Annual Report FY24-FY25

DIVERSITY FOCUSED FAM TOUR

WHAT DID THE PROJECT ENTAIL? Visit Portland partnered with the Maine Beaches region for a familiarization (FAM) tour to showcase Maine as a welcoming, vibrant destination. The seven-day tour introduced guests to the Maine Beaches and Greater Portland through curated activities, including scenic coastal tours, cultural experiences, and meetings with local businesses. The goal was to build relationships with travel writers and influencers, increase visibility for both regions, and support long-term tourism growth. HOW DID IT MAKE AN IMPACT? The FAM tour boosted awareness of the Maine Beaches and Greater Portland by highlighting the region’s beauty, culture, and inclusive spirit. Through partnerships with diverse travel writers and influencers, the tour positioned Maine as a destination where all visitors— regardless of background or identity—feel welcome. This resulted in authentic content and positive media coverage, expanding the region’s reach and appeal. It also helped reinforce Maine’s image as a place that values diversity, making it clear that everyone can find a sense of belonging and enjoyment here.

Photo Credit For All: Kelly Schneck