Planning for our future: A Destination Master Plan for Lane County

Travel Lane County is embarking on one of its most important initiatives to date: the creation of a 10-year Destination Master Plan. Developed in partnership with JLL’s Global Tourism & Destination Advisory team, this plan will serve as a roadmap for sustainable tourism growth across the entire Eugene, Cascades & Coast region.

JLL brings deep global experience, having worked with more than 100 destinations worldwide. Their role in Lane County is to help us shape a plan that balances visitor demand with local priorities, boosting the economy while protecting the places we love and ensuring that tourism enhances the quality of life for all residents.

The region’s plan will incorporate community voices, local data, and future-focused analysis to develop a shared vision for all 12 communities in Lane County. Initial work is already underway, with data collection and stakeholder engagement setting the foundation. In the months ahead, we’ll share opportunities for community members, local businesses, and government partners to be involved.

While this plan focuses on the long term, we’re already seeing examples of the kinds of opportunities the master plan will help us strengthen and scale.

Track & Field Drives Visitation and Legacy

This spring and summer, Eugene once again lived up to its TrackTown, USA reputation. The season began with University of Oregon-hosted events in March, followed by a surge of momentum with record-breaking participation in both the Oregon Relays and the Eugene Marathon. The marathon drew its largest field to date, further solidifying Eugene’s standing as one of the nation’s top destinations for running and track and field events.

The 50th edition of the Prefontaine Classic was a standout event that honored the legacy of Steve Prefontaine while drawing international attention and top-tier competition to Hayward Field. This year also marked a historic first: the USATF Outdoor Championships and the Para National Championships were held side-by-side, showcasing world-class athletes across all abilities and sending a powerful message about inclusion in sport.

This season’s events generated tens of millions of dollars in economic impact, filled hotel rooms across the county, and showcased the Eugene, Cascades & Coast region to a global audience. They also underscored the need for continued investment in infrastructure, accessibility, and community partnerships — key focus areas of the Destination Master Plan.

Rural Projects Reflect Region-Wide Potential

Beyond Eugene, significant tourism investments are emerging across the region. In the McKenzie River Corridor, business owners are rallying around a bold vision to transform the scenic Highway 126 into a “60-mile Main Street.” The goal is to link small businesses, outdoor recreation, and community identity through coordinated visitor infrastructure and marketing.

In Oakridge — recognized as the Mountain Biking Capital of the Northwest — excitement is percolating in uptown while the city is exploring the purchase and redevelopment of the historic Kitson Springs property. This project would restore a beloved hot springs site while creating new opportunities for wellness tourism, lodging, and recreation-based economic development.

Florence is seeing momentum too, with plans for a long-anticipated hotel that recently cleared design review. The project will support growing interest in hosting conferences and meetings at the Florence Events Center, helping to extend stays and attract new audiences to Oregon’s central coast.

In Cottage Grove, the revitalization of the community’s historic Main Street is underway. With façade improvements, pedestrian upgrades, and community pride at the forefront, the city is positioning itself as an even stronger tourism destination—connecting heritage, arts, and small-town charm with economic opportunity. Learn more about the Cottage Grove Main Street project.

Tourism Infrastructure for Year-Round Growth

Across the Eugene, Cascades & Coast region, Travel Lane County and its partners are also focused on reducing seasonality. One example is our ongoing advocacy for a new indoor multiuse facility that could host sports tournaments and events during the winter months. A facility like this could significantly boost visitation during slower seasons while providing lasting benefits for youth sports and community wellness. Learn more about this vision.

Arts & Culture: A Strong Winter Draw

The arts remain a powerful driver of overnight visitation, particularly in the winter months. Broadway and resident company remain a powerful driver of overnight visitation, particularly during shows at the Hult Center for the Performing Arts attract regional audiences, as do many of the performances at The Shedd Institute for the Arts. Our winter advertising has leaned into this trend, highlighting concerts, theater, festivals, and gallery experiences across the region.

Big Ten Means Big-Time Opportunity

The upcoming University of Oregon football season, featuring a new slate of Big Ten opponents, also creates fresh opportunities to introduce new visitors to the region. The Destination Master Plan will help ensure we’re ready, not just for game day crowds, but for encouraging longer stays, regional exploration and repeat visitation.

Stay Informed

The 10-Year Destination Master Plan is about making intentional, inclusive choices—investing in what makes our region special, listening to community voices, and creating opportunities that benefit visitors and residents alike. Whether it’s a boutique hotel on the coast, a historic hot spring in the Cascades, or a concert in downtown Eugene, every project tells a story of what we value—and what we’re building for the future. 

Fall is the perfect time to EXPLORE the Eugene, Cascades & Coast region—whether you’re discovering something new or revisiting a favorite spot. Need a park pass or trip inspiration? Call our Visitor Center at 541-484-5307 or stop by 754 Olive Street, Monday–Friday, 8 a.m.–5 p.m.