Industry Resources

The Willamette Valley Visitors Association (WVVA) is a private, non-profit organization that supports travel and tourism in Oregon’s Willamette Valley. Comprised of six visitors associations, WVVA works to maintain the Willamette Valley as Oregon’s premier wine destination, while highlighting the culture and natural resources of the region. 

The tourism region of Willamette Valley includes Benton, Linn, Marion, Polk, Yamhill and portions of Clackamas and Lane counties. The region stretches from the crest of the coast range to the crest of the Cascade Range. The Willamette Valley Visitors Association (WVVA) has been appointed as the tourism entity to contract with Travel Oregon to represent the region. 

WVVA Background and Structure  

WVVA was founded as a collaborative regional organization made up of six sub-regional organizations. WVVA's members have been a successful team for over twenty-seven years, and have supported each other’s individual organizations while concurrently working as a cooperative to successfully adopt structural additions like Travel Oregon's Regional Cooperative Tourism Program and the Oregon Wine Country License Plate program. The six entities that comprise WVVA are represented by members of a Board of Directors and Public Relations and Marketing team. Each serve in the following capacities: 

Willamette Valley Visitors Association Board of Directors:

Irene Bernards
Marion & Polk Counties  
181 High St. NE
Salem, Oregon 97301

Jimmie Lucht  
Past President
Linn County
110 3rd Ave SE  
Albany OR 97321

Jeannine Breshears
Vice President
Clackamas County
150 Beavercreek Road
Oregon City, OR 97045

Yamhill County
P.O. Box 744  
McMinville, OR 97128

Natalie Inouye
Lane County
754 Olive St.
Eugene OR 97401

Benton County
420 NW 2nd St.
Corvallis, OR 97330

Willamette Valley 2017-2019 RCTP Plan & Budget

The Willamette Valley Visitors Association’s Regional Cooperative Tourism Program (RCTP) plan has been approved by Travel Oregon and is underway. Thank you to all of the Willamette Valley stakeholders that participated in surveys and in-person gatherings to share your thoughts and creativity for this plan.


How You Can Get Involved:

Get Involved with Willamette Valley's Tourism Market by joining a stakeholder group. We are currently seeking help in these areas:  

• Marketing, contact Natalie Inouye for more details

• Destination Development, contact Tori Middelstadt for more details

• Stakeholder & Visitor Services, contact Irene Bernards for more details

PHONE: 866.548.5018
©2018 The Willamette Valley Visitors Association

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