Annual Report FY24-FY25

STRATEGIC PLAN 2025‑2027

MARKET GREATER PORTLAND’S UNIQUE IDENTITY TO VISITORS Objectives • Increase positive impact of tourism on the community.​ • Increase year-round visitation.​ • Increase year-round hotel occupancy.​ • Increase engagement and visitation from specialty markets.​ • Increase engagement with responsible visitation content.​ • Increase visitor diversity. Initiatives • Create and integrate an updated brand that attracts visitors, inviting them to fully experience Greater Portland’s unique identity.​ • Create and deploy marketing campaigns that invite a broad range of visitors and create economic activity throughout the year, focusing on increasing diversity among visitors, increasing winter and shoulder season. • Develop and launch responsible visitor education and sustainability initiatives.

IMPROVE COMMUNITY ENGAGEMENT Objectives • Increase the number of new partners each year​. • Reduce partner attrition.​ • Increase partner engagement. • Increase positive resident sentiment toward tourism. • Create broader community awareness surrounding Visit Portland’s mission. Initiatives • Engage Residents: Elevate Visit Portland’s impact and tourism’s value. ​ • Connect Businesses: Maximize awareness of Visit Portland’s value.​ • Elevate the organization as essential for partners.

CHAMPION TOURISM DEVELOPMENT, MANAGEMENT AND RESILIENCE Objectives • Increase staff participation and engagement with the community.​ • Be seen as a necessary voice in relevant community conversations.​ Initiatives • Unify council and government support for tourism and Visit Portland.​ • Influence change with staff= involvement on boards and committees.​ • Lead collaboration for hospitality workforce initiatives.

ORGANIZATIONAL EXCELLENCE Objectives • Maintain and increase staff engagement. • Increase in volunteer engagement. Initiatives • Prioritize staff and volunteer engagement, morale and efficiency.​ • Create and implement crisis, resilience, and safety plans for the Visit Portland office and Visitor| Information Center. • Strengthen staff and volunteer acquisition and retention.

Each of our four strategic priorities incorporates inclusion and equity, ensuring these values are woven throughout the entire strategic plan.

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