Enotourism
With the continuing improvement in the region's winemaking reputation, enotourism in Oregon has become a significant industry in its own right. On-site sales are becoming an increasingly important part of the business of Oregon winemaking, and other businesses which cater to wine tourists, such as lodging, fine restaurants, art gallerys, have been appearing in places like Dundee, many of which have long been rural farming communities. Wine festivals and tastings are commonplace. It is estimated that enotourism contributed USD $92 million to the state economy in 2004, excluding sales at wineries and tasting rooms. There are approximately 1.48 million visits to Oregon wineries each year, 49% by Oregonians and 51% from out of state visitors. Major events which draw significant numbers of tourists to wine country include the International Pinot Noir Celebration and the Oregon Pinot Camp.
Facilities for wine tourists in Oregon are considered underdeveloped compared to wine regions in California, especially premium growing regions like the Napa Valley AVA. Only 5% of overnight leisure trips in the state involve visits to wineries, a much smaller figure than comparable Californian growing regions which range from 10%–25%. Oregon lacks many accommodations found in wine growing regions in other states such as luxury hotels, resorts, and other attractions suitable for well-heeled tourists. As of August 2006, a resort hotel is being planned in Dundee, which would be located near notable wineries such as Domaine Drouhin Oregon. A local developer and businessman has proposed construction of a 50-room hotel, spa and restaurant in the Dundee Hills region, but has met with opposition from many notable vintners, including David Lett, who fear that such a development would dramatically alter the landscape of the region. Concern has also been raised by vintners that the proposed site is on prime growing land that should be used for wine production rather than a resort hotel.
The increase in winery-related tourism, as well as the presence of a casino in the Willamette Valley, has greatly impacted the region's transportation infrastructure. Oregon Route 99W, the highway which runs through the heart of Willamette Valley wine country (and which is the main street in towns such as Newberg and Dundee), is plagued with frequent traffic jams. Plans to construct a freeway bypass around Newberg and Dundee (avoiding the prime growing areas in the hills) are in motion, but are highly controversial. Currently, construction of the highway project is unfunded, and the Oregon Department of Transportation has proposed making the new bypass a toll road, highly unusual for Oregon. Tolls have also been proposed on the existing route of OR 99W, in addition to the new bypass. This proposal has proven to be highly controversial, with many local residents opposing the plan, primarily due to potential negative effects on businesses located on 99W and a general aversion to tolling existing roads.
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