An interview with Dan Haag, Interim Executive Director of Visit Tillamook Coast
Dan Haag joins Shaena Peterson on Let’s Talk Tillamook to discuss the state of coastal tourism in Tillamook County amid a shifting federal policy landscape. Dan leads a four-person team at Visit Tillamook Coast, the destination management organization for the county. He explains that while the organization handles traditional tourism marketing, it has increasingly leaned into destination management — promoting conservation, stewardship, and low-impact visitation. The team also runs community-based programs including workforce training, grants for small businesses and nonprofits, and a tourism and hospitality course at Nestucca High School designed to get local students excited about careers in the industry.
Shaena asks Dan about the convergence of pressures currently facing coastal tourism: shifting federal policies on public lands, declining international visitation, and rising gas prices. Dan says the most visible impact so far has been the drop in Canadian visitors. He cites Travel Oregon data showing Canadians made up about 30 percent of international travel to Oregon in 2024, and notes that number has fallen sharply. Lodging partners have reported longtime Canadian guests calling to cancel, and a counterpart in Saskatchewan told him that Canadians are being encouraged to spend their money at home. European travel to the U.S. and Oregon has also softened, which Dan attributes broadly to a conversation around values. He says Visit Tillamook Coast is trying to stay in touch with international partners and keep the door open.
On gas prices, Dan says it’s too early to know the full effect. Spring break appeared reasonably busy, with vacation rentals filling up, but he suspects many of those visitors had already committed to their plans. Summer will be the real test. He notes that ticket sales for some major local events are lagging compared to previous years, and colleagues in Astoria-Warrenton are wondering what higher fuel costs will mean for fishing festivals and other waterborne events.
Shaena raises the topic of workforce challenges, particularly the coast’s reliance on immigrant labor. Dan says he hasn’t heard extensive reports tied specifically to federal immigration enforcement, though he’s aware of ICE activity in Seaside, Nehalem, and along the central and south coast. He frames the labor shortage as a broader, pre-existing problem compounded by several factors: a lack of available child care — the coast has been called a “childcare desert” — young people moving away, housing constraints, and now rising gas prices that affect both commuters and businesses relying on shipping.
When Shaena asks about federal funding, Dan acknowledges the uncertainty. While Visit Tillamook Coast doesn’t depend directly on the same grant streams as agencies like the Forest Service or BLM, the shrinking pool of available grants means more organizations are competing for less money. He points to their own marketing grant program as evidence of growing demand — nearly 60 applicants this year, up from 30 or 40 in previous cycles. His response is to pursue more creative partnerships and collaborative funding applications with regional allies.
Despite the challenges, both Dan and Shaena express optimism. Dan highlights emerging opportunities around accessibility, local food, and new ways of thinking about tourism that benefit both visitors and the communities they visit.
This Q&A is based on an interview by Shaena Peterson with Dan Haag, Interim Executive Director of Visit Tillamook Coast.
Q: What is Visit Tillamook Coast?
It’s the destination management organization for the county, focusing on conservation, stewardship and low-impact visitation.
Q: What pressures from federal policy are facing coastal tourism? What about international tourism and federal land policy?
We’re seeing the number of Canadian visitors fall drastically. 2024 data from Travel Oregon shows Canadians made up about 30 percent of international travel to Oregon. Lodging partners have reported longtime Canadian guests calling to cancel, and a counterpart in Saskatchewan mentioned that Canadians are being encouraged to spend their money at home. European travel to the U.S. and Oregon has also softened, which we attribute broadly to a conversation around values. Visit Tillamook Coast is trying to stay in touch with international partners and keep the door open.
Q: What about gas prices?
It’s too early to know the full effect of high gas prices. Spring break appeared reasonably busy, with vacation rentals filling up, but we suspect many of those visitors had already committed to their plans. Summer will be the real test. Ticket sales for some major local events are lagging compared to previous years, and colleagues in Astoria-Warrenton are wondering what higher fuel costs will mean for fishing festivals and other waterborne events.
Q: Are there workforce challenges, particularly around the coast’s reliance on immigrant labor?
We haven’t heard extensive reports tied specifically to federal immigration enforcement, though there’s been ICE activity in Seaside, Nehalem, and along the central and south coast. The labor shortage is a broader, pre-existing problem compounded by several factors: a lack of available child care and housing, young people moving away, and now rising gas prices that affect both commuters and businesses relying on shipping.
Q: Is federal grant funding available?
There is uncertainty. While Visit Tillamook Coast doesn’t depend directly on the same grant streams as agencies like the Forest Service or BLM do, many federal grants available last year have now disappeared or shrunk, which means more organizations are competing for less money. VTC’s own marketing grant program is evidence of growing demand — nearly 60 applicants this year, up from 30 or 40 in previous cycles. VTC will pursue more creative partnerships and collaborative funding applications with regional allies.
Q: And looking ahead?
I’m optimistic in the face of these challenges for the emerging opportunities around accessibility, local food, and new ways of thinking about tourism that benefit both visitors and the communities they visit.
Listen to the full interview here:
Watch a video here: What’s Happening to Oregon Coast Tourism?
Let’s Talk Tillamook is an independent community project led by experienced broadcasters and journalists dedicated to providing accurate, factual information and thoughtful conversations for the people of Tillamook County and the Oregon Coast.
