A vineyard in Willamette Valley, Oregon
Adobe Stock
Sustainable Journeys: Experience How Oregon’s Willamette Valley Is Shaping the Future of Meaningful Travel
Marti L. Travis Gonzalez
Oregon’s picturesque Willamette Valley recently hosted the 2024 North America Tourism Cares Meaningful Travel Summit, uniting travel professionals to explore the power of sustainable tourism. Set against the backdrop of rolling vineyards, lush landscapes and quaint small towns, the summit inspired experts and advocates to collaborate on creating lasting, positive change for both people and the planet.
AAA Travel and Tourism Cares
Since 2017, AAA Travel has partnered with Tourism Cares to harness the power of travel to uplift local communities, protect natural resources and create meaningful, responsible travel experiences for future generations. This year, AAA Employees Julio Soto and Corey Donati joined more than 150 travel industry professionals at the North American Meaningful Travel Summit in Oregon. The event highlighted the state’s innovative approaches to responsible tourism, sustainable farming and community support. Through hands-on activities and discussions with local businesses committed to prioritizing community and environmental well-being, Julio and Corey experienced firsthand how tourism can drive positive change.
“Tourism Cares’ North American Meaningful Travel Summit is a travel conference like no other,” says Greg Takehara, CEO of Tourism Cares. “It brings travel professionals from all sectors together to collaborate on creating positive social, environmental and economic impacts through tourism.”
AAA Employee Julio Soto visits the King Estate Winery during the 2024 North America Tourism Cares Meaningful Travel Summit.
Julio Soto
King Estate Winery Sustainable Farming
A highlight of the summit was exploring the sustainable farming practices that are fundamental to the Willamette Valley. To experience these methods firsthand, Julio joined the Biodynamic and Sustainable Winery Tour, visiting King Estate Winery and Antiquum Farm—two of over 700 wineries that call the valley home.
Founded in 1991, King Estate Winery is a testament to the harmony between winemaking and environmental stewardship. Spanning over 1,000 acres, the estate is dedicated to sustainable farming practices that prioritize the health of the land and its surrounding ecosystem. During the visit, Julio and other attendees explored how King Estate employs innovative biodynamic techniques, an advanced approach to agriculture that enhances the natural vitality of the soil, plants and wildlife. These methods not only yield exceptional wines celebrated for their quality and character, but also reflect the winery’s commitment to preserving the environment for future generations. “I was inspired to see how the winery values the land and the environment just as much as their wine production,” Julio reflects.
The sheep, and other farm animals at Antiquum Farm, are utilized to help naturally curb weeds and fertilize the soil.
Atiquum Farm: Livestock and Vineyards
The tour continued at Antiquum Farm, where Julio encountered a truly innovative approach to sustainable farming. Known for its pioneering practice of grazing-based viticulture, Antiquum Farm integrates livestock, such as sheep and poultry, directly into the vineyard ecosystem. This method not only minimizes the need for chemical fertilizers and pesticides, but also fosters a harmonious balance between the land and its caretakers. The animals naturally enrich the soil, control weeds and promote biodiversity, creating a self-sustaining environment that produces exceptional wine while nurturing the health of the vineyard.
Walking through the lush rows of grapevines, Julio was struck by how deeply connected the farm was to its environment. “Seeing how farms like Antiquum have embraced nature and sustainability was enlightening,” Julio shares. “It’s incredible to see how every element, from the animals to the vines, plays a part in creating something so meaningful. It really drives home the idea that every aspect of travel can be done with purpose and respect—not just for the land but for the generations to come.”
Traditions of Cultivating the Land
Many of the practices utilized by these farmers are inspired by the traditional knowledge of the Kalapuya, the Indigenous peoples native to the area who have long cultivated the land in harmony with nature. “The farmers have a philosophy of treating the soil as a living being, which was inspired by the Indigenous people. That really made an impact on me,” Julio expresses. “It speaks to this community’s commitment to doing the right thing over the easy thing—and you can taste that dedication in their wine.”
