German trade show offers big opportunity for Wallowa County tourism

Published 5:00 pm Wednesday, August 28, 2002

Wallowa County businesses may be able to get a jump on international tourism through a new marketing opportunity at the International Travel Tradeshow (ITB) in Berlin next March.

Eastern Oregon tourist attractions are ramping up their presence at ITB and Sara Miller wants Wallowa County to be included.

Miller works for the Northeast Oregon Economic Development District and is trying to coordinate Wallowa County’s participation. “I’ve been networking with the international travel folks at the state for a while now, and this seemed like too good of an opportunity to let pass by,” says Miller.

Research shows that Germany is consistently one of the few major international tourism sectors that appreciates a rural western experience.

Izzy Oren, owner of the Ponderosa Ranch located between Burns and John Day, is a regular at the Berlin show and wants more Eastern Oregon businesses to benefit from attending ITB. “In the German market, remoteness is a positive, not a negative,” Oren says. He should know, 55% of his guests are Germans, and 75% of those are return visitors. Oren is negotiating with ITB organizers to get an entire island of booth space devoted to Oregon attractions including Tamastslikt Cultural Center and Wildhorse Casino from Pendleton.

Oren says his visitors are experienced travelers, looking to explore unspoiled locations where they won’t run into a bunch of other Germans. Outdoor activities and local culture rank, high on their list of preferences and visitors often stay a week or longer.

According to Billie Moser, international and domestic trade representative for the Oregon Tourism Commission, ITB results in media coverage that can’t be bought.

“Oregon has not hosted one German journalist who did not fall in love with this state, and Eastern Oregon always surprises them the most. This is a wonderful market for Wallowa County to focus on – it’s working for the Ponderosa, Tamastslikt and Wildhorse,” says Moser.

Participants say that the pay-off of exhibiting at ITB is the articles written by German journalists and the Web site hits that follow.

Miller believes this is a good time for Wallowa County businesses to get involved since a marketing grant program through the Northeast Oregon Alliance could provide funds for up to half the cost of a booth and travel expenses.

Another plus is that Heather Tyreman of the Bronze Antler B & B has already indicated she is willing to take time away from her business to represent Wallowa County at the show. Tyreman has lived in Germany and recognizes first hand the attraction German visitors have to our part of the world. Several other businesses are also interested.

As Rob Lamb of Lamb Trading and the Joseph Fly Shoppe noted, “International visitors really respond to Wallowa County, and they tend to spend more than regional visitors.”

The fact that virtually all of the local tourist businesses have Web sites in place is important since most trip planning by German visitors happens via the internet.

Miller is completing a budget for the show and wants to hear from businesses who would like to be represented and are willing to help cover tradeshow expenses. Registration needs to be finalized by Sept. 30, 2002.

Business owners can learn more about the ITB opportunity at the Chamber General Membership meeting on Sept. 12th, or they can contact Miller directly at NEOEDD’s Enterprise office at 426-3598 or at neoedd@uwtc.net.