The Willamette Valley and its communities rely on the environment to produce its unique and authentic experiences. The environment relies on all of us to protect and nurture its bounty. The Willamette Valley Visitors Association (WVVA) believes that through travel and tourism, regenerative and sustainable practices can be learned and shared across the world. Together with its partners, WVVA is making strides to develop programs and resources to make regenerative and sustainable practices part of our culture so by working together, we can keep our natural resources abundant through our everyday practices.  

Meet the Regenerators

The Willamette Valley Visitors Association has teamed up with changemakers throughout the Valley to launch the Regenerative Destination program — a first-of-its-kind effort to bolster the travel and tourism industry.  As part of that effort, we’re working with several of the region’s thought leaders, including the Transformational Travel Council, to map out how the tourism industry can improve the lives of everyone it touches. Our Regenerators are working day and night to conserve our oak forests, connect visitors with mom-and-pop farms, and help the workers who make it all happen. Learn more about the people working to bring you a better experience in the Willamette Valley.

This agritourism coordinator for the OSU Extension Service advocates for the Valley’s farmers and introduces visitors to sustainable tourism.

Left Coast Estate’s CEO has made it his mission to preserve and protect the oak savannas and woodlands around the Willamette Valley.

The “chief expedition leader” of First Nature Tours and former fire ecologist is rethinking what eco-friendly travel looks like while helping visitors experience the Valley.

As a part of the Regenerative Destination program, Ruby O’Donnell’s goal is to figure out what’s working (and what’s not) in the local tourism industry—and to craft sustainable solutions that create deeper, more enriching experiences for visitors to the valley.

You might know Ken Henson from Pelican Brewing Company. Now
the Owner and Principal of Refettorio Consulting is improving the hospitality
experience for workers and visitors alike.

Preserving and protecting the oak trees of the Willamette Valley

Oak trees once covered the Willamette Valley’s rolling hillsides, creating the ideal habitats for a variety of wildlife and wildflowers. A voluntary conservation agreement, The Oak Accord, aims to help private landowners protect, restore, and even plant new oak trees not only to preserve and expand oak woodlands, but as part of the broader vineyard experience.

Get Involved

Inside a barn filled with brown, white and black lambs standing or sitting on hay

Add Your Business

You can help us create resources that address regenerative and sustainable tourism by sharing how your business is promoting these practices.

Connect with Our Community

The Willamette Valley is comprised of welcoming, diverse, and inclusive communities that invite you to explore our unique experiences beyond the lush landscapes. We invite you to learn more about the people who live here, their heritage, and their cultures. We welcome you to get involved in these communities by participating in volunteer opportunities that not only positively impact our environments but also foster understanding and unity. And we ask you to take part in our survey to help us learn more about you, and how we can better foster sustainable and regenerative tourism practices. 

The Transformational Travel Council

The Willamette Valley Visitors Association is proud to be an early adopter of the Transformational Travel Council (TTC), joining globally recognized change-makers and conscious travel experts to commit to offering transformational experiences. The TTC believes meaningful travel starts from the inside out. The visionaries at the TTC are working to deepen connections to discover meaning through travel experiences to foster personal fulfillment through compassion, stewardship, equality, and belonging.  In partnership with the TTC and other partners, WVVA is creating a wealth of resources for frontline staff to bring this vision to life throughout the Valley. 

A group of people tasting wine in a winery with barrels behind them

Learn More About Us

The Willamette Valley Visitors Association’s (WVVA) mission is to build awareness for the Willamette Valley as a premier year-round travel destination through marketing, sales and destination development. Comprising six visitor associations, WVVA serves as the regional destination marketing organization for the Willamette Valley, driving visitor expenditures and economic impact to all parts of the region.