Annual Report FY24-FY25

INCLUSIVE MARKETING + DEVELOPMENT

THE PURPOSE

OUR STRATEGY

Visit Portland is committed to ensuring that our tourism marketing reflects the evolving, rich diversity of both our local community and the travelers we seek to engage. Inclusive marketing is not only a core value—it is a strategic imperative. By authentically representing people of all backgrounds and identities, we help foster a tourism experience that is welcoming, equitable, and aligned with the changing demographics of future generations. According to national census projections, Generation Z (born 1997–2012) is expected to be the last U.S. generation with a white majority. Generation Alpha, born since 2010, is projected to become the first generation in which non Hispanic white individuals are a minority—likely by the mid-2040s. As our population becomes more diverse across race, ethnicity, ability, gender identity, religion, and cultural background, our destination marketing must evolve in tandem. While Visit Portland has long valued inclusive practices, the creation of the Portland Tourism Development District (PTDD) just one year ago has provided us with new resources and momentum to further this work. We recognize that building truly inclusive, community-centered marketing strategies takes time, care, and accountability—and we are just at the beginning of this journey.

With increased funding and focus, FY25 marked the beginning of a more intentional and structured approach to inclusive marketing. Our early efforts have included: • Targeted digital campaigns and storytelling aimed at reaching a broader spectrum of travelers, including African American, Asian American, and LGBTQ+ audiences • Development of inclusive messaging, photography, and imagery that reflect the broad identities and experiences of our region • Participation in local DEI-focused events and initiatives to stay connected to the community and represent Portland in more inclusive spaces • Investment in new assets and accessible web content that improves how we engage visitors with disabilities and other underrepresented groups • Outreach to diverse media outlets and influencers to help amplify authentic voices and perspectives • Strategic research, listening sessions, and audits to better understand barriers, opportunities, and audience perceptions This work is not complete—nor is it ever “done.” It will require continuous learning, deeper partnerships, and the willingness to shift, evolve, and improve. But this first year has laid a strong foundation for progress, and we remain committed to using our platform not only to invite all travelers but to reflect the values, stories, and identities of those who live, work, and visit here.

98