Tourism is a long standing element of the economy in The
Columbia River Gorge, along with forestry and agriculture.
The area has a wealth of natural resources on which each of
these industries depends. Enhancement of tourism through
carefully planned and coordinated efforts can add to the local
economy and capitalize on programs and trends toward tourism,
which are underway in both Washington and Oregon.

This Working Paper was prepared at the request of the Friends
of The Columbia Gorge. Its objective is to focus discussion
on the existing attractions, data and opportunities for tourism
currently in The Gorge, and to raise ideas about how tourism
can be expanded to further contribute to the local economy,
while minimizing the impact on the splendor of The Gorge.

Already there is significant tourism occuring on both sides
of The Gorge. Much is attributable to day visitors who enjoy
the scenery, the attractions, the services and then travel on.
Some tourists stay overnight or longer, and this pattern must
be fostered. The Gorge has a tremendous offering of attrac-
tions. A sample include scenic beauty (The Gorge from Crown
Point and Multnomah Falls), educational activities (Bonneville
Visitor Center and Fish Hatchery), cultural attractions (Mary-
hill Museum), agriculture (wineries), and outdoor activities
(skiing at Mt. Hood, hiking, rock climbing, fishing). This
diversity must be presented in such a fashion as to not appear
diffuse, but rather as a cohesive package from which parts can
be targeted to specific tourist markets.

Both Washington and Oregon recognize the importance of tourism
to their respective state economies. Washington has launched
a 4.5 million dollar program. By 1985 tourism is projected
to generate 4.75 billion dollars in gross business income in
Washington, and 235 million dollars in direct state and local
tax revenues. The recent Economic Recovery Council, assembled
by the Governor of Oregon, predicted tourism to be the number
one industry in this state by the year 2000. In 1981, approxi-
mately 65,000 jobs statewide in Oregon and 10,000 businesses
were attributable to tourism,

New projects in The Gorge also invite the economic benefits
of tourism. On the Washington side a second Visitor Center
is opening at Bonneville Dam and a developer is proposing a
250 room convention center/resort center in North Bonneville.
In Oregon, The Columbia Gorge Hotel has reopened and a stern-
wheeler is being constructed which will operate on the river
out of The Port of Cascade Locks. A cooperative effort in
The Gorge can capitalize on these initiatives, and in a timely
fashion package, promote and enhance tourism in the area.

In the context of this Working Paper, The Columbia River Gorge
is considered to include three counties in Washington (Clark,
Klickitat and Skamania) and four in the State of Oregon (Hood
River, Multnomah, Sherman and Wasco). The general demographics
in this area include a median age of about 31 years and an
unemployment rate which ranges from 9.8 to 22.9 percent
(Table 1).

In 1977 the impact of travel was noticeable in The Columbia
Gorge (Table 2). As would be expected, Multnomah and Clark
Counties, the more urbanized jurisdictions, generated the
greatest percentages of travel related benefits of the seven
jurisdictions in The Gorge. However, payroll, employment
and tax receipts are important in all areas.

Many of

Traffic along Interstate 84 has been estimated in recent years
to be between 2 and 3 million vehicles annually.
these vehicles already stop at attractions in The Columbia
River Gorge. Some operators of facilities caution that
figures for 1980 may be lower than would be normal due to
the eruption of Mt. St. Helens, which is thought to have
deterred tourists.

Several tables demonstrate the strength of visitation in The
Gorge. Over a four year period, day visitor attendance at
state parks climbed as much as 69.4 percent (Table 3). And
though some parks registered a decline, the majority showed
significant increases. Numbers of visitors at Multnomah
Falls and the Bonneville Dam facilities increased from 1977
to 1981 by 654,200 and 1,070,600 visitors respectively
(Table 4). Perhaps the most important fact of the total
attendance at each of these is that over 2 million people
in 1981 were in The Gorge and interested in visiting an
attraction. This figure represents a great existing market.
Also, these visitors stopped despite the lack of aids such
as signs on I-84 which would indicate that there is an exten-
sive Visitor Center and fish ladder at Bonneville Dam.

Other attractions also draw tourists in The Columbia Gorge. In 1976 the Maryhill Museum had 77,900 visitors, the Cascade Locks Boat Tour 10,000 and The Dalles Dam Train Tour 40,000 visitors (Table 5). By 1981 the boat was carrying 30,000 passengers. It should be noted that these visitors stopped even though there is no staffed visitors' information center on I-84 at either end of The Gorge, but only an illustrated kiosk at Multnomah Falls.

Visitors are coming to The Gorge and either are finding their own way to attractions, or are taking advantage of the numerous brochures on specific sights that have been produced and are distributed by many local organizations. However, there

Source:

Sales, Marketing Management, 1982 Survey of Buying Power; Employment Division,
State of Oregon; Labor Area Summary, Washington Department of Employment Security.
Multnomah includes Clark, Washington and Clackamas Counties and Sherman and
Wasco are combined.

Table 2