In 2018, the Willamette Valley Wineries Association contracted with market research firm Destination Analysts to conduct research into Willamette Valley wine tourism. A key part of that study was to develop a deeper understanding on the Willamette Valley’s competitive set and develop profiles of wine tourists with high potential for visitation.

While this study includes Willamette Valley-specific information, all Oregon wine tourism regions will benefit from diving into this report, which segments wine tourists by several factors including affluence and consumption habits while also providing profiles of wine tourists from 10 markets. Media consumption is also investigated along with travel motivations and more.

If you have questions about this work, please contact Jess Willey at the Oregon Wine Board or Morgen McLaughlin at the Willamette Valley Wineries Association.

This project was funded in part by a Wine Country Plates grant from Travel Oregon. Learn more about Travel Oregon matching grants.