Travel Oregon’s CEO on why cannabis isn’t a huge destination driver, and why being the biggest isn’t best
Travel Weekly recently went one-on-one with Travel Oregon chief executive Todd Davidson to chat about the destination’s challenges and opportunities, its rapport with Aussie agents, and more.
TW: What’s the biggest challenge for Oregon as a destination going forward? And what is its biggest opportunity?
TD: I think one of the biggest challenges for us as we go forward is wanting to make sure that we’re maintaining the quality of the experience for our visitors that are visiting Oregon from around the world. We want to make sure the experience is personalised, because the reason you may come to Oregon may be different to the reason your father comes to Oregon.
At the same time, while we’re using the tourism industry to create great jobs for Oregonians, we want to make sure that we’re preserving this place that we have the privilege of promoting. It really isn’t about being the biggest – it’s about being the best.
We’ve seen tremendous benefit in focusing on our international markets and the way that plays into trying to be the best is international visitors stay longer and spend more money per trip. If we had visitors from Australia, they spend on average 10 days to two weeks in Oregon, whereas the average domestic traveller spends four days, so you can see there is a tremendous opportunity and we focus hard on the international markets, and we’re seeing the benefits of that.
For example, our international spending has grown at five times the rate of what it’s grown nationally. In 2018, international spending to the US grew one per cent and in Oregon it grew fiver per cent. Eight years ago, we wouldn’t have even been talking about New Zealand and Australia as markets, and now Australia is our fifth-largest overseas market, spending roughly US$42 million per year in Oregon. Overall, Australia is our second-fastest growing international market.
TW: The exchange rate isn’t to flash for Aussies at the moment, and if you couple that with a weakening local economy, it would appear most US destinations have a battle on their hands to woo Aussie tourists. Do you agree, and if so, how is Travel Oregon tackling this?
TD: First of all, there’s no doubt that the exchange rate has not been an incentive for international visitors coming to Oregon – it’s made the US far more expensive.
One of the benefits of Oregon as a destination is we have no sales tax, so all the shopping that Australian visitors love to do on their holiday is going to be five to 10 per cent cheaper. The industry in Oregon is sophisticated enough to understand they are battling that exchange rate, so they’re going to make sure the price they’re offering is good value.
Oregon generally is a good-value destination – it’s not seen as being overpriced to begin with, so there is quality for the dollar and we’ve got no sales tax on top of that. So, that’s how we’re combatting it.
TW: Cannabis-themed tours appear to be on the rise in places where possession and recreational usage of marijuana is legal. Is that true for Oregon? Is it an area of focus for the state?
TD: What we’ve seen, and most of this research has been domestic (not necessarily on international visitation), is that it has not been a huge destination driver for us. Part of that is we were the second or third state to legalise, and many of states have legalised it – the entire West Coast is legal.
However, the restrictions on legal consumption of marijuana are strict. For example, you can’t smoke in public, you can’t smoke it in your hotel room, so if a traveller bought it, where would they smoke it?
We don’t necessarily have the social clubs yet either, like a cannabis bar where you can buy something and smoke it there. It’s not a thing in any of the states where it is currently legal, and that becomes the challenge.
The restrictions have made it less of an incentive for people to make it a reason to travel to Oregon. That said, we do have people who are very curious about it, and we do have companies that have set up tours so you can go see grow operations or get a behind-the-scenes look of a dispensary to understand the different kinds of cannabis. So, there are tours you can take and they seem to be getting legs, but we have not seen it really pop as a huge driver of travel to Oregon yet.
TW: How would you rate Travel Oregon’s relationship with Aussie travel agents? How is it looking to improve the relationship?
TD: We had over 100 people attend our event in Sydney last month, and there are a lot of people that are excited to learn about what Oregon has to offer. You hear things like “Oregon feels like home” and they feel a kinship with Oregonians. There’s a beautiful similarity between the state of Oregon and the country of Australia.
And once we bring members of the Aussie travel trade to Oregon, they become lifelong fans. They have formed relationships with members of our industry and truly fallen in love with Oregon.
TW: What are some of the misconceptions Australian agents have around selling Oregon?
TD: There are still some members of the trade who aren’t completely sure why Oregon. They know a lot of places that may be more well-known from movies or wherever else.
Oregon has become this place often visited by repeat travellers to the United States – we’re that second or third or fourth trip to the US. So, there’s a small segment that still wants to better understand how to package it, how clients would move around, and what there is to see and do.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
cannabis cannabis tours oregon Todd Davidson travel oregonLatest News
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar turns 20 and everyone else gets the presents with free return flights across domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Amora Hotels & Resorts is set for the next phase of expansion in Asia Pacific as it prepares to introduce its unique style of customer-centric luxury hospitality to new destinations across the Pacific and Southeast Asia. The group has opened its inaugural corporate office in Sydney which will spearhead a plan to double its portfolio […]
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Chicago was recently named the most walkable city in America for tourists, and it isn’t hard to see why. Affectionately named the Windy City, Chicago offers tourists several famous landmarks including ‘The Bean’, the iconic ‘Cloud Gate’ and the ‘Magnificent Mile’. Most US cities are notoriously inaccessible by foot. Chicago, however, stands out as a […]
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents chance to score free spot on Intrepid trip to Antarctica
Fancy a free spot on an Intrepid Travel trip to Antarctica with key partnerships manager Leigh Reynolds? That extraordinary opportunity is up for grabs for any agent who books an Intrepid Travel Ocean Endeavour Antarctica 2024/2025 season departure during the incentive period. The lucky winners of the ‘Earn a Free Spot to Antarctica Incentive’ will […]
Bonza nosediving amid mass cancellations and reports of repossessed planes
Bonza's days appear to be numbered as the low-cost carrier today announced mass cancellations around the country.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Pullman Sydney Penrith ties up with Trilogy Hotels, announces new GM
Trilogy Hotels and Panthers Group have signed a milestone agreement that will see Trilogy Hotels oversee operations of the five-star Pullman Sydney Penrith. Part of a $110m investment from Panthers Group, the 153-room hotel opened in August last year and is the first five-star offering in Penrith. Trilogy Hotels is a new name in the […]
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.
South African Airways to relaunch Joburg – Perth flights as economic ties strengthen
Bringing two of the world's most distinctive accents closer together, for good or for bad is yet to be determined.
My journey: Before becoming a travel agent I was… a palliative care nurse
Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse? ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.