Greg Takehara was captivated by the winery’s dedication to sustainable farming. “It’s fascinating to see the thought and care that go into every glass of these wines,” he shares. “Hearing the winemakers explain their mindful, regenerative practices—many inspired by the wisdom of the area’s Indigenous peoples—made the experience even more meaningful. Their philosophy is simple yet powerful: nurture the earth, put it in its best possible state, and it will reward you with exceptional grapes. That connection between the land, its history and the wine is truly exciting to witness.”
Tom Hunton, founder of Camas Country Mill and Bakery, inspects the grains in one of his fields—a testament to the farm's dedication to sustainable agriculture and preserving heritage crops.
Camas Country Mill and Bakery
Camas Country Mill and Bakery: Heritage Grains
While Julio delved into the world of biodynamic winemaking, Corey took a different path, visiting the Camas Country Mill and Bakery. Founded by the Hunton family, the mill is one of only a few grist mills in the country still operating and is dedicated to preserving heritage grains and sustainable farming practices. Through its farm-to-table approach, Camas Country Mill champions regional agriculture while producing high-quality, sustainably grown grains for the local community and beyond. Corey was struck by the dedication to sustainable farming: “I’d never really thought about the process of making flour before this tour. But it was fascinating to hear how much work the family puts in to make the best products to share and sell.”
The lovingly restored one-room schoolhouse at the Camas Country Mill and Bakery now serves as a hub for community events, celebrating the region’s rich agricultural and educational heritage.
Next on the tour was the Schoolhouse and Bakery at Camas Country Mill. The Schoolhouse, a lovingly restored one-room school, now hosts community events and celebrates the area's rich history of connecting people with the land. Meanwhile, the Bakery offers a warm, welcoming space featuring the wide variety of the mill’s products. The menu is a celebration of the region’s rich agricultural heritage, offering fresh soups, hearty sandwiches and irresistible baked treats made with locally sourced ingredients. “The soup and bread weren’t just delicious—they were a true taste of local pride,” Corey shares. “The mill showcased how community lies at the heart of sustainable tourism.”
Corey Donati, Julio Soto and fellow AAA Employee Lisa Swanson enjoyed Oregon’s stunning Willamette Valley during the North America Tourism Cares Meaningful Travel Summit.
Corey Donati
Attending the 2024 North American Meaningful Travel Summit left both Julio and Corey with a renewed sense of purpose, as well as a deeper appreciation for the beauty of the Willamette Valley and its role in sustainable tourism. Beyond the scenic vineyards and agritourism, they each walked away with personal takeaways that resonated with their values and actions in promoting responsible travel.
For Julio, the summit was a powerful reminder of the importance of mindful consumption. Inspired by the conversations around sustainable agriculture and community-based tourism, he is now more determined than ever to challenge others to think critically about their food choices. "When you're shopping for food," he says, "ask yourself where it's from, how it's made and whether its production is harming the environment." His commitment to sustainability goes beyond tourism; it’s a call for people to reflect on the broader impact of their daily choices.
Corey, in her 20s, left the 2024 North American Meaningful Travel Summit feeling both inspired and empowered. What truly stood out for her was the presence of so many peers at the summit. "It was amazing to see so many other young people involved in this mission," she shares. "It reassured me that my generation is truly invested in the future of sustainable and meaningful travel." This sense of shared purpose ignited her own passion to incorporate these values into her work and to advocate for travel experiences that foster both environmental stewardship and inclusivity.
Both Julio and Corey came away from the summit with a shared understanding of how they can continue to support and further the mission of organizations like Tourism Cares and AAA, using their platforms to encourage travel that uplifts both local communities and the planet.
Through their employees' firsthand experiences, AAA is able to help travelers make more informed, conscious decisions—whether it’s selecting eco-friendly accommodations, supporting local businesses or adopting more sustainable travel practices. This dedication to meaningful, responsible travel allows AAA Members to explore the world in ways that not only protect the destinations they visit, but also contribute to their growth and well-being. By encouraging these positive travel choices, AAA ensures a lasting, positive impact for future generations.
