According to a study by Mandala Research LLC in October 2012 commissioned by the Oregon Heritage Commission with help from Travel Oregon and funding from the Oregon Cultural Trust, cultural and heritage experiences are major factors in attracting travelers to visit Oregon.

“Cultural and heritage organizations have believed for many years that their work was important for their communities and for the tourism industry,” said Kyle Jansson, coordinator of the Oregon Heritage Commission. “This study proves that cultural heritage travelers spend hundreds of dollars for lodging, restaurants, transportation and other services, and that means jobs for Oregonians.”

Oregon’s cultural heritage visitors spend $1618 per visit, the findings showed, nearly 60% more per person than cultural heritage travelers do nationally. These travelers contributed an estimated $19.6 billion to the state economy (over five years) on their most recent trip to the state.

A cultural heritage traveler is defined as “a person who travels to experience the places, people, activities and things that authentically represent the past and present, including cultural, historic and natural resources.” This means they visit heritage sites, arts venues, state and national parks, beaches and other places also enjoyed by Oregonians.A far higher percentage of Oregon travelers than those elsewhere said cultural heritage activities were important to their destination choice. They like to engage in a range of activities, including partaking in regional foods and wines, appreciating the authenticity of what Oregon has to offer. They are 39% more likely to pay more to stay at a lodging establishment with cultural or historical significance.

Interestingly, among the 2000 people interviewed from California, New York and within Oregon, the most recognizable Oregon icon was listed as the Oregon Trail, with Mt. Hood a close second.

The report concluded that it is important for Oregon to capture the past sense of place as well as a sense of cultural tradition in order to keep attracting visitors who are naturally attracted to the state as a destination. A complete copy of the report is available at the Oregon Heritage Commission website.

– Kyle Jansson and Meryl Lipman

Photo: Historic Granada Theater, The Dalles, Photo by Meryl Lipman