Hughson retiring as C.O. tourism leader after 25 years

The president and chief executive officer of the Central Oregon Visitors Association, Alana Hughson, will retire from the organization at the end of July after 25 years at the helm of Central Oregon’s regional destination marketing association, COVA announced Wednesday.

“Under Alana’s leadership, COVA has become one of the most respected, accountable and successful organizations in the state,” Tom O’Shea, chairman of the board, said in the announcement. “The board is grateful that Alana’s contributions will leave a lasting impact and that COVA is well-positioned to continue to excel as Central Oregon’s regional destination marketing association.”

Since 1993, Hughson has led the organization through profound change and industry growth, working to position Central Oregon as a major influence in regional economic development and statewide tourism policy. Central Oregon tourism generates annual total economic impacts of more than $1.1 billion with nearly 10,000 local residents employed in hospitality.

COVA has been recognized as one of Oregon’s most highly functioning regional destination darketing organizations, having received statewide awards for Outstanding International Sales & Development (2017); Outstanding Overall Oregon Marketing Program (2016); and Outstanding Oregon Public Relations Initiative (2015) at the annual Governor’s Conference on Tourism. COVA’s Official Central Oregon Visitors Guide received the ‘Best in the West Visitor Guide’ Maggie Award (2014) honoring excellence in print and electronic publishing among all Western states.

“Alana is a passionate advocate for Oregon’s travel and tourism industry. Her groundbreaking innovations and selfless service have positioned Central Oregon and the entire state as a premier global destination. Today, Oregon’s travel and tourism industry is experiencing amplified economic impacts and growing respect as a direct result of Alana’s exemplary leadership, collaborative spirit and strategic vision”, stated Todd Davidson, Travel Oregon CEO. “Working alongside Alana for more than 20 years is a highlight of my career, and we’re all better for her devotion to the industry, her region and the state.”

In 2010, Hughson was appointed by the Governor to serve a four-year term on the Oregon Tourism Commission and reappointed to a second term in 2014. Hughson served as chair of the OTC for two terms, 2015 – 2017.

The Oregon Tourism Commission , doing business as Travel Oregon , is a semi-independent agency created by the Oregon Legislature in 2003 to enhance Oregonians’ quality of life by strengthening economic impacts of the state’s $11.3 billion tourism industry.

Hughson will continue to lead COVA throughout the CEO search, succession and transition process. Following a summer sabbatical to travel, Hughson plans to launch a consulting business specializing in strategic planning, communications and marketing in Bend.

The Central Oregon Visitors Association (COVA) has been the non-profit Regional Destination Marketing Association serving Central Oregon since 1971. Supported by nearly 500 member businesses and operating with an annual budget of $3.5 million; COVA manages destination tourism development, advertising, marketing, promotion, public relations, industry relations, group/meetings development and the region-wide Housing Bureau. For more information, visit www.VisitCentralOregon.com or call 800-800-8334.