February 2026
TOURISM INDUSTRY NEWS
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Take + Share the 2026 Resident Sentiment Survey
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| NEW 2026 Travel Southern Oregon Guide - Out Now! |
The new 2026 Travel Southern Oregon Visitor Guide is now available! The guide features detailed information on outdoor activities, local attractions, dining, accommodations, inspiring stories, stunning photography, and more.
Southern Oregon businesses can request copies to share with visitors. Make sure to stock up and help inspire travelers to explore Southern Oregon!
Take a first look at the 2026 Guide here: Travel Southern Oregon Guide.
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January Regional Research Report |
In January, hotel Demand throughout the Southern Oregon Region fell by 3.9% compared to one year prior, while room Supply increased by 3.0% YoY. As a result, hotel Occupancy dropped by a significant 6.4% from last January to average 39.9% Occupancy throughout the region.
Three of the four regions saw ADR increases. Douglas County recorded the highest ADR in January at $99 (+5.2%), followed closely by Jackson County at $96 (-3.1%). Klamath County saw ADR at $91 (+1.8%) and Josephine County reached $84 (+2.9%).
Find the full regional research report and previous months on our industry site.
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Accessible Tourism Ambassador Training |
We are excited to invite you to the upcoming Accessible Tourism Ambassador training on March 6 at the Rogue Regency Inn - a practical, engaging workshop designed for tourism professionals, frontline staff, business owners, and destination planners who want to lead in creating inclusive travel experiences.
There is no cost to attend. However, spaces are limited, and the number of meals and drinks is reserved per confirmed participant. Please register early to secure your spot.
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Organizational Sustainability Study |
Please consider taking 10-15 minutes to share your organization's current internal sustainability challenges, what types of support you could use to establish and reach your goals, and what types of cross-sector collaborative partnerships your group would be interested in to help advance regional sustainability policies.
This is a research study by SOU MBA students and (for those who opt in) the results will be shared with SOU Institute of Applied Sustainability to better inform future opportunities for learning and collaboration tailored to regional needs. The intention of this survey is to spark some useful conversations for your organization and lead to more resources for your next steps. Four lucky respondents via random drawing can win tickets to an upcoming Oregon Center for the Arts performance! Deadline to respond: 3/1
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| International Dark Sky Week Programming |
International Dark Sky Week is just over a month away (April 13–20, 2026)!
This week of nighttime discovery and celebration is a great opportunity for the community of Advocates, International Dark Sky Places, chapters, and partner organizations to host events centered on the night — building awareness, appreciation, and support for its protection.
Are you hosting an event for International Dark Sky Week? Let us know so we can included it in our Dark Sky Week marketing!
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Travel Southern Oregon is committed to supporting the tourism industry through sustainable destination development, ensuring a positive regional economic impact and a great visitor experience.
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