TUALATIN RIVER WILDLIFE REFUGE
EXECUTIVE SUMMARY
Fiscal Year 2026 has presented challenges to Washington County’s tourism industry, as leisure and business travel have softened both statewide and nationally.
At the mid-year mark, ETV remains proactive, steady and focused, actively advancing our board- and community-led strategic plan, which continues to guide our work over the next three years.
This plan reinforces our commitment to supporting our stakeholders, partners and the broader community through the power of tourism. We are encouraged by the progress made to date and remain optimistic as we continue working to generate positive impact for Washington County’s visitor economy.
Keep Exploring,
ABOUT EXPLORE TUALATIN VALLEY
The Washington County Visitors Association (WCVA), dba Explore Tualatin Valley, is a not-for-profit organization that serves the region’s economic development efforts by actively promoting Washington County as a desired destination to domestic and international leisure travelers, business travelers, day visitors, meeting and event planners, and group tour operators. The association is also a leader in destination development and enhancement for the county and its stakeholders.
BLAKESLEE
CORNELL FARMS
FORAGER VINTAGE
OME CALLI FROZEN TREATS
SZECHUAN GARDEN
OLE BOLLE TROLL
SECTION 2
VISITATION PERFORMANCE
In the 2025 calendar year, our lodging partners closed the year with an average occupancy of 62.9%. While this represents a 9.5 percentage-point decrease compared to 2024, the market maintained steady room demand throughout the year. Average daily rate (ADR) declined 5.8% to $127.33, contributing to a revenue per available room (RevPAR) of $80.14. These results reflect a period of rate and occupancy adjustment following stronger prior-year performance. As in previous years, summer months saw the strongest performance, with occupancy rates in the mid-70% range.
VISITATION PERFORMANCE
MARKETING & ADVERTISING
Marketing and advertising efforts continued to promote Tualatin Valley as a travel destination by highlighting the region’s proximity to Portland and its access to wineries, outdoor activities and cultural experiences. To meet our strategic objective “Elevate our Brand Position Through Innovative Marketing,” an extensive integrated marketing and PR plan was executed to bring the messaging to our targeted audiences.
In the first half of Fiscal Year 2026, one of three key campaigns, “Cozy Season,” returned in the fall. July also saw the soft launch of our “Great Outdoors” campaign, which included Tualatin Valley’s golf products, among other outdoor recreation activities.
• Launched “Cozy Season” campaign (October-December), which included a mobile passport encouraging travelers to visit the coziest spots in Tualatin Valley
- Paid media advertising--out-of-home (OOH), digital, print and social media--in the Portland, greater Oregon and Seattle markets
- Public relations outreach and content creator partnerships
• Developed and released the Summer/Fall Inspiration Guide
• Earned more than 18 million impressions earned across Google Ads, Facebook, Instagram, TikTok and Pinterest campaigns
• Distributed 6 engaging monthly newsletters to foster consumer and traveler interest
- Monthly Subscribers: 4,873
- Average Open Rate: 2,245
- Average Click Thru Rate: 2.5%
MARKETING & ADVERTISING (CONT’D)
SPONSORSHIPS
During the first half of the fiscal year, ETV also supported existing third-party events through sponsorships and media support, including:
• Legendary Makers Market (July)
• Portland Classic LPGA Golf Tournament (August)
• Save the LP Record Show (November)
• Oregon Sports Hall of Fame (November)
• Patricia Reser Center for the Arts (25-26 Season)
BROADCAST AND VIDEO PRODUCTION
ETV continued its partnership with local media partners to produce on-air and online content.
• KOIN-6/CW: Produced (shot and edited) and aired 30-second advertising spots supporting the Great Outdoors and Cozy Season campaigns
• KGW-8: Rebranded the existing weathercam at The Reserve Golf Club and Vineyards as Explore Tualatin Valley
• Here Is Oregon (Oregonian Media Group): Produced two videos in support of ETV’s Cozy Season campaign
• Sparkloft: Shot new photography and video content at 7 locations for ETV in July
SECTION 4
PUBLIC RELATIONS & MEDIA
Explore Tualatin Valley values the power of planned and strategic public relations, as we recognize the specialized effort needed to gain local and travel media attention through story pitch activities. We work to bring brand awareness to the traveling public by securing media placements in print and online publications, and also work to increase our visibility with residents, partners and visitors by working on stories with local broadcast media.
