Annual Report FY24-FY25

A PHASED APPROACH TO INCLUSIVE MARKETING As part of Visit Portland’s strategic priority to ensure inclusive, authentic, and data-informed marketing, we have launched a comprehensive three-phase diversity media campaign. This initiative is designed to improve representation, expand audience reach, and position Portland as a welcoming destination for historically underrepresented travelers—specifically African American, Asian American, and LGBTQ+ audiences. WHY IT MATTERS Research shows that today’s travelers seek destinations where they feel seen, safe, and welcomed. Inclusive marketing is no longer optional—it’s essential to growth, competitiveness, and authenticity. However, representation must be holistic. Targeted advertising without a representative web or in-destination experience can backfire, leading to perceptions of tokenism and brand dissonance. Our plan addresses this risk with intention, integration, and long-term commitment.

Photo Credit: Kirstie Archambault