As Oregon’s largest city, Portland is no stranger to the economic benefits of tourism. Travel Portland, a private, not-for-profit destination marketing and management organization, reported that, in 2022, the city’s tourism sector brought in $248 million in state and local tax revenue. The group also said Portland’s travel industry supported 32,700 local jobs and generated $2.3 billion in employment earnings.
But what makes Portland such an attractive tourist destination?
The city’s lifestyle is centered on its charming urban landscape, vibrant community and diverse neighborhoods. Its vibe, creative culture, and commitment to sustainability make Portland enticing for students, business and leisure travelers.
Those looking for gastronomic adventures need not worry because the city offers a wide variety of food and drink, from voodoo donuts and craft beer to creative, French-inspired dishes at the widely-acclaimed Le Pigeon restaurant. Adventure-seekers, on the other hand, can also enjoy breathtaking views of waterfalls and volcanic peaks during their hikes.
Portland has everything for everybody.
According to Travel Portland Senior Tourism Manager Yoko Furukawa, prior to the pandemic, over-tourism was a major problem for the city. While the sector has not fully recovered to pre-pandemic levels, the number of visitors to Portland has been rising gradually, which allows travelers to enjoy many sites and attractions without the crowds.
Also, the stable growth in numbers allows the city to plan for more hectic seasons in advance. Travel Portland’s latest report, Economic Impacts of Travel, shows that tourist spending in the Portland metro area grew 36.0% from $3.8 billion in 2021 to $5.2 billion in 2022.
What is one of the city’s strongest markets?
On its website, Travel Portland identifies Japan as “Portland’s most important overseas market.” Hosting a thriving and influential Japanese-American community, the city’s popular attractions include the Japanese-American Historical Plaza, the Oregon Nikkei Legacy Center, and the Portland Japanese Garden.
The city’s academic institutions and cultural centers offer opportunities to learn about Japanese arts, language, and history.
More evidence of its strong ties with Japan, Portland has nurtured a sister city relationship with Sapporo since 1959. Every year, the Portland-Sapporo Sister City Association organizes several cultural events and festivals open to residents and visitors.
Because of the strong ties between Portland and Japan, Furukawa predicts that new growth will be found in the student-tourist segment.