• Hosted 10 media and influencer visits, featuring notable locations such as wineries, restaurants and local attractions, boosting destination visibility
• Secured 110 media placements in outlets, including Northwest Travel + Life, AAA VIA, 1889 Magazine and Avid Golfer, reaching millions of readers
- “4 Colorful Wine-Country Drives,” Allen Cox, Northwest Travel & Life,” September 2025
- “Oregon’s Tualatin Valley: A fertile crescent of wine and whimsy,” Ryn Pfeuffer, 1889 Magazine, October/ November 2025
- “Off to Cascadia!,” Art Stricklin, Avid Golfer, October 2025
- “Winter Getaway to Tualatin Valley,” Jennifer Burns Bright, November/December 2025
• Promoted local attractions and events through story pitches, further establishing Tualatin Valley as a travel destination
• Attended the SATW annual conference in Detroit, Michigan, and networked with dozens of travel writers and destination professionals
GROUP SALES & TRAVEL TRADE
Through the first half of FY25-26, group sales and travel trade efforts focused on rebuilding sales infrastructure and realigning our approach to support future growth. This period centered on aligning work with Explore Tualatin Valley’s pillars, partner sales goals, and event and meeting planner priorities and logistics. With new sales staff coming online in Fall 2025, efforts emphasized strengthening partner readiness, improving data accuracy and establishing a more service-driven, planner-focused sales approach.
KEY RESULTS
• Re-established relationships with key lodging and venue partners
- Conducted approximately 25 in-person site visits
• Managed group lead activity
- 4 definite leads generating 3,313 room nights
- 9 additional leads and prospects
• Expanded professional outreach and visibility via LinkedIn
- 99 new followers following targeted outreach efforts, including increased engagement from core audiences, including hospitality, government, nonprofit and event-related industries aligned with group sales goals
KEY EFFORTS
• Re-established direct engagement with lodging and venue partners through introductory outreach, in-person site visits and ongoing communication to rebuild relationships and reinforce Explore Tualatin Valley’s role as a sales and service resource
• Continued auditing and validation of hotel and venue data, including meeting space specifications, room counts and group-relevant amenities to improve accuracy and ensure Explore Tualatin Valley serves as a reliable source of truth for planners
• Refined group-market focus through the development of distinct planner personas, which more accurately reflect how planners source destinations and make decisions
• Aligned planner personas with Explore Tualatin Valley’s established offerings pillars to ensure sales messaging, asset recommendations and outreach strategies reflect real buyer behavior and product fit
• Focused on onboarding and use of core sales systems, including IDSS CRM and Cvent, to better understand lead flow, partner visibility and reporting and to support consistent lead handling and partner servicing
CENTURY HOTEL
CEDARTREE HOTEL
PARTNER & COMMUNITY ENGAGEMENT
As the storyteller and promoter of our tourism partners, ETV values the importance of a consistent, visible presence in our destination community. By maintaining strong connections with local businesses, government agencies and community groups, we ensure that tourism initiatives align with the needs and values of the community, facilitating the creation of inclusive visitor experiences and exceptional quality of life for residents. By being a visible and involved entity within the community, ETV builds trust, support and a sense of shared purpose, ultimately contributing to a thriving tourism ecosystem that benefits all partners and residents.
COLLABORATION AND COMMUNICATION
• Fostered collaboration through newsletters and on-the-ground engagement, building community awareness and support
• Facilitated planning sessions, including three Tap Season 2026 planning sessions and three Spring Sips 2026 planning sessions
EVENT HOSTING
• Explore Tualatin Valley Night at the Hops (August 14) attended by more than 75 tourism partners for a night of baseball and networking
• Annual Cozy Season Holiday Open House (December 11) attended by more than 100 partners
INDUSTRY EVENTS & MEETINGS
• Hotel Quarterly Meetings (August 21 and November 13)
- ETV organized quarterly gatherings of hotel professionals from across the county for networking, learning and collaboration
• Annual Association of Oregon Counties Conference (AOC) representing District 8 (November 20)
- ETV held tastings of Beaverton Foods’ cranberry mustard, Laurel Foods hazelnuts, ciders from 19 Acres and Ruby Vineyards Pinot Noir, in addition to providing tourism maps and ETV swag
EXPLORE TUALATIN VALLEY’S PARTNER NIGHT AT THE HILLSBORO HOPS
ANNUAL ASSOCIATION OF OREGON COUNTIES CONFERENCE (AOC)
ANNUAL COZY SEASON HOLIDAY OPEN HOUSE
PARTNER & COMMUNITY ENGAGEMENT (CONT’D)
STRATEGIC INVESTMENT UPDATES
As a destination organization, we have leadership responsibilities beyond marketing, promoting and selling of the destination. Tourism brings in approximately $836 million to our community and has the potential to further diversify the Washington County economy. Through partnerships with stakeholders, our goal is to establish high-quality visitor experiences that excite, educate and reward visitors and residents alike.
