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Explore Tualatin Valley Unveils New Strategic Plan

Tualatin Valley’s destination marketing organization unveils plan to position the region as a premier Oregon destination. 

BEAVERTON, Ore. (March 28, 2024) – Explore Tualatin Valley (ETV), the destination marketing organization (DMO) for Washington County, Ore., announced a new strategic plan designed to solidify the region’s position as a leading Oregon destination. The plan, approved by the Explore Tualatin Valley Board of Directors on Thursday, March 21, outlines a comprehensive vision for attracting visitors and fostering a thriving tourism industry.

The strategic plan is anchored by a clear vision: to position Tualatin Valley as a diverse and inspiring Oregon destination where urban sophistication and rural authenticity meet. Explore Tualatin Valley’s mission remains to cultivate a thriving destination through approachable and inclusive visitor experiences, sustainable economic impact and exceptional quality of life. 

“This strategic plan represents a significant step forward for Explore Tualatin Valley,” said Dave Parulo, president and CEO of ETV. “By focusing on key objectives, we will elevate our brand, attract more visitors, and solidify Tualatin Valley as a must-visit destination in Oregon.”

Matthew Landkamer, of Whereabout Destination Strategy, held a series of listening sessions with ETV and is helping the organization guide its new strategy. 

 “We have carefully considered feedback from our stakeholders and partners,” added Dave Parulo. “Our strategic plan ensures that our efforts are closely attuned to the needs of our stakeholders.”

The plan focuses on five key objectives:

  • Objective 1: Elevate brand position through innovative marketing
  • Objective 2: Build a high-performance sales program
  • Objective 3: Develop a great place to visit and live
  • Objective 4: Engage communities, stakeholders, and partners
  • Objective 5: Develop and retain a skilled and engaged team

Newly outlined strategies, measured by key indicators, will help Explore Tualatin Valley achieve these objectives, positioning the organization as a recognized leader in the tourism industry. 

For more information, visit tualatinvalley.org/industry.

About Explore Tualatin Valley 

Explore Tualatin Valley is the destination marketing organization for Washington County, Ore., promoting the county under the destination brand Tualatin Valley. Tualatin Valley is scenically situated between Portland and the Oregon Coast in the Pacific Northwest. The valley is the gateway to the famed Willamette Valley wine country and the Tillamook Forest, and provides an array of outdoor recreation opportunities, scenic wetlands and wildlife preserves, performing and visual arts, and superb wine and culinary experiences, as well as tax-free shopping. The destination’s thriving business sector includes Nike World Headquarters, Columbia Sportswear Corporate Headquarters, Leupold & Stevens Corporate Headquarters, Intel research and manufacturing and numerous other high-tech businesses. The mission of Explore Tualatin Valley is to inspire individual and group consumers to visit the Tualatin Valley, making a sustained and measurable economic impact on the community through tourism.