MEDFORD, Ore. (May. 11, 2026) — Tourism spending in Jackson and Josephine counties remained strong in 2024 as the Rogue Valley’s travel industry continued recovering from the COVID-19 pandemic, according to a new regional economic analysis released through Oregon’s QualityInfo program.
Preliminary figures from a Dean Runyan Associates study prepared for the Oregon Tourism Commission showed Jackson County travel spending reached an estimated $730 million in 2024, up about 0.8% from the previous year. Despite the increase, inflation-adjusted spending remained about $38.8 million below pre-pandemic 2019 levels.
The report found Jackson County’s tourism economy has largely stabilized after a sharp rebound following pandemic-era shutdowns. Travel spending in the county fell to roughly $363.9 million in 2020 before surging back above $627 million in 2021.
Restaurant and lodging businesses accounted for the largest share of visitor spending in Jackson County last year. Travelers spent an estimated $185 million on food service and bars and another $132.9 million on accommodations. Transportation and gasoline purchases totaled about $68.5 million, while retail sales, grocery purchases, and arts and recreation activities made up much of the remaining spending.
Tourism-supported employment in Jackson County totaled approximately 5,630 jobs in 2024, essentially unchanged from recent years and down about 0.2% from 2023. Roughly 70% of those jobs were concentrated in the accommodations and food service sectors.
The report estimated Jackson County generated about $31.4 million in state and local tax revenues tied to tourism activity in 2024, including lodging taxes and income taxes connected to travel industry employment. Researchers also estimated more than 5.5 million overnight visitor stays occurred in the county during the year.
Josephine County Spending
In neighboring Josephine County, travel spending reached approximately $172.1 million in 2024, accounting for about 1.3% of Oregon’s total tourism spending. Officials said spending levels in Josephine County have remained mostly flat since 2022.
While nominal spending in Josephine County exceeded pre-pandemic 2019 totals by roughly $30.7 million, inflation-adjusted spending was still about $1 million below 2019 levels, according to the report.
Food service and accommodations also led tourism spending in Josephine County. Visitors spent approximately $53.1 million at restaurants and bars and $35.6 million on lodging in 2024. Retail shopping, grocery purchases, transportation expenses, and arts and recreation activities made up much of the remainder.
Tourism-related employment in Josephine County totaled about 2,030 jobs in 2024, down 3.3% from the previous year. About two-thirds of travel-generated employment was concentrated in the accommodations and food service industries.
Josephine County generated approximately $7.6 million in tourism-related tax revenues in 2024, including about $1.9 million in local tax revenue and $5.6 million in state tax collections connected to travel spending. The county also recorded slightly more than 2 million overnight visitor stays, narrowly surpassing pre-pandemic visitation levels.
The report described tourism as one of the largest export-oriented industries in rural Oregon because it brings outside money into local economies. Statewide, Oregon’s travel industry generated an estimated $7.2 billion in gross domestic product in 2024, accounting for roughly 2% of the state economy.
Recent federal economic data also showed continued broader economic growth in Southern Oregon. Jackson County’s gross domestic product reached approximately $13.5 billion in 2024, while Josephine County’s GDP totaled about $3.9 billion.
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