HEART & INSPIRATION EVENT STRATEGIC INVESTMENT GRANT PROGRAM
Explore Tualatin Valley provides strong support for local festivals and events hosted by non-profits that have measurable and meaningful attraction of overnight and day visitors into Washington County.
The following events that were held in Q1 and Q2 of FY2026 were granted funding via ETV’s Inspiration Event Grants during FY2025:
• City of Banks Annual 4th of July Fireworks Show July
• Tualatin Valley Creates La Strada dei Pastelli Chalk Art Festival July
• Beaverton Area Chamber of Commerce Concerts in the Round July–September
• North Plains Events Association 27th Annual Elephant Garlic Festival August
• Banks Sunset Park Association Banks BBQ and Tractor Pull August
• Centro Cultural El Grito September
• Rotary Club of Sherwood Sherwood Wine Festival November
During Q2 of FY2026, ETV granted $16,500 to local organizations for 10 events that aligned with our strategic plan. Grants were awarded in October for the following events:
2025
• Washington County Art Alliance Washington County Open Studios October
• City of Tualatin West Coast Giant Pumpkin Regatta October
• Beaverton Downtown Association Booverton October
• Forest Grove Cornelius Chamber of Commerce November Wine Walk
• North Plains Events Association, Inc. North Plains Jingle Parade December
• City Club Forest Grove Holiday in the Grove December
2026
• Tualatin Riverkeepers Tualatin Valley Earth Month April
• Bag&Baggage Productions 3rd Annual Hillsboro Film Festival April
• Indigenous Student Alliance Pacific University Annual Reconciliation Powwow May
• Third Angle New Music Hagg Lake Concert Series June–July
BEAVERTON AREA CHAMBER OF COMMERCE CONCERTS IN THE ROUND
DESTINATION DEVELOPMENT
Destination development is the intentional, long-term enhancement of a place’s assets and experiences, and through ETV’s Foundation Awards and other grants, these investments help catalyze projects that strengthen local economies, support community priorities, and create lasting benefits for residents and visitors alike.
$73,375 IN FOUNDATION GRANTS AWARDED
ETV awarded six organizations with Foundation Awards grants, totaling $73,375. Applications were submitted and vetted by ETV’s Executive Committee, and awards were presented in December:
• Rice Northwest Museum of Rocks and Minerals: Updated outdoor exhibit and pavilion
• Tigard Downtown Alliance: Glass baskets for a permanent art display in downtown Tigard
• The FLIP Museum: Permanent and mobile children’s interactive exhibit about the Atfalati-Kalapuya
• Hillsboro Tuesday Marketplace: Updated modular event stages
• Tigard Chamber of Commerce: Public art murals
• Girl Scouts of Oregon and Southwest Washington: Concrete repair and ADA ramp for the main lodge at Mountaindale West
$90,000
TOURISM DEVELOPMENT GRANTS AWARDED TO CHAMBERS OF COMMERCE
Each of Washington County’s nine Chambers of Commerce was awarded $10,000 to assist with operating visitor information centers. Each visitor center is strategically placed around the county.
AWARDED $42,730 FOR WONDER WINDOWS ART INSTALLATION VIA REGIONAL COOPERATIVE TOURISM PROGRAM (RCTP)
ETV awarded funds towards installation of the “Wonder Windows” art installation at Scoggins Valley Park and Henry Hagg Lake. The projected was completed in September. The installation by
local artist Emily Jung Miller consists of 18 large, double-sided transparent panels that are installed around the lake’s trails and showcase vibrant illustrations of local plants, animals and ecosystems to encourage discovery and connection with nature.
OREGON WINE COUNTRY LICENSE PLATE TOURISM PROMOTION PROGRAM
ETV became the official steward of Region 5’s (Washington, Multnomah and Columbia counties) portion of money for wine promotion and marketing, collected by Travel Oregon from the Wine Country License Plate funds.
