Tualatin Valley continues to attract a growing number of visitors, marking a significant milestone in its tourism sector’s economic contribution. The recent release of the preliminary report by Dean Runyan Associates, a Portland-based economic and marketing research firm, and commissioned by Travel Oregon, highlights the substantial impact of tourism on Washington County, Ore.
Washington County Hotel Performance
April 2025
Washington County hotels saw a decrease in key performance indicators for the fourth straight month. Occupancy declined 9.0% to 62.3% for the month of April. The average daily rate also declined by 7.2% to $123.97, down from $133.62 in April 2024. Revenue per available room also decreased from $91.48 to $77.21, 15.6% decrease over the previous year.
State of the American Traveler
May 2025
According to Future Partners, a travel and tourism market research company, angst about tariffs and financial outlook is starting to affect travelers this summer.
- 11.6% of travelers have already adjusted summer travel plans.
- 35.9% of travelers are considering adjusting travel plans.
Of those who are planning to travel this summer:
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- 36.5% will be sticking to a strict travel budget.
- 35.2% will be traveling to budget-friendly destinations.
- 35.6% will be driving instead of flying.
- 23.9% will visit closer-to-home destinations.
- 34.8% will focus on free or low-cost experiences.
- 32.1% will reduce food and restaurant costs.
2025 BMO Wine Market Report
The annual BMO Wine Market Report is an annual analysis of the North American wine industry, the American wine consumer and sentiment. The report surveyed 11,562 wineries in the United States, 16% of which are located in the Pacific Northwest.
Key takeaways:
- Nearly 40% of US wineries increased sales in 2024, with much of the growth coming from direct-to-consumer sales.
- In the Pacific Northwest and Napa Valley, 68% of wineries expect an increase in DTC sales; as a result, more than half of the wineries surveyed planned to further invest in tasting rooms, wine clubs and digital marketing.
- Wine clubs and tasting rooms account for more than 50% of total revenue for more than half of all wineries surveyed and 70% of total revenue for wineries that produce 1,000-4,999 cases.
- Alcohol consumption has been steadily declining. Wine consumption among older wine drinkers and Boomers continues to decline and younger people (younger Millennials and GenZ) are drinking less–GenZ has a higher rate of abstainers.
- As more people perceive alcohol as unhealthy, younger drinkers increasingly are eschewing drinking, and health concerns about alcohol continue to drive moderation. Beverage categories that attract wellness-minded consumers are growing, resulting in increases in white wine sales and low-alcohol and low-calorie wines.
- Reasons for drinking wine less frequently:
- 50% are cutting back on alcohol in general
- 37% are drinking less wine for health or wellness reasons
- 20% feel that the price of wines has gone to high
- 20% are drinking beer or spirits more often
May is Wildfire Awareness Month
Preparedness and prevention are important during wildfire season. There are several resources about wildfire prevention and preparedness from the Oregon State Fire Marshal, as well other state resources, including Travel Oregon.
Resources:
- Oregon State Fire Marshal Wildfires Page
- Travel Oregon Wildfire Information
- OrAlert.gov (emergency alerts)
- Oregon Department of Emergency Management
- Keep Oregon Green
In the News
“Summer Events Guide 2025: More thank 55 fairs, festivals, rodeos, other top events,” OregonLive, May 12, 2025
“‘Spring Sips’ offers passport-driven adventure through Tualatin Valley wineries,” AM Extra, KOIN 6, May 8, 2025
“Deadstock’s Owner Knows His Coffee — Here’s Where He Goes in Portland,” Paolo Bicchieri, Eater PDX, May 7, 2025