INDUSTRY INSIGHTS
Explore Tualatin Valley Releases Its FY2023/24 Year-End Report
ETV recently released its annual report for fiscal year 2023/24, which ran from July 2023 to June 2024.
Key highlights from the report include:
- Completion of the development of a strategic plan
- Launch of the new Explore Tualatin Valley brand
- Refresh of the tualatinvalley.org website
- Addition of new photography and brand elements
- Development of new advertising campaigns: Tap Season and Spring Sips
- Creation of a strategic investment grants program
ETV also shared key data in the report, which includes quantitative results:
- Hotel performance
- $189.7 million in total room revenue
- 119.8 million hotel rooms occupied
- Expedia Campaign
- Canada: 1,044 room nights generated
- USA: 24,158 room nights generated
- Short-term rental performance
- $23 million in total revenue
- 9,050 booked listing
- TualatinValley.org website visitation
- 347,000 website visitors
- Public relations efforts
- 360 media pitched
- 68 stories places
- Marketing collateral
- 69,620 maps and guides distributed
- Strategic investments
- More than $3 million in strategic investments disbursed
Stewardship & Sustainability Insights
In November 2024’s “Stewardship & Sustainability Insights, Powered by The State of the American Traveler” (research conducted by Miles Media and Future Partners), the latest insights shaping U.S. leisure travel was shared with a focus on stewardship and sustainability.
Key Takeaways
- Tourism Benefits:
- A majority of American travelers believe the benefits of tourism outweigh the challenges.
- More than 50% of travelers state it supports local businesses, funds community services and supports local events.
- Climate Change:
- 60% of travelers believe human activity is responsible for climate change, and this sentiment is shaping their habits.
- Many travelers opt to take more public transportation, choose closer destinations or even travel less frequently.
- Generational Differences:
- Millennials and Gen Z are more focused on sustainable travel and are willing to pay more for green lodging, engage in carbon offsetting and prioritize green certifications when choosing where to stay.
- On the other hand, older generations are most conscientious about plastic waste.
Washington County Hotel Performance
October 2024
For the first time in 2024, occupancy at Washington County’s hotels did not increase over the year before. The decrease was very slight, with occupation dipping nearly 1% to 68.1 % (from 68.7% in 2023). While occupancy fell flat, the average daily rate (ADR) and revenue per available room (RevPAR) increased over the same month in 2023. The ADR for October was $133.78, a 5.6% increase from $126.74, and RevPAR was was $97.07, up from $87.05 last year.
PARTNER OPPORTUNITY
Tualatin Valley Inspiration Event Grant Award Applications Open on December 1
A new round of applications for Explore Tualatin Valley’s “Heart & Inspiration Awards” open December 1. This award is is an event marketing and sponsorship grant available to events in Washington County. Investments are awarded to events that will inspire awareness and overnight visitation to Washington County and serve as a platform for cultural and economic growth.
Applications will be accepted through February 28, 2025.
Don’t Forget to Register for ETVs’ Holiday Open House
December 5, 11 a.m. to 2 p.m.
Please RSVP today for ETV’s Cozy Season Holiday Open House Mix and mingle with other tourism partners, all for a good cause. You can come anytime during the open house, but don’t forget to RSVP.
If you want a chance to win a fun Cozy Season gift basket, bring an unopened full-size shampoo, conditioner, body wash, or a new winter hat or gloves to be donated to Good Neighbor Center in Tigard for families in need.
INDUSTRY NEWS
Tualatin Valley in the News
“Viva Beaverton Restaurants,” Northwest Travel & Life, David and Susan Greenberg, November/December 2024
“Destination Saunas in Oregon and Beyond,” Portland Monthly, Brooke Jackson-Glidden and Rebecca Johnson, October 30, 2024