ETV Releases its Annual Report
ETV’s Fiscal-year 2025-2026 report is a recap of its activities, programs, campaigns and sales and marketing efforts and the results of these efforts.
Read the Full Report
More Travelers Are Taking Spontaneous Leisure Trips
According to the latest report by tourism research firm Future Partners, spontaneous leisure travel is increasing. More than a quarter of all travelers report taking impulse trips frequently or very frequently, with Gen Z leading the number of impulse trips.
Overall, the types of travelers who take impulse trips are young, affluent and family-oriented:
- Gen Z (53.6%)
- Household income $200K or greater (36.8%)
- Parents of school-aged children (36.6%)
Travelers less likely to take spontaneous trips are Boomers (14.8%), those with household incomes under $49K and Gen X (23.9%).
More Travelers Use AI to Plan Trips
On the artificial intelligence front, nearly one-third of travelers admit to using AI tools to plan or prepare for a trip. This is a significant increase (9.3%) over the same period last year.
AI adoption correlates strongly with generation and life stage, with 45.1% of Gen Z and 44.8% of Millennials using it to plan travel, vs. 18% of Boomers. Also, parents of school-aged children are twice as likely as the average traveler to use AI for travel planning. “AI has certainly taken a seat in the travel research process, but human recommendations remain masters of the realm of trust,” according to Future Partners.
Social Media and Destination Websites Remain Important Travel Planning Tools
American travelers are using social media channels to plan travel at record levels. YouTube is the top channel, with 35.9% of travelers using this video content site. Facebook (33.8%), Instagram (27.3%) and TikTok (20.6%) are all essential planning tools for travelers.
For destination marketing organizations, the number of travelers visiting official destination websites (23.3%) and online visitor guides (16.4%) is holding steady, rather than declining with the rise of AI travel planning.
Source: Future Partners, “State of the American Travelers,” September 2026
Washington County Hotel Performance: August 2026
Hotel occupancy in Washington County continues to improve over 2025. Overall, occupancy clocked in at 76.6%, a 4.9% increase over August 2025. Average daily room rates are still behind 2025 levels at $128.45, $6.33 less than last year. Revenue per available room was $98.40 in August, just 4 cents less than last year.
Last Chance to Apply: ETV Foundation Award Grant for FY 2026-27
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
Application Window: July 21 – September 30, 2026
Awards Announced: By December 15, 2026
*Please note the guidelines have changed since Fiscal Year 2025-26 Cycle, so please review before applying.
Eligibility
Applicants must be Washington County-based 501(c) nonprofits or tribal organizations
Learn More and Apply
Travel Oregon Tourism Industry Partner Survey
Travel Oregon and the state’s seven Regional Destination Management Organizations (RDMOs) are gathering industry feedback to develop strategic plans that respond to the emerging needs of Oregon communities and the tourism industry.
Travel Oregon is launching the 2026 Industry Partner Survey to hear directly from those who work in or interact with Oregon’s tourism industry. This is your chance to share feedback on your needs and challenges to help us create strategies that will contribute to a stronger economy and a better quality of life for Oregonians.
Survey results will be shared on Travel Oregon’s industry site in Spring 2027. To encourage participation, every individual who completes a survey by October 1 will have the chance to enter a sweepstakes to win a $500 Visa Gift card. The survey is offered in both English and Spanish languages and takes about 12 minutes to complete.
Take the Survey
Tualatin Valley In the News
- “Exploring Oregon’s Trees to Sea Scenic Byway,” Northwest Travel & Life, September 2026
- “Fall in Full Swing,” AAA VIA Oregon/Idago, September/October 2026
- “9 Oregon Spots Where The Marionberry Pie Is Worth The Drive Across The State,” Fast Food Club, September 12, 2026
