AUGUST 2025
TOURISM INDUSTRY NEWS
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Rogue Valley Wins
USA Today’s 10 Best Reader’s Choice Awards
#2 Wine Region
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MEDFORD, OR – July 30, 2025 – Travel Medford proudly announces that the Rogue Valley American Viticultural Area has been named the #2 Best Wine Region in the United States by USA Today’s 10Best Readers’ Choice Awards.
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This national recognition is especially significant as the Rogue Valley, located in the heart of Southern Oregon, rose above world-renowned wine regions in California, Washington, Oregon, and beyond. The Rogue Valley was one of 20 wine regions nominated by USA Today’s panel of travel editors and industry experts, and its strong showing in this month-long public-voted competition highlights its growing reputation as a premier wine destination.
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“Earning the #2 spot in such a competitive, nationally recognized contest is a remarkable honor for our region,” said TJ Holmes, Senior Vice President for Travel Medford. “Our passionate winemakers, vineyard, and hospitality teams have worked tirelessly to craft unforgettable varieties and experiences for visitors and locals. While we’ve always known the Rogue Valley is magical, it’s incredibly rewarding to see that sentiment echoed by wine lovers across the nation.”
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This accolade further solidifies the Rogue Valley as a must-visit wine destination, celebrated for its accessibility, approachability, and laid-back charm, all set against the breathtaking landscapes of Southern Oregon. More than an award, it’s a testament to the dedication of the local wine industry, which is redefining the wine experience and drawing national attention to the region’s unique offerings.
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| June Regional Research Report |
In June, hotels throughout the Southern Oregon Region saw room night Demand grow by 4.0% compared to one year prior, lifting average Occupancy up by 4.0% Year-over-Year (YoY). Southern Oregon hotels averaged 77.5% Occupancy with an Average Daily Rate (ADR) decrease of -0.4% YoY coming in at $139 for the month.Â
The number of active short term rental listings throughout Southern Oregon increased by 2.2% YoY in June netting a 1.7% increase in Occupancy in the region, to average 67.0% for the month.
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TSO Strategic Investment Fund Closing Soon! |
The annual Strategic Investment Fund was created to provide timely support for projects and opportunities that will make real short-term impacts in Southern Oregon as a destination.Â
For the 2025/2026 cycle we will be awarding investments that are focused on accessibility projects; niche- and off-season marketing support; visitor-facing outdoor recreation work; dark sky product development; and destination stewardship initiatives that will make Southern Oregon a more welcoming and sustainable destination.Â
The application period is open until August 22nd.
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Volunteer at Ride the Rim |
Ride the Rim returns to Crater Lake September 6 & 13, 2025, and needs your help to make it happen! Last year’s event welcomed over 5,000 participants, thanks to the incredible support of volunteers and partners.
Volunteering is a great way to support outdoor recreation, showcase one of Oregon’s most iconic natural treasures, and experience the high-energy, feel-good atmosphere alongside thousands of visitors.
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Call for Story Pitches!  |
Travel Oregon is accepting story idea submissions for their consumer-facing and industry-facing communication channels. Content may be used for media pitching and shared internally for consideration across Travel Oregon’s channels. We’d love to hear about tourism offerings, experiences or destinations that can be included in a future editorial pitch.Â
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| Partner in the 2026 Southern Oregon Visitor Guide |
Advertising in the 2026 Travel Southern Oregon Visitor Guide, our bi-monthly newsletter, and high-traffic website puts your business front and center as visitors explore where to stay, eat, and explore. Don’t miss your chance to connect with thousands of travelers planning their Southern Oregon adventure!
For print placements connect with Susan Crow. For digital placements on the website or e-newsletter connect with Raena Nielsen.Â
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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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