DMAP INTERNATIONAL CERTIFICATION
In July, ETV obtained its accreditation as part of Destinations International’s Destination Marketing Accreditation Program. This distinction serves as a visible industry distinction that defines quality and performance standards in destination marketing and management. ETV was recognized at the Annual Destinations International Convention in Chicago, IL, on July 9, 2025.
WHEEL THE WORLD ACCESSIBLE DESTINATION DESIGNATION
In October, Tualatin Valley was designated as an Accessible Destination via Wheel the World, one of the leading travel sites for travelers with disabilities. ETV, in partnership with Travel Oregon, now has 31 “Accessibility Verified” locations in Washington County, ranging from hotels and restaurants to wineries, breweries and attractions. Oregon is also the first “Accessibility Verified” state in the country.
REINTRODUCTION OF THE DIGITAL ARTS PASSPORT
In October, ETV updated and relaunched its digital arts passport, which features 69 public art pieces throughout Washington County.
INDUSTRY ENGAGEMENT & EDUCATION
INDUSTRY ENGAGEMENT
One of the pillars of ETV’s Strategic Plan is to “develop and retain a skilled and engaged team,” which includes investing in educational opportunities and encouraging team members’ participation on boards and committees.
Boards & Committees
DAVE PARULO
• Destinations International (DI) | Advocacy Committee | Committee member
• Oregon Parks and Recreation Commission | Congressional District 1
• Oregon Destination Association (ODA) | Board of Directors
• Oregon Restaurant & Lodging Association | Legislative Affairs Committee
• Port of Portland | International Air Arrival Committee
• Salmonberry Trail Intergovernmental Agency
• Sport Oregon | Investor Board
SYLKE NEAL-FINNEGAN
• Public Relations Society of America (PRSA) North Pacific District | Membership Orientation Co-Lead
• Broadway Rose Theatre Company | Board member
• Wilsonville Tourism Promotion Committee | Ex-officio member
NICOLE BRADIN
• Destinations International (DI) Community Professionals Task Force | Member
• Tualatin Valley Creates (TVC) | Ex-officio member
INDUSTRY EDUCATION
Education is essential to ensure ETV’s staff stays informed, adaptable and equipped with the skills and insights needed to strengthen the organization’s programs and respond to evolving trends in the industry.
Certifications
ARIEL LESSENS
• OTLA | Oregon Tourism Leadership Academy Certification of Completion | December
Education & Trainings
• Destinations International (DI)
- Annual Convention (July) - Dave Parulo, Claire Fisher and Nicole Bradin
- Nicole Bradin also was a panel speaker at the conference
• US Travel ESTO
- Annual Conference (August) - Dave Parulo and Claire Fisher
• Travel Oregon Food System and Tourism Learning Community
- Ariel Lessens
• Non-Profit Association of Oregon
- 4-week Grant Writing Workshop - Ariel Lessens
• Public Relations Society of America (Oregon Chapter)
- Public Relations Ethics Workshop | Ethics Month - Sylke Neal-Finnegan
EXPLORE TUALATIN VALLEY STAFF
BOARD OF DIRECTORS
EXECUTIVE COMMITTEE
Board Chair Laurine Apolloni | Apolloni Vineyards
Immediate Past Chair K.L. Wombacher | Hillsboro Hops
Treasurer Darren Harmon | Bullwinkle’s Wilsonville
Secretary Tracy Reynolds | Beaverton Courtyard by Marriott
Dan Murphy | Broadway Rose Theatre Company
Les Davis | Lithtex Printing Solutions
BOARD MEMBERS
Mayor Tim Rosener | City of Sherwood
Deanna Palm | Washington County Chamber of Commerce
Marisa Hoiem | Element Portland Beaverton
Charlie Sitton | Century Hotel
Doug Menke | Tualatin Hills Park & Recreation District
Mathea Zietz | McMenamins Grand Lodge
Alex Kircher | Golden Valley Brewing
Commissioner Jason Snider | Washington County
Jim Etzel | Sport Oregon
Josh Johnson | Binary Brewing Co.
Carly Ritter | Intel Corporation
Mia Ponzi-Hamacher | Sosta House
Steve Winkle | Port of Portland
SECTION 9 – STRATEGIC PLAN FY25-FY27
