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Heritage travelers invading Oregon: are you ready for them?

May 29, 2014

            The summer tourist season has started in most of Oregon, and many of these travelers will be participating in cultural and heritage activities. Some mighcollier museumt even be knocking on your door.

            Mandala Research LLC, one of the nation’s leading tourism research firms, studied these travelers in 2012 at the direction of the Oregon Heritage Commission. The study made some important findings:

            1. 83 percent of leisure travelers in Oregon consider themselves cultural and heritage travelers. That’s five percent higher than the rest of the country.

            2. These cultural heritage travelers will spend more than $1,600 on their trip, or about 50 percent more than the national average. That means tremendous potential for cultural heritage organizations and businesses.

            These two statistics were part of the reason that the Oregon Heritage Commission made tourism and economic development one of the four key areas in the 2014-2019 Oregon Heritage Plan. That emphasis is one impetus for the Oregon Heritage Tourism Workshop that will be offered June 9 in Springfield. Workshop participants will have a highly interactive daylong event that will help them:

            — Learn more about opportunities, market trends, issues and resources for cultural heritage tourism.

            — Understand heritage tourists, their value and needs.

            — Assess your organization’s readiness for visitors.

            — Learn about the anchor draws for heritage tourism, and the regional assets that can complement heritage tourism initiatives.

            — Explore collaborations among heritage organizations, and between heritage organizations and tourism organizations, to tap opportunities for heritage tourism in the region.

            Whether you want to take immediate steps to engage travelers or begin longer-term planning, this workshop is for you. Register now!



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