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0 of 3 Premium Clicks used this month SUBSCRIBE Print + Online Subscriber Activation | Register x Forgot Password | Need an Account? e-edition | subscribe | newsletter | deals Classifieds Jobs Autos Real Estate FEATURED » NEWS NOW Roseburg thrift stores deluged with trash ... Rogue Valley residents inspired by Pope Francis' speech ... Brush with Kindness ... Roseburg thrift stores deluged with trash ... Rogue Valley residents inspired by Pope Francis' speech ... Brush with Kindness ... TOURISM Travel boosting Oregon economy more than ever Comment By Greg Stiles Mail Tribune MailTribune.com By Greg Stiles Mail Tribune Posted Apr. 24, 2015 at 3:31 PM By Greg Stiles Mail Tribune Posted Apr. 24, 2015 at 3:31 PM » Social News When it comes to tourism, if you promote it, they will come. If gas prices fall, even more travelers will show up. Tourism is playing a growing role in Oregon's economy, and industry insiders say its $10.3 billion contribution to the state's gross domestic product is only going to grow. Travel Oregon, the state's tourism agency, hit the road this month with data demonstrating a decade-plus of room taxes are paying off. With the Great Recession disappearing from view, expanded marketing efforts are pulling in more visitors from more places, they said. "If we're inviting them, and they check-off the 'extremely satisfied box,' we've done half our job," said Travel Oregon CEO Todd Davidson. "When they return home, we want to see how deeply their visit has impacted and transformed them. Do they seek out Oregon wine in their hometown? Are they going to places that serve Oregon's craft beer or Oregon seafood?" Surveys in recent years suggest as many as 60 percent of visitors have purchased Oregon products after returning home. "In some cases," Davidson said. "The behavioral change is immediate." Not only is it the first time tourism has generated more than $10 billion, he said, it is supporting 101,000 jobs statewide, also a first. With vacation and travel season around the corner, Davidson and his staff are making the promotional rounds, visiting the Willamette Valley, the Coast and Southern Oregon this week, with stops in Central and Eastern Oregon next week. Between 2006 and 2014, data compiled by Dean Runyan Associates shows direct travel spending in Southern Oregon grew 13 percent to $957 million from $847 million. The industry definition for travel is a journey of 50 miles from home unrelated to work or education. Research indicated 60 percent of travel spending in Oregon was by out-of-state visitors. The state's "Seven Wonders of Oregon" campaign — relying heavily on website, social media and email marketing — launched during fiscal 2013-14 had a strong impact, Davidson said. The agency got 120,000 "consumer responses," such as requests for more information, up 38 percent from previous marketing efforts. "The beauty was that not only did we see increases when we would have expected in March to May, but the growth period extended all the way from July into November," Davidson said. Mike Keller, general manager for concessionaire Xanterra's Crater Lake operations, said Travel Oregon has primed visitors' expectations. "When travelers see something in brochures or magazines, they ask the staff how to get to this destination or that place," Keller said. "A lot of our employees are from Oregon, and they will take it a step further, talking about the John Day Fossil Beds, wine country, the Coast, or things to do in the area." In 2014, destination spending in Jackson County accounted for $390.4 million, with travel spending, including fuel, at $115.9 million, according to Dean Runyan data. Food-service spending accounted for $114.5 million, followed by accommodations at $82.3 million, local transportation, $51.1 million; arts, entertainment and recreation, $48.9 million; retail sales, $54.6 million; and food stores, $38.9 million. For all of Southern Oregon, $34 million was spent on air transportation. Visitors spent $195.9 million at Jackson County hotels and motels last year, while those visiting friends and family spent $96.2 million. Day travel generated $68.4 million. At the start of the eight-year research period, tourism accounted for 4,610 jobs in the county. After falling to 4,500 during the recession, in 2014 5,040 jobs were related to travel. Local and state tax receipts generated in 2014 by travel in Jackson County grew to $19.9 million from $15.1 million in 2006. The challenges ahead, Davidson said, include maintaining roads, bridges and airports to keep pace with demand. "We've seen amazing success," he said. "We want to make sure the service we're providing is at the highest level possible." Reach reporter Greg Stiles at 541-776-4463 or [email protected] . Follow him on Twitter at www.twitter.com/GregMTBusiness , on Facebook at https://www.facebook.com/greg.stiles.31 , and read his blog at www.mailtribune.com/ Economic Edge . By Greg Stiles Mail Tribune MailTribune.com By Greg Stiles Mail Tribune Posted Apr. 24, 2015 at 3:31 PM » Comment or view comments Reader Reaction » STAY INFORMED Email NewsLetter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. Southern Oregon Directory Featured Businesses Loading... 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