Oregon speaks to Aussie appetite for fine food and drink

Oregon speaks to Aussie appetite for fine food and drink
By admin


Australian awareness about the range of experiences available in Oregon is on the rise with its tourism body hopeful that will translate into good growth over the coming year.

At an event at Sydney last night to kick off a week-long sales mission, Travel Oregon confirmed Australia as among the top five source markets for the state, and the top four for its capital Portland.

But travel trade manager Lisa Itel admitted to Travel Today that Australian numbers over the last year have been “pretty flat” as the dollar has softened.

“But we’ve seen an amazing amount of growth over the last couple of years,” she added.

Itel was hopeful that the next year would see a return to growth with numbers buoyed by strong synergies between Australia and Oregon in terms of food and drink, along with its broad range of outdoors activities such as hiking, cycling and kayaking.

Its location is also a major advantage when tackling the local market, especially for the growing number of Aussies that are opting for fly-drive holidays.

“We’re on the West Coast so we’re very accessible from here,” Itel said. “We’re a bit more undiscovered, so we’re for people that have done Disneyworld and the other tourist spots and now want to experience something different that they can go home and tell their friends and neighbours about.”

Growing awareness in the Australian market of the dining scene and local wineries will also help to boost numbers over the coming year, she predicted.

The September food festival Feast Portland is seeing a growing number of international visitors, she added.

Meanwhile, Itel underlined the importance of Travel Oregon’s relationships with trade partners in Australia as critical to its success. It will “think out of the box” this year to devise new and innovative ways of working together to promote the destination, with famils also a priority. 

Pictured below from left: Jill Collins, Barking Owl Communications; Joanne Motta, Travel Oregon; Billie Moser, Travel Portland; Marcus Hibdon, Travel Portland; Corey Marshall, Travel Oregon; Heather Anderson, Travel Portland; Lisa Itel, Travel Oregon and Louise Longman, Barking Owl Communications.

""

Latest News