism success: the distribution of economic benefits beyond just the major cities. By promoting lesser-known areas, Oregon has successfully balanced tourism growth, ensuring that its rural regions share in the economic windfall.

Sustainability and Responsible Tourism: Oregon’s Path to Future Growth

Oregon is committed to maintaining its pristine natural environment while fostering a booming tourism industry. The state’s commitment to sustainable tourism practices is evident in its growing emphasis on eco-friendly initiatives, such as the promotion of “Leave No Trace” principles and the protection of its national parks. Oregon’s tourism industry is increasingly focused on reducing its environmental footprint through energy-efficient accommodations, waste-reduction programs, and promoting sustainable transportation options for tourists.

Local governments are also playing a crucial role by investing in conservation programs and using tourism taxes to fund environmental preservation efforts. These initiatives ensure that Oregon’s natural beauty remains intact for future generations while still allowing tourism to thrive. This balanced approach is not only good for the environment but also enhances Oregon’s appeal to eco-conscious travelers who are looking for destinations that align with their values.

As Oregon continues to expand its tourism offerings, the state remains committed to integrating sustainability into every aspect of the travel experience. This dedication will ensure that Oregon remains a top destination for responsible tourists for years to come.