Tap into the Tap Season Report
This year, Tap Season reached the next level. The two-month event boosted awareness and engagement, doubled Ale Trail Mobile Passport downloads, and a full calendar of events drove customers to partner breweries, cideries and taprooms.
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2025 Oregon Visitor Profile Report Released
Travel Oregon collaborated with travel market research firm Future Partners to conduct a visitor profile study to provide data on Oregon visitors, their perceptions, motivations, satisfaction and more. The study offers insights into the visitor experience, from both in-state and out-of-state visitors.
According to the study, 60.4% of travelers visited Oregon for vacation/leisure, while 20.5% visited friends and family. Scenic beauty, relaxing environment and affordability were the top three travel motivators, with local food and drinks the third motivator (and received the second highest satisfaction score (86.3%), following scenic beauty (87.9%). The Portland Region, which includes Tualatin Valley, was the top region visited, with 48.9% of respondents visiting the area.
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Western US Travelers Profile Study
One West Tourism Alliance, an association that represents more than 150 destination marketing organizations and industry partners in the western US, collaborated with Future Partners for a visitor profile of visitors to states in the western US.
Cultural experiences centering around food and history are top interests among travelers. While many travelers (48.1%) expect an economic recession in the next six months, 30.5% expect to travel more and spend more (35.4%) in the coming year.
Additionally insights about travelers:
- 70.3% stay in full-service or 3-4-star hotels and resorts
- 33.1% traveled to attend a sporting event
- Professional sports (72.3%)
- College sporting event (22.9%)
- Amateur sports (13.5%)
- Semi-professional sports (11.9%)
- 52.1% traveled to attend a special event
- Music concerts (58.3%)
- Music festivals (27.0%)
- Food/drink festivals (25.7%)
This study is part of an ongoing national survey of U.S. travelers. Each month, over 4,000 adults from across the country are surveyed. To qualify, they must be 18+ and have taken at least one trip 50+ miles from home in the past year. In 2025, nearly 50,000 people completed the survey. The results are highly reliable, with a margin of error of ±1.6%. About 22,000 respondents were from the Western U.S.
For more insights, including travel brands used and social media usage, read the full report.
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Washington County Hotel Performance
March 2026
In March, Washington County hotel occupancy dipped slightly to 58.8%, a 1.5% decrease from March 2025, as tourism continues to slump statewide. Statewide occupancy held steady at 56.2, while occupancy levels in neighboring Multnomah and Clackamas counties were 58.6% and 56.8% respectively.
In Washington County Average daily room rates (ADR) also decreased 5.8% to $116.62 and revenue per available room (RevPAR) decreased to $68.61.
Tualatin Valley In the News
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- “9 Picture-Perfect Wildflower Hikes Within 90 Minutes of Portland,” Brook Jackson-Glidden, Portland Monthly, March 30
- Women’s History Month profile of Bee Maloof, Maloof Wines, KPTV-Fox12, March 26
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