Annual Report FY24-FY25

SHIFT TOWARD DESTINATION MANAGEMENT The cruise industry faced a major disruption during the COVID-19 pandemic, with no ships visiting Portland in 2020 or 2021. As cruise activity resumed, public opposition to cruise tourism grew, driven by concerns about environmental, social, and economic impacts. In 2022, this tension was reflected in local referendums: while Bar Harbor approved a daily passenger limit, Portland voters decisively rejected similar restrictions. In response, Cruise Portland recognized the need to evolve from a growth-driven approach to one focused on destination management. Anticipating a record 240,000 passengers in 2024, the group took inspiration from Juneau, Alaska’s “Tourism Best Management Practices” and launched the Port Share Promise in 2023. This initiative aims to balance the benefits of cruise tourism with the needs of the community, promoting responsible visitation, minimizing disruption, and ensuring Portland remains a vibrant and welcoming destination for both residents and visitors.

THE PORT SHARE PROMISE PROGRAM Launched in 2023, the Port Share Promise was a pilot program designed to ensure cruise ship visitation benefits residents, businesses, and visitors. The initiative was made possible through strong financial support from the State of Maine, CLIA, and Cruise Maine, allowing for the creation of key tools, including a Community Feedback Hotline, a hop-on/hop-off shuttle, Traffic Safety Guides, a dedicated website, and a passenger education video. Although the pilot was well-received, no long-term funding plan was established to sustain the program. Recognizing the program’s importance and potential, Visit Portland applied for and secured a smaller Destination Management grant from the Maine Office of Tourism to sustain efforts into 2024. This funding is being used to maintain a Community Feedback Form, expand the City Loop Shuttle along Congress Street, and strengthen the Community Information Program through advertising, social media, press events, and op-eds. To ensure the ongoing success and growth of the Port Share Promise, a long-term partnership with the City of Portland— supported through Cruise Passenger Fees—will be essential. Collaborative investment will allow us to continue managing cruise tourism in a way that supports residents, enhances the visitor experience, and protects Portland’s unique character.

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