Annual Report FY24-FY25

TABLE OF CONTENTS FROM OUR LEADERSHIP A LETTER FROM THE PRESIDENT + CEO.......................................... 4 A LETTER FORM THE BOARD CHAIR.................................................. 5 OUR ROADMAP TO SUCCESS MISSION + VISION...................................................................................... 9 STRATEGIC PLANNING PROCESS..................................................... 10 STRATEGIC PLAN 2025–2027 ............................................................ 13 OUR KEY TOURISM TARGET MARKETS........................................... 14 INDUSTRY + ECONOMIC IMPACT WHY TOURISM MATTERS..................................................................... 19 UNDERSTANDING OUR AUDIENCE + LOOKING FOR NEW OPPORTUNITIES...................................................................................... 20 ECONOMIC IMPACT OF VISITOR SPENDING............................... 26 YEAR-ROUND TOURISM . ...................................................................... 30 TARGETING AUDIENCES WITH ALIGNED INTERESTS............. 43 CONTENT CREATION + STORYTELLING....................................... 44 WEB + SEO PERFORMANCE............................................................... 47 ORGANIC SOCIAL MEDIA PERFORMANCE.................................. 50 BLOG MARKETING CAMPAIGNS....................................................... 52 EMAIL MARKETING................................................................................. 55 BOSTON RADIO MEDIA EXPOSURE................................................. 56 PRINT PUBLICATIONS + DISTRIBUTION STRATEGY................. 59 MARKETING + DIGITAL STRATEGY BUILDING A STRONGER ECONOMY THROUGH

SPORTS MARKETING ADVANCING SPORTS TOURISM........................................................ 67 PUBLIC RELATIONS + MEDIA COVERAGE HIGH-IMPACT PR CAMPAIGNS ........................................................... 73 MEETING + GROUP TRAVEL INITIATIVES EXPANDING GROUP EVENTS............................................................. 79 NATIONAL + GLOBAL TRAVEL SHOWS.......................................... 92 DIVERSITY, EQUITY + INCLUSION (DEI) INCLUSIVE MARKETING + DEVELOPMENT.................................. 98 A PHASED APPROACH TO INCLUSIVE MARKETING................ 116 COMMUNITY + INDUSTRY ENGAGEMENT VISIT PORTLAND EVENTS................................................................. 123 LOCAL COLLABORATIONS + VOLUNTEER INITIATIVES....... 128 LOOKING AHEAD FUTURE VISION + KEY INITIATIVES................................................ 134 BUDGET INSIGHTS + FINANCIAL OUTLOOK............................. 140 OUR PEOPLE + PARTNERS OUR VALUED PARTNERS.................................................................... 153 VISIT PORTLAND STAFF..................................................................... 159 BOARD OF DIRECTORS....................................................................... 159

Cover Photo Credit: Visit Maine

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