Travel Oregon’s CEO on why cannabis isn’t a huge destination driver, and why being the biggest isn’t best
![VIP events allowing visiting Oregon delegation to meet, network and share in an evening with top Australia media and trade partners in an environment that is also inspired by Oregon Slightly Exaggerated with our venue itself.](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
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
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Low-cost Indian carrier SpiceJet continues to burn cash
It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024
AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Journey Beyond launches first brand-led campaign during Paris Olympics
Journey Beyond is pushing the boundaries. On The Ghan, you can't even see them!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Ascott Australia partners with Hotels for Trees
Hoteliers can take a 'Lyf' out of this book and improve their green credentials.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Victoria’s TAC Top Tourism Town Award winners for 2024
Keep looking in our own backyard. There are plenty of places to go.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Uniworld partners with Camilla Franks with Egyptian-inspired collection
We are in de-Nile about making puns combining Crocs and leopard prints, given this luxe partnership.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Aussies at Paris Olympics anxious about travel risks, with incidents already recorded
Fortunately one of our biggest gold medal hopes still held onto his pedals.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Banyan Tree Seaview Villas elevates Laguna Lang Co
If you've ever played golf in the tropics, start early. LIke way early. It's hot! Damn hot.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Silversea taps Barbara Biffi as senior vice president for global sales
Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Wendy Wu unveils new Japan travel brochure and itineraries
Get outta town! Off-beat Japan will be a lot less congested we figure than the usual tourist hotspots.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
UK and Europe event organisers look to venues with sustainability integrity, ICC Sydney survey finds
Here in Sydney, you can even eat the table centrepieces. Although we advise they be cooked first.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Renos Rologas new general manager ANZ for FCM Travel
Two decades in the travel game! Let's hope Renos is in for the long haul at FCM.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Untamed Escapes to offer Cultural Day Tour from Port Lincoln in partnership with Maba Idi
International visitors travel thousands of kilometres for this experience. Time to share.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Luxe Finish Line Penthouses offer the best vantage point for the finish of the Sydney-Hobart
Long have we been following the yachts leavings Sydney Harbour and one day, we will see the finish, from this place!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
In a busy world, proximity to nature is the new luxury
Forget Raffles, treat your nearest and dearest to a stay at the local campsite. They'll be super close to nature.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Circular Quay welcomes new Korean dining experience to Sydney Place
We once took Korean-American chef David Chang around Koreatown, Eastwood. Not happy about driving rain, loved the food.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
MSC Cruises unveils a new outdoor kid-friendly attraction on World America
Drop your kid down the jaws of a shark and they come out 11 decks below. Sounds good to me.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy
Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Australian travellers abandon peer-to-peer stays and gravitate back to big hotels, survey finds
Doom scrolling Airbnb for the best-possible stay options two days out from departure was wearing us down, apparently.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Quark Expeditions launches the Ultimate Summer in the Arctic sweepstakes for travel advisors
Summer in the Arctic still means it's freezing. But hopefully a winning sweepstakes tickets will warm your cockles.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘I bet it smells weird’ – Internet divided over floating restaurant in China
I you are still feeling peckish at the end of your meal, their fish tank is full. But can you eat koi?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘Turn up in the Northern Territory this Spring’ campaign deals
Agents and airlines get all hot and sweaty over these enticing deals. Or did someone just turn the air-conditioning up?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘Like nothing on earth’: Saudi Arabia’s new Treyam resort set in a Star Wars-style landscape
As long as Jar Jar Binks is not there, we would like a seat at the Mos Eisley Cantina please.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Raffles Hotels and Resorts is set to open in Tokyo in 2028
Time to get your vision boards at the ready! Raffles is landing in Tokyo!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘A true honour’ – Andrew Stark wins Flight Centre Director’s Award for the second time
Congratulations Andrew! If you're a fan of British reality TV you might notice a familiar face.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Club Med debuts travel agent portal 2.0 with bonus prize for tops sales
See those people by the pool. That could be you. Start selling through the portal people!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Envoyage announces 2024 Australian Icons and rewards event in the Maldives
We were going to edit our name into the list but we chickened out.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
HIF Global signs collaboration agreement with Airbus on eFuels
We know it's a good thing but can a jet fuel geek out there send in a diagram explaining this please.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Crystal announces release dates for 2026 itineraries
If you have started collecting 2026 itineraries then here is another one for you.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Cairns Airport unveils display of support for FNQ youth
If you were craving some winter sun now you have a cultural reason for booking a flight to Cairns.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Viking announces six new cruise itineraries
Now's the time to start learning Putonghua, Nihongo and Lhasa. Or maybe even know where these are spoken.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Join Qatar Airways, Celebrity Cruises & Klook – Showcase Your Brand at Click Frenzy Travel August 2024!
Clicking calmly will also be welcome when it comes to this particular deal. Click calmly here to find out more.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
InsideAsia Tours launches new incentive that doubles agent commission
Double commission! We like the sound of that. Hope their system doesn't crash as a result.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Push to revive Parramatta’s iconic Roxy Theatre into entertainment destination
Long have we wished for this iconic heritage cinema to be revived as a tourist destination. Still waiting.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Qatar Airways signs an expansion to Boeing 777-9 aircraft order
Known as a quiet rural town in England, the entire global aviation industry now has its eyes on Farnborough.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Flight Centre shares down following revised profit guidance
The stock market moves fast. What will the rest of the week hold for Flight Centre?