[Heritage] Cultural Heritage Experiences Major Factor in Oregon Traveler Decisions

Heritage Info heritage.info at state.or.us
Wed Jan 9 15:41:48 PST 2013

Cultural and heritage experiences are important factors in attracting
travelers to visit Oregon. Once here, these cultural heritage travelers
spend nearly 60 percent more than the national average for cultural
heritage travelers.
Those are two of the findings in a recent study of cultural heritage
travelers organized by the Oregon Heritage Commission. The Oregon
Cultural Trust provided funds for the study, while Travel Oregon
provided technical assistance.
“Cultural and heritage organizations have believed for many years that
their work was important for their communities and for the tourism
industry,” says 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.”
The study, conducted by Mandala Research LLC, showed that Oregon’s
cultural heritage travelers spend nearly 60 percent more per person than
cultural heritage travelers do nationally. These travelers contributed
an estimated $19.6 billion to the state economy on their most recent
trip to the state, according to the study’s findings.
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.
The report concluded that it is important for Oregon to capture the
past sense of place, and to weave this iconic place into the present and
future. A complete copy of the report is available at 
In addition, the Heritage Commission has created a Heritage Bulletin to
assist organizations and communities in becoming more welcoming to the
cultural heritage traveler. This publication can be viewed at
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