The Oregon Tourism Commission, trading as Travel Oregon, has released a new travel guide titled Experience Indigenous Oregon, produced in partnership with representatives of the state’s nine federally recognised Tribes, the agency said on May 12, according to a press release seen by Emerging Travel.
The guide replaces the previous Oregon Guide to Indian Country, with the name change reflecting a request from Tribal tourism leaders for a more modern and globally resonant title. It is positioned as a resource for international trade buyers and visitors looking to incorporate Indigenous-led experiences into Oregon itineraries.
The publication features Tribal museums, casino resorts, outdoor activities and Tribal events open to the public, alongside profiles of each of the nine federally recognised Tribes. The cover image was produced by a Warm Springs Tribal photographer near the Warm Springs Reservation, featuring former Miss Warm Springs Kahmussa Green.
Travel Oregon delivered the project with MEDIAmerica as its publishing partner. The guide is available online and can be ordered free of charge through the agency’s website or picked up at statewide welcome centres, Tribal casinos and hotels, Travel Oregon said.
The trade angle for inbound tour operators centres on partnership terms set by the Tribes themselves. Bobbie Conner, director of the Tamástslikt Cultural Institute and a member of the Confederated Tribes of the Umatilla Indian Reservation, sits on Travel Oregon’s Tribal Tourism Leadership team and framed the guide as an invitation extended on Tribal terms.
“Indigenous people, as stewards of this land since time immemorial, are glad to welcome you. This guide, a result of partnership between the nine federally recognised Tribes of Oregon and Travel Oregon, is our invitation to you to enjoy the history, culture and values that make our Indigenous communities so extraordinary,” Conner said, according to the statement.
Lisa Norton, chief administrative officer of the Confederated Tribes of Siletz Indians, said the project illustrated what could be achieved when Tribes led the development of their own tourism narratives.
“This guide is a powerful example of what happens when Tribes take the lead in shaping their own stories. It highlights that Tribes can honour the long-held tradition of our role as good hosts while celebrating the interconnection that is at the heart of our Tribal way of life,” Norton said.
The updated edition includes guidance on respecting the land, history and cultures of Indigenous people across Oregon, Travel Oregon said. Tour operators incorporating the destinations into international itineraries are expected to align with the protocols set out in the guide.
Oregon’s tourism sector generated USD14.6bn in 2025 and employed close to 123,000 people, according to figures supplied by Travel Oregon.