The Oregon wine industry’s new Economic Impact Report shows substantial contribution to the state’s economy and tourism revenues in the face of challenges
February 26, 2026 (Portland, OR) — The Oregon Wine Board unveiled the latest findings from the 2024 Oregon Wine Economic Impact Report, a study commissioned to provide a snapshot of the many ways the grape and wine industry contributes to the Oregon economy. Conducted by Dr. Robert Eyler of Economic Forensics and Analytics, Inc., with support from Christian Miller, proprietor of Full Glass Research, this report’s breadth and depth of data present a complete and accurate estimate of the economic impact of Oregon’s wine and wine grape industries within the state, based on 2024 data.
The Oregon wine and wine grape industries generated an estimated $8.49 billion economic impact in 2024, a 3.8% increase from 2022. Wine-supported wages increased 2.8%, while the total number of jobs supported by the wine industry was just over 38,000, a 3.4% decrease from 2022. The effects of the wine industry on jobs and economic impact in Oregon are broad and extend well beyond vineyards and wineries. The wine industry drives direct revenue generation and employment in related sectors such as restaurants and retailers, distributors, maintenance and equipment companies, and a variety of other service providers, along with further downstream spending impacts.
“Oregon’s wine industry continues to make a meaningful mark on the state’s economy,” said Gina Bianco, executive director of the Oregon Wine Board. “From the jobs it provides Oregonians across vineyards, wineries, and related businesses, to the tourism dollars flowing into communities statewide, the industry touches every corner of Oregon. Grapes and wine remain one of our state’s most valuable agricultural products, generating wages, taxes, and fees that strengthen local economies. Even as the challenges faced by the global wine market continue to impact our growers and producers, the contributions of Oregon wine to the state are tangible, growing, and distinctly positive.”
In 2024, wine-supported tourism accounted for $860.9 million in statewide revenues through lodging, dining, and other activities (not including sales from tasting rooms), a notable 13.5% increase from 2022. Additionally, wine-related tourism supported more than 9,100 jobs and over $329 million in wages in Oregon. According to supplementary data from Travel Oregon, approximately 18.8% of out-of-state travelers visited wineries in 2024, up from 14.3% of such visitors in 2022. However, average Oregon tasting room visitation was down approximately 5% in 2024 compared to 2022. The study authors clarify, “It is important to recognize that these data are not adjusted for inflation. Visitors are paying more and generating more aggregate revenue through a combination of experiences and higher average prices.”
Eyler notes in the report the ongoing importance of the link between wine and tourism in Oregon. “The tourism industry has become a larger external component of wine industry success, serving as a channel for tasting room and wine club sales, winery events, and additional marketing based on visitors’ experiences at the winery. What 2024 and 2025 brought the industry was a confluence of multiple factors that created more headwinds than tailwinds…getting younger, mobile consumers to see wine as part of their lives and Oregon as a place to visit must remain a focus of winery and destination marketing strategies.”
Despite industry challenges, wine grapes continue to top the list of Oregon’s most valuable fruit crops. The industry also contributed more than $270 million in taxes and fees to the state in 2024, up 2.2% from 2022 and spanning all 36 counties. To read the full 2024 Oregon Wine Economic Impact Report, visit https://industry.oregonwine.org/resources/reports-studies/economic-impact-of-the-wine-and-wine-grape-industries-on-the-oregon-economy-2024/.
About Oregon Wine Board (OWB)
The Oregon Wine Board (OWB) is a semi-independent Oregon state agency leading efforts in marketing, research, and education initiatives that support and advance the Oregon wine and wine grape industry. The Board works on behalf of all Oregon wineries and independent growers throughout the state’s diverse winegrowing regions to ensure they are supported and empowered. To learn more, visit industry.oregonwine.org.
