Residents Invited to Help Shape the Future of Tourism

McKenzie River area residents have an opportunity to help chart the course of how tourism will grow and evolve across Lane County over the next decade.

Travel Lane County has launched work on the county’s first-ever Destination Master Plan – a 10-year, community-driven roadmap for sustainable tourism that benefits both visitors and the people who live here.

“This plan is about keeping our communities strong and making sure tourism supports the things that matter most to residents,” said Travel Lane County representatives. “That includes protecting the natural beauty of places like the McKenzie River, supporting local businesses, and ensuring tourism reflects local values.”

The process kicked off this summer with one-on-one interviews involving community and business leaders from across the region. In the months ahead, the effort will expand to include focus groups, surveys, and community meetings that will invite input from residents from Cedar Flat to McKenzie Bridge, and beyond.

Organizers say they want to hear from everyone – from business owners and local officials to longtime residents and newcomers alike.

“This is a community conversation,” they said. “We want people to tell us what works, what doesn’t, and how we can make sure tourism thrive.”

The Destination Master Plan will guide how tourism connects with local priorities such as community well-being, environmental stewardship, and economic vitality. When complete, it’s expected to provide:

A sustainable tourism framework that balances growth with conservation

An assessment of infrastructure and visitor needs across all communities

Visitor management strategies to protect quality of life and natural resources

A clear implementation plan with goals and accountability

Timeline

Summer 2025: Research and stakeholder mapping

Fall 2025–Spring 2026: Public engagement and plan development

June 2026: Final plan presented to the community