‘Coast Like a Local’ this Summer
Changing Visitor Behavior Starts with Us
Oops. Forgot your shellfishing permit — took a ‘shortcut’ through sensitive habitat — didn’t check the tides — and now your dog is chasing shorebirds.
Don’t be that visitor.
Locals know the best way to enjoy the Oregon Coast is by knowing where to go, what to bring, and how to respect the land.
So be the visitor who gets it— and get to know the coast the way we do!
This is the message thousands of visitors flocking to the Oregon Coast will hear this summer as part of our Coast Like a Local stewardship messaging campaign: a fresh take on tourism impact management that uses the power of language, behavioral science, and community-driven messaging to reshape how visitors—and locals—experience the Oregon Coast.
The Coast Like a Local program was soft-launched with a beach-safety campaign in winter of 2025. In a season that saw several deaths and serious injuries during high tide events, the messaging was more timely than ever.
The new take on the campaign was hugely successful in reach and engagement. Even Governor Tina Kotek reshared the important message, noting how important it is to “Make sure you have a plan, and ‘Coast Like a Local‘ this winter.”
Behind the Approach
Effective stewardship messaging comes down to consistency. When visitors (and locals) hear the same message multiple times, from multiple sources – they are more likely to change behavior.
Coast Like a Local language focuses on the inherent desire to blend in when traveling, encouraging visitors to learn what the locals know, so they can have an authentic travel experience.
“Behavioral change starts with the locals,” says Industry Communications Coordinator Lynnee Jacks. “We are leading by example, which means the culture around stewardship needs to start with us.”
As conveners for the coastal tourist economy, the Oregon Coast Visitors Association aims to deliver one unified message through all our partners, to all our visitors: Know before you go.
This summer, we’ll be showing that unified voice by sharing videos from our partners showing how they Coast Like a Local in action!
Alanna Kieffer of Shifting Tides has a healthy respect for the waves and knows to always check the tides. Our friends down at South Coast Tours can tell us about packing out trash from big kayak expeditions – and the folks over at State and Federal agencies know all the places to check for the permits, closures, and restrictions to make sure your trip is safe.
Getting the Word Out
Coastal partners – from destination management organizations to local businesses – are invited to share and amplify the message to their audiences. An industry toolkit is updated regularly with social posts and assets, which can be shared coast-wide.
Sample social post:
Locals know the Oregon Coast is wild, beautiful, and unpredictable. When we explore, we come prepared. If you want to Coast Like a Local, it’s best to know before you go! This means knowing:
✅ Tide tables
✅ Tsunami evacuation plans
✅ Permits, restrictions, and hotlines for fishing, hunting, and fires
✅ Where dogs can and can’t be off leash
✅ Rules for safe, respectful travel on our roads
✅ Where to stay on trails and off sea stacks
✅ How (and how not) to interact with wildlife
✅ How to be a good steward by packing it out and giving back to the places we love
You can Coast Like a Local too, by coming prepared with all information you need for a safe, responsible trip. Learn more at visittheoregoncoast.com/coast-like-a-local
At a time when destinations worldwide are rethinking how to balance tourism and sustainability, Coast Like a Local takes an innovative approach to responsible travel – one that is co-created with a diverse group of land managers through OCVA’s Strategic Advisory Group, which ensures our messaging reflects the realities and needs of the coast’s ecosystems and communities. Learn more about the Strategic Advisory Group here.