2025 Washington County Tourism Impacts
Tourism continues to be an economic anchor in Washington County as on-the-ground, in-destination spending and tourism-related employment hit an all-time record highs in 2025, according to the Dean Runyan Associates’ 2025 Economic Impact of Travel.
Even with a fluctuating economy, visitors brought a staggering $862 million directly into our community and spent more than ever at our dining establishments, arts and entertainment venues and retail shops.
While hotel occupancy rates in Washington County fell 9.5% to 62.9% last year, Washington County hotels performed better than other Oregon counties in our competitive set.
Statewide, the travel map has been redrawn, with in-state travel booming, with 11% of Oregonians choosing to vacation closer to home, as international travel decreases.
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2026 Summer Travel Global Travel Confidence Index
Allianz Partners, a travel insurer, released a 2026 Summer Travel Global Travel Confidence Index, a survey of 11,010 adults from 10 countries, including the US, China, India, France and Germany. Some of the key takeaways of the report include:
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- Travelers have a strong universal desire to travel. Despite global economic headwinds, the overall desire for travel remains highly resilient with 74% of global individuals intending to take a vacation this summer. This desire is particularly driven by younger generations, with 80% of Gen Z and 76% of Millennials planning summer trips.
- Travelers are managing financial constraints and rising costs as inflation remains a major concern, with 77% of global travelers worried about rising travel costs. Budget limitations serve as the primary barrier for those not traveling. Travelers are actively modifying their behavior, with 61% reducing non-essential spending to afford trips and 47% are scaling back the scope of their vacations.
- Travelers are prioritizing authentic, experience-driven travel for driving more meaningful memories:
- 54%: Concerts, festivals and performing arts
- 45%: Sports
- 45%: Wellness
- Travel is shifting toward domestic and “bleisure” travel. Travel patterns show a strong pivot toward cost-effectiveness and flexibility:
- 42% of global travelers are opting to explore their own countries rather than travel abroad.
- 32% of global travelers (and 44% of Gen Z) plan to extend their trips to combine remote work with leisure as there is a growing blur between work and vacation culture.
- Travelers have heightened anxiety around environmental and safety risks. Travelers are increasingly anxious about global stability and climate change when selecting destinations.
- 68% of travelers now factor environmental risks and extreme weather events into their decision-making.
- 51% alter their destination choices due to anxieties surrounding stricter border controls and travel advisories.
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Washington County Hotel Performance: May 2026
Washington County’s hotel performance showed mixed results in May compared to the previous year. While occupancy held steady at 62.9% (matching May 2025), the Average Daily Rate (ADR) dipped to $120.67, down from $128.44 last year. This softer pricing pulled Revenue Per Available Room (RevPAR) down to $75.91, marking a 6.1% decrease year-over-year.
Kate Sinner Named New Executive Director of Travel Oregon
The Oregon Tourism Commission selected Kate Sinner to lead Travel Oregon. She brings more than 20 years of experience working across the public-private sector to promote innovation, foster relationships and advance economic opportunities throughout the state. Kate succeeds Todd Davidson, who retired last June after nearly 30 years as the agency’s executive leader and served as Interim Director during the recruitment and hiring process.
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Tualatin Valley In the News
- “May is Oregon Wine Month: Here’s Where to Sip, Swirl and Stay a While,” Bailey Badillo, May 6, 2026
- “You don’t need to travel far to enjoy great wine,” KGW, May 4, 2026
- “Cheers to Tualatin Valley Wines ~ Spring Sips Celebrates Washington County Wine,” Dirk Knudsen, May 4, 2026
- “Saluting Veteran-Owned Wineries,” by Becky Garrison, The Grapevine, May-June 2026
