Annual Report FY24-FY25

BRAND REFRESH As a Destination Marketing Organization, the only thing we truly own are the stories of our community—and it’s through branding that we give those stories a voice, a heartbeat, and a reason for travelers to choose us over anywhere else. In 2025, Visit Portland is undertaking a critical brand research and redevelopment project designed to modernize and refine our identity as a must-visit destination. This comprehensive initiative involves a deep dive into how Portland is perceived, ensuring our messaging and visual assets accurately reflect the city’s unique charm, diverse offerings, and evolving community. The process includes gathering insights from community stakeholders, partners, and visitors, with the goal of aligning the brand more closely with Greater Portland’s authentic personality—creative, inclusive, and locally grounded. The refreshed brand will guide future marketing strategies, strengthen community pride, and create a more cohesive and compelling invitation to explore the region.

RESIDENT SENTIMENT • Assess how locals perceive Portland as a destination • Their views on its growth, tourism impact, and potential areas for improvement. • A segment on destination differentiation, asset evaluation,

VISITORS • Past, Present, and Potential visitors.

STAKEHOLDERS • 1:1 Interviews • Industry partners • City Leaders • Staff

• Will integrate measures to include diverse populations such as POC

People of Color), LGBTQIA+ individuals, and people with disabilities.

• Community Listening Sessions All this work will guide the way we tell the story of Portland

and the personality of the destination from a resident perspective.

RESIDENT SENTIMENT SURVEY

REPORT FROM RESIDENT SENTIMENT SURVEY

REVISED BRAND READY

2025

MAY

JULY

JUNE

APRIL

MARCH

AUGUST

JANUARY

OCTOBER

FEBRUARY

136

SEPTEMBER

NOVEMBER

DECEMBER