What’s Next for Destination Organizations? 2025 Futures Study Insights
The just-released 2025 DestinationNEXT Futures Study, produced by Destinations International in partnership with MMGY NextFactor, draws on insights from global surveys, advisory panels, and tourism professionals across 36 countries. The result is a comprehensive look at how destination organizations are stepping into broader leadership roles: shaping communities, building stronger visitor economies and adapting quickly to change.
Highlights:
- 84% of destination organizations are actively leading destination development — from placemaking and infrastructure to cultural investment and transportation access.
- Drive-market tourism is gaining ground. As travel patterns shift, regional and domestic visitors are becoming the foundation of year-round stability and long-term resilience.
- AI is changing the game. Destinations are using generative tools to deliver more personalized, community-rooted storytelling, especially for younger, values-driven travelers.
- Events = Identity + Impact. Sports, music and cultural festivals are driving economic growth, community pride and off-season visitation. Sports and music tourism alone are expected to hit $1.5 trillion globally by 2032.
- Tourism is delivering measurable value. With over $5.8 trillion in global GDP impact, tourism drives revenue for local businesses, supports year-round hotel performance, increases foot traffic to visitor-facing establishments, and informs policies that enhance quality of life for both residents and travelers.
Why It Matters:
Tourism is no longer just about attracting visitors, it’s about shaping the future of our communities. The insights from this study reflect the work already happening on the ground in places like ours: investing in local businesses, drawing regional visitors, and building partnerships that benefit both the economy and quality of life. This report offers inspiration, direction, and evidence that when we lead with purpose, everyone wins.
Washington County Hotel Performance
July 2025
In July 2025, Washington County’s lodging industry demonstrated resilience in a shifting travel landscape. Occupancy remained strong at 73.8%, and while slightly below last year’s 79.6%, it still reflects steady visitation. Washington County is still 5.6% higher than the national average of 68.2%. The average daily rate (ADR) was $138.15, down from $148.78 in 2024, contributing to a RevPAR of $101.95.
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Travel Oregon’s Recreation Ready Program: Letter of Intent Open Oct 1–30, 2025
Travel Oregon has launched its Recreation Ready Program, a two-phase initiative offering training, planning support, and funding for early-stage outdoor recreation projects in rural and tribal Oregon communities. Phase 1 spans nine months and provides strategic assistance including visioning, accessibility planning, and expert guidance. Projects that meet the requirements may advance to Phase 2, receiving up to $100,000 over 16 months to further develop the initiative.
Eligible projects must involve the development or enhancement of outdoor recreation infrastructure, not events, marketing, or for-profit benefits, and must show clear alignment with Travel Oregon’s goals: attracting overnight visitors, improving accessibility, boosting community well-being, driving local economic impact, and stewarding natural environments.
Important dates to note:
- Letter of Intent (LOI) opens: October 1, 2025 at 2 p.m. PT
- LOI deadline: October 30, 2025 at 5 p.m. PT
- Guidelines, registration for the informational webinar (to be held October 7, 2025, at noon PT), and full application details will be available by September 24, 2025 at 5 p.m. PT
In the News
- Sosta House takes the spotlight in Travel + Leisure’s Essential Guide to the Willamette Valley, earning a place on the “Top 5 Can’t Miss” list.
- This May Be the Most Underrated Wine Region on the West Coast—and It’s Not in California, Travel + Leisure, July 20
- Exploring Tualatin Valley, Northwest Travel & Life, August 11
- Explore Tualatin Valley receives DMAP designation from Destinations International, Travel Daily News, August 22