Annual Report FY24-FY25

First page Table of contents Next page Last page
FROM OUR LEADERSHIP4
A LETTER FROM THE PRESIDENT + CEO4
A LETTER FORM THE BOARD CHAIR5
OUR ROADMAP TO SUCCESS6
MISSION + VISION9
STRATEGIC PLANNING PROCESS10
STRATEGIC PLAN 2025–202713
OUR KEY TOURISM TARGET MARKETS14
INDUSTRY + ECONOMIC IMPACT18
WHY TOURISM MATTERS19
UNDERSTANDING OUR AUDIENCE + LOOKING FOR NEW OPPORTUNITIES20
ECONOMIC IMPACT OF VISITOR SPENDING26
MARKETING + DIGITAL STRATEGY28
BUILDING A STRONGER ECONOMY THROUGH YEAR-ROUND TOURISM30
TARGETING AUDIENCES WITH ALIGNED INTERESTS43
CONTENT CREATION + STORYTELLING44
WEB + SEO PERFORMANCE47
ORGANIC SOCIAL MEDIA PERFORMANCE50
BLOG MARKETING CAMPAIGNS52
EMAIL MARKETING55
BOSTON RADIO MEDIA EXPOSURE56
PRINT PUBLICATIONS + DISTRIBUTION STRATEGY59
SPORTS MARKETING64
ADVANCING SPORTS TOURISM67
PUBLIC RELATIONS + MEDIA COVERAGE72
HIGH-IMPACT PR CAMPAIGNS73
MEETING + GROUP TRAVEL INITIATIVES78
EXPANDING GROUP EVENTS79
NATIONAL + GLOBAL TRAVEL SHOWS92
DIVERSITY, EQUITY + INCLUSION (DEI)96
INCLUSIVE MARKETING + DEVELOPMENT98
A PHASED APPROACH TO INCLUSIVE MARKETING116
COMMUNITY + INDUSTRY ENGAGEMENT120
VISIT PORTLAND EVENTS123
LOCAL COLLABORATIONS + VOLUNTEER INITIATIVES128
LOOKING AHEAD132
FUTURE VISION + KEY INITIATIVES134
BUDGET INSIGHTS + FINANCIAL OUTLOOK140
OUR PEOPLE + PARTNERS150
OUR VALUED PARTNERS153
VISIT PORTLAND STAFF159
BOARD OF DIRECTORS159

Made with FlippingBook Annual report maker