As we head into 2017, Bend’s tourism industry is strong, vibrant, and on pace for a sixth consecutive record year. The overall economic impact of tourism in Central Oregon is estimated to exceed $850 million in 2017. In addition to the direct visitor spending, tourism creates an important long-term economic benefit by serving as the gateway industry to attract new businesses to Bend. Nearly every citizen and business in our community benefits in some way from the economic growth created by tourism.
From fiscal years 2010 through 2016, transient roomtax (TRT) collections within the city of Bend grew 62 percent, significantly outpacing most other tourism destinations. Each month during the 2016 fiscal year set TRT records for that specific month. As a result of this continued growth, new hotels are being built, small businesses are thriving, and new residents and businesses are relocating to Central Oregon.
While we’ve enjoyed an historic run for Bend’s tourism industry, we’ve also been preparing for a leveling off period. As that sets in, Visit Bend remains focused on building a foundation for long-term, sustainable growth. The key to that plan is strengthening Bend’s appeal during the shoulder seasons and winter months. Historically speaking, winter and shoulder season tourism volume can be less than 50 percent of peak summer months.
As part of Visit Bend’s ongoing efforts to improve the winter and shoulder season tourism economy, we’ve started 2017 by launching a strategically robust winter marketing campaign. The campaign targets potential visitors from across Oregon, the greater Seattle area, the San Francisco area, and Northern California markets. The messaging invites visitors to enjoy Bend’s world class outdoor recreation and exciting cultural tourism opportunities. Community members who want to learn more about Bend’s winter marketing campaign can view it at www.visitbend.com/campaign.
In addition to our winter and shoulder season marketing campaign, Visit Bend has been busy recruiting and organizing exciting citywide events and conferences to Bend. In 2017, our city is set to host the USA Track & Field Cross Country National Championships in February, the Snowshoe National Championships in March, and the USAT Duathlon National Championships in June.
We’ve also been focused on diversifying Bend’s tourism offerings by promoting and supporting arts and culture in our community. Through the Bend Cultural Tourism Fund (BCTF), Visit Bend is set to contribute $200,000 in 2017 to events and attractions that draw visitors here during off-peak season. Having a long-term marketing fund in place for arts and culture is one way to ensure the growth and success of Bend’s vibrant arts community for many years to come.
It’s clear that Bend’s tourism industry has been enjoying a prolonged and prosperous run. While the outlook for 2017 is optimistic, the bar has been raised significantly. It will require continued creativity, innovation, collaboration, and hard work to ensure Bend tourism industry can maintain sustainable growth for years to come. The Visit Bend staff and board of directors will continue working hard to rise to the occasion.
Kevney Dugan
Visit Bend
541-382-8048
www.visitbend.com
