Regional Investments in Tourism

Regional Cooperative Tourism Program
Committed to Partnership

Serving all of Central Oregon

The tourism region of Central Oregon lies on the eastern side of Oregon’s Cascade Mountains, consisting of Deschutes, Jefferson, Crook and Southern Wasco Counties. The Central Oregon Visitors Association (COVA), dba Visit Central Oregon, has been selected as the Regional Destination Management Organization (RDMO) to contract with Travel Oregon and represent the region.

As the RDMO for Central Oregon, the Central Oregon Regional Cooperative Tourism Program stakeholder group’s vision for the region is to level the seasonality of visitor demand; to inclusively create programs and opportunity to enhance tourism development throughout the region, and to protect our natural assets and tourism sustainability.

Additionally, Visit Central Oregon works in collaboration with Travel Oregon programs and our regional industry stakeholders to responsibly and creatively establish the region as a year-round visitor destination.

Central Oregon RCTP Plan

Global Marketing

The RDMO will engage consumers and invite destination visitation through multi-tiered, highly targeted advertising, sales, and public relations programs.

The strategy will leverage COVA’s destination marketing investment in out-of-state target markets, thereby ensuring the highest and best use of industry resources.

Public Relations is a cost-effective strategy to elevate and complement COVA’s destination marketing and advertising strategies. FAM/research trips are a way for travel writers to experience the destination and help tell the unique stories of Central Oregon.

Content and asset development will be available for DMO and industry partners to seamlessly utilize within their community websites.

Tactics

  1. Public Relations and Activations
  2. Collateral Distribution
  3. Brand Research
  4. Oregon Travel Information System (OTIS)
  5. Your Story Everywhere (YSE)
  6. Regional Mural Installations

View The Full 19-21 RCTP Plan For Details of Each Tactic

View the RCTP Dashboard

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Destination Development

The RDMO and Central Oregon stakeholders have placed destination development as a top priority for regional investment resources. Destination development strategies will provide the opportunity for both rural and urban assets and attributes of the region to be supported with resources from the RCTP.

The destination development vision is that the region will support programs leading to product development that is visionary, sustainable and responsibly focused on resource enhancement and protection. Tactics encompass both large-scale and small-scale projects, as the need and priorities within the region are quite diverse from community to community.

Key strategies include:

  • Supporting on-ground development and post-program progress of Oregon Tourism Studio (aka Rural Tourism Studio) communities
  • Balancing the seasonal influx of visitors and impacts on sensitive natural attractions
  • Continuing the success of the regional grant program to provide development support for new, individual projects based on community priorities (see Global Strategic Partnerships)

Tactics

  1. Oregon Tourism Studio (OTS) Post-Program Project Implementation Support
  2. Central Oregon OTS Coordinator
  3. Deschutes Trails Coalition (DTC)

View The Full 19-21 RCTP Plan For Details of Each Tactic

Global Strategic Partnerships

Key stakeholder feedback was that Destination Development is a high priority.  Visit Central Oregon’s goal over the next biennium is to make strategic investments in community programs with the Central Oregon Matching Grants Program (COMGP).

The below tactics will provide community outreach and education within the region to increase awareness of COMGP, assist in developing compelling and competitive Destination Development matching grant projects, and foster Central Oregon champions of tourism.

Tactics

  1. Central Oregon Matching Grants Program (COMGP)
  2. Regional Grant Writing Workshops
  3. Rural Tourism Conference Scholarships & Sponsorship
  4. Governor’s Conference Scholarships
  5. Brand USA (BUSA) International Microsite Renewal

View The Full 19-21 RCTP Plan For Details of Each Tactic

Global Sales

The Global Sales strategies will leverage the region-wide partnerships established to support and sustain the robust in-market and inbound FAM opportunities presented by Travel Oregon.  The development of international awareness could not be achieved for Central Oregon without the leveraged opportunities provided by Travel Oregon’s Global Sales department.

Following multiple years of modest investment, Central Oregon is seeing real growth in international relationships and sales catalogs.  This momentum must receive continued attention and investment for long-term success.  This includes ensuring that existing commercial air service to the region is retained and enhanced with additional frequency and non-stop routes as well as continued relationship building with airlines.

Our international visitors are known to stay longer and spend more money while in our communities. In addition, the international traveler is a key target for non-peak travel and rural exploration and adventure.

Tactics

  1. Commercial Air Service Development & Marketing Fund
  2. Domestic programs for international Global Sales
  3. Central Oregon Delegation at IMEX America
  4. Brand USA (BUSA) International Inspiration Guide
  5. International Visitation Research
  6. Global Sales Educational Training

View The Full 19-21 RCTP Plan For Details of Each Tactic

Industry & Visitor Services

Visit Central Oregon is implementing a diversity, equity, and inclusion (DEI) statement as part of this organizational handbook.  Recognizing the relevance and value for essential awareness and training for this newly implemented organizational culture, Visit Central Oregon will host and invite Central Oregon stakeholders for half-day DEI workshops with an experienced trainer/consultant, sharing best practices for understanding and implementation of DEI within their own organizations.

Overall Success Measures

Visit Central Oregon’s Strategic Plan outlines our program measurements and provides a roadmap for regional destination marketing.  Plan measurements includes Travel Oregon’s Longwoods study and Smith Travel Reports, regional airport reports (including enplanements, flight frequency and markets served), as well as Travel Oregon and Visit Central Oregon visitor stakeholder surveys.

Visit Central Oregon’s marketing campaigns are highly measured to track return on investment by way of website analytics and conversion reports, referral traffic to industry partners, public relations and social media analytics, event activation exposure, lodging revenue reports, transient room tax reports, and industry surveys.

The RCTP plan is leveraged by Visit Central Oregon’s programs and focuses on regional research, destination development, and creating opportunities for the region.