Spring Sips Recap
The state of the wine industry is in flux nationwide as wine sales and traffic at wine tasting rooms are down. The 2026 Spring Sips campaign sought to remedy that, if only temporarily, as ETV expanded the campaign to two months, created “gateway experiences” to introduce more people to Tualatin Valley’s wineries and create more access via events, such as the Pink! Rosé Festival.
Our 2026 Marketing & PR Recap is an overview of the campaign an the $445,000 investment made into driving more wine tourism.
Read the Full Report
Skift State of Travel 2026
According to a recent report by travel intelligence platform Skift, the travel landscape is shifting dramatically as 69% of North Americans view travel as essential. To stay relevant, industry players must navigate changing demographics, economic pressure and artificial intelligence.
- Economic Splits: Baby boomers are spending more, while Gen Z prioritizes retail shopping and paying off debt over travel. High earners optimize budgets while others select cheaper flights, shorter trips or secondary destinations.
- Artificial Intelligence: The discovery and inspiration phase of travel has evolved from browser searches to AI recommendations. For the hotel sector, this shrinks consideration sets to one to three properties, leaving 94% of hotels invisible in AI queries.
- Experiences First: Travelers are looking for experiences, trading the traditional bucket-list locations for live events, culinary journeys and unique cultural experiences.
Download the Report
Washington County Hotel Performance: July 2026
Washington County’s hotels saw a 3.7% improvement last month, compared to the same time last year. Occupancy reached 76.6%, while average daily rates remained behind last year’s rates. ADR for July was $132.42, a $5.86 decrease (4.2%) from the same period in 2025. Revenue per available room was $101.38 compared to $102.07 last year.
Don’t Forget to Apply: ETV Tourism Grants
Explore Tualatin Valley is accepting applications for two FY 2026–27 tourism grant programs supporting projects and events that attract visitors to Washington County.
Foundation Award
- Up to $20,000/project | $75,000 total available
- Supports tourism-related projects, including public art, historic preservation, cultural heritage, signage, and more.
- Apply: July 21–September 15, 2026
- Awards announced: December 15, 2026
Guidelines have changed since FY 2025–26; please review before applying.
Heart & Inspiration Event Awards
- Up to $5,000/event | $25,000 available per cycle
- Supports public events that encourage overnight visitation and cultural growth
- Cycle 1: July 31–September 15 | Events Nov. 2026–May 2027
- Cycle 2: January 1–March 15 | Events June–Oct. 2027
- Awards announced: By October 31, 2026 & May 31, 2027
Eligibility
Washington County-based 501(c) nonprofits, tribal organizations. Events must be visitor-facing and tourism-aligned.
Learn More and Register
Come Celebrate with Us
You’re invited to Explore Tualatin Valley’s Annual Celebration! Join us as we reflect on the past year, look ahead to what’s next and celebrate the partnerships that help Tualatin Valley thrive as a tourism destination.
When: Wednesday, October 7, from 4-6:30 p.m.
Where: The Meridian Club at the new Hillsboro Hops Ballpark
What: Enjoy local food and beverages while networking with partners from across the region and getting an inside look at the region’s most exciting new venue.
We look forward to celebrating with you!
RSVP Today
Tualatin Valley In the News
- “Are Oregonians drinking less? 3 Washington County businesses embrace zero-proof market,” Beaverton Valley Times, July 22, 2026
- “Go for a Stroll, Take a Dip or Grab a Bite at Four Nearby Lakes,” Willamette Week, July 13, 2026
- “The Rise of Willamette Valley Chardonnay,” Northwest Travel & Life, July 7, 2026
