A recent research study reveals that 78 percent of all U.S. leisure travelers participate in cultural and/or heritage activities while traveling, translating to 118.3 million adults each year. With cultural and heritage travelers spending an average of $994 per trip, they contribute more than $192 billion annually to the U.S. economy.

The study is the first to segment cultural and/or heritage travelers, showing the diverse groups that exist within this broader category of traveler. The segmentation analysis uncovered five different types of cultural and heritage travelers: Passionate, Well-rounded, Aspirational, Self-Guided, and Keeping it Light. Three segments - Passionate, Well-rounded, and Self-guided - were more serious about their travels and said that cultural and heritage activities had a greater impact on their destination choice. Together, these three segments represent 40% of all leisure travelers and contribute nearly $124 billion to the U.S. economy.

Cultural and heritage travelers as a whole are more frequent travelers, reporting an average of 5.01 leisure trips in the past 12 months. They are more frequent business travelers and more likely to have taken an international trip in the past 12 months than their non-cultural/heritage counterparts. They are also likely to travel farther to get the experiences they seek: about half of most recent overnight leisure trips were 500 miles or more from home. More than a third say they traveled between 100 and 300 miles for a day trip.

The study found that cultural and heritage travelers are more likely to participate in culinary activities, such as sampling artisan food and wines, attending food and wine festivals, visiting farmers' markets, shopping for gourmet foods, and enjoying unique dining experiences as well as fine dining.

Other cultural and heritage activities identified by travelers include visiting historic sites (66 percent); attending historical re-enactments (64 percent); visiting art museums/galleries (54 percent); attending an art/craft fair or festival (45 percent); attending a professional dance performance (44 percent); visiting state/national parks (41 percent); shopping in museum stores (32 percent); and exploring urban neighborhoods (30 percent). The vast majority of these travelers (65 percent) say that they seek travel experiences where the "destination, its buildings and surroundings have retained their historic character."

The study was conducted by Mandala Research for the U.S. Cultural & Heritage Tourism Marketing Council, in conjunction with the U.S. Department of Commerce. Heritage Travel, Inc., a subsidiary of The National Trust for Historic Preservation, and its website www.gozaic.com was lead sponsor of the study.

As part of its business luncheon series, Travel Salem will engage the speaking talents of Melody Johnson of the International Culinary Tourism Association on November 19, 2009 at the Mission Mill Museum.

Johnson will speak on the topic of "Culinary Tourism: Successful Ingredients in Economic Development"

RSVP's and prepayment of $18 is required / $23 at the door. Space is limited for the 11:45 a.m. - 1:15 p.m. event. Lunch is included in the cost.

Click here to for more information and to register

The northeastern Oregon town of Echo has been given the national America in Bloom Award for cities of under 4,000 population. The award was given at the eighth annual America in Bloom Symposium and Awards Program at the Hershey Lodge in Hershey, Pa.

America in Bloom is a national campaign and contest that promotes enhancing communities through beautification. In the friendly competition, communities are matched by population and evaluated on their efforts related to heritage conservation, floral displays, urban forestry, landscaped areas, turf and groundcover, tidiness, environmental awareness, and community involvement.

Over the previous three years Echo had earned special recognition from America in Bloom for its heritage preservation efforts (twice) and urban forestry efforts. This year, as well as winning overall in its population category, the city received special recognition for community involvement.

The community has 10 properties on the National Register of Historic Places and many other historic buildings and sites in and within a few miles of town. There are three town history books and a cultural inventory to tell the city's history. The 1920 Echo Bank Building, which is on the National Register, has been converted to a historical museum.

The Fall edition of Travel Oregon's Tourism & Hospitality Indicators Report is now available online.

This quarterly report provides an update on both the state of Oregon's Tourism & Hospitality Industry and Travel Oregon's efforts of meeting the objectives found in its strategic plan.

Data is related to both Oregon and the nation's economy. Lodging statistics, room tax data, air travel information, employment figures, consumer indexes, and highlights of Travel Oregon marketing efforts are featured in the 8-page document.

Click here for a copy of the report

For more available research and reports, visit the Travel Oregon Industry website at www.TravelOregon.com/Industry and select Research & Reports under the Research tab at the top of the page.

Click here for a direct link to the Research & Reports page

We wanted to share these very special visitor experiences with all of you in this vast Tourism Industry. Oregon truly is a wonderful place and thanks to all of your efforts, others across the world think the same...

Enjoy the following feedback from some recent visitors to our great state:

My wife and I spent a most enjoyable week in Oregon in July this year. We visited the Painted Hills, Crater Lake (the best kept secret in the US), McMinnville, Portland, etc., and was amazed at the scenery but the most surprising part of the holiday was the people. We only met polite helpful people during our entire stay and even the drivers were polite and considerate and it was good to get someone to pump the gas and clean your windshield - back to the 60's!

We are from Scotland and during the entire time we were in the USA did not meet another European until we visited the Chinese Gardens in Portland.

I have included a few pictures and look forward to our next visit.

Thank you Oregon!

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I spent 3 weeks on the Oregon Coast this past summer, traveling from Edmonton Alberta. I would like to take this opportunity to compliment you (and the people of Oregon). I have traveled much of Canada and the U.S. I had been to Oregon some 20 years ago, but I had more time this time around.

My impression is that the people of Oregon are obviously proud of their state, and show it by the way they take care of it, as well has their hospitality. I was particularly impressed by your state parks, and the "host" system. Your parks are spotless and the services outstanding.