2026 Oregon Wine Symposium | Unlocking Oregon’s Powerful Wine Tourism Network: State, Regional, and Local Connections

Oregon’s tourism network is vast, interconnected, and full of untapped potential for wineries across the state. With the urgent need to attract more visitors to wine regions, how can individual businesses and local or affiliation wine groups better plug into this system to grow awareness, visitation, and revenue?

This session pulls back the curtain on Oregon’s tourism ecosystem—from Travel Oregon to regional and local destination partners, including a look at how Travel Portland is repositioning the state’s largest tourism hub. Wineries will learn how they can make the most of the tools, research, and programs already available, and how associations are aligning efforts to boost wine tourism across every region.

You’ll leave with a practical checklist of ideas to build new partnerships, tap into underused resources, and increase your winery’s visibility within Oregon’s thriving visitor economy.

Session sponsored by Travel Oregon

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Carissa Cook – Marketing Director, Oregon Wine Board
James Jessie – Chief Operating Officer, Travel Portland
Morgen McLaughlin – Executive Director, Willamette Valley Wineries Association
Tori Middelstadt – Executive Director, Willamette Valley Visitors Association
Carole Skeeters-Stevens – Chief Marketing Officer, Travel Medford
Gina Bianco – Executive Director, Oregon Wine Board
Katy Clair – Director, Brand Services, Travel Oregon