Annual Report FY26

ANNUAL REPORT FISCAL YEAR 2026

TABLE OF CONTENTS FROM OUR LEADERSHIP A LETTER FROM THE PRESIDENT + CEO...................................................................... 5 A LETTER FORM THE BOARD CHAIR.............................................................................. 5 OUR ROADMAP TO SUCCESS MISSION + VISION.................................................................................................................. 9 STRATEGIC PRIORITIES KEY............................................................................................. 11 OUR KEY TOURISM TARGET MARKETS....................................................................... 12 INDUSTRY + ECONOMIC IMPACT WHY TOURISM MATTERS................................................................................................. 17 UNDERSTANDING OUR AUDIENCE............................................................................... 18 ECONOMIC IMPACT OF VISITOR SPENDING........................................................... 22 YEAR-ROUND TOURISM . .................................................................................................. 26 2025 CAMPAIGN RESULTS BY SEASON.................................................................... 28 PORTLAND IS CALLING.................................................................................................... 34 MAINE LIFE MEDIA — GREATER PORTLAND ............................................................ 35 WINTER WEEKDAYS CAMPAIGN................................................................................... 36 BOSTON RADIO CAMPAIGN + GREGG DANIELS.................................................... 38 MAINE OFFICE OF TOURISM CO-OP PROGRAM . ................................................... 39 VISIT PORTLAND ORGANIC SOCIAL MEDIA............................................................ 40 ITINERARY BLOGS............................................................................................................... 42 VISITPORTLAND.COM....................................................................................................... 44 EMAIL MARKETING............................................................................................................. 45 PRINT PUBLICATIONS + DISTRIBUTION STRATEGY............................................. 48 REGIONAL DESTINATION GUIDE.................................................................................. 49 STATE TRAVEL PLANNER................................................................................................. 42 MARKETING + DIGITAL STRATEGY BUILDING A STRONGER ECONOMY THROUGH

BRAND EVOLUTION REFRESHING OUR DESTINATION BRAND................................................................. 53 BRAND RESEARCH............................................................................................................. 54 CREATING A NEW BRAND................................................................................................ 56 BRINGING THE BRAND TO LIFE..................................................................................... 58 LIGHTKEEPERS CAMPAIGN............................................................................................ 60 ASSET DEVELOPMENT..................................................................................................... 62 NEW WEBSITE COMING SOON..................................................................................... 64 SPORTS MARKETING SPORTS MARKETING......................................................................................................... 68 NESN TV COMMERCIAL.................................................................................................... 70 PUBLIC RELATIONS + MEDIA COVERAGE HIGH-IMPACT PR CAMPAIGNS ........................................................................................ 74 TRAVMEDIA IMM MARKETPLACE................................................................................. 75 IN THE PRESS......................................................................................................................... 77 PRESS TRIPS.......................................................................................................................... 78 MEETINGS + CONFERENCES GROUP SALES ADVERTISING........................................................................................ 82 USAE EMAIL CAMPAIGNS................................................................................................ 84 LINKEDIN MEETING CAMPAIGNS................................................................................. 85 CVENT. ..................................................................................................................................... 86 MEETING PLANNER NEWSLETTERS........................................................................... 88 DRONE VIDEO / HOTEL PROXIMITY MAPS . .............................................................. 89 MATTERPORT VIRTUAL TOURS..................................................................................... 90 INDUSTRY SHOWS + ENGAGEMENT.......................................................................... 92 EVENT PLANNERS GUIDE................................................................................................ 94 MEETING ASSOCIATIONS................................................................................................ 96 SITE VISITS + LEADS.......................................................................................................... 97

*All data presented is for Fiscal Year 2026 up to June 1. Some projects included are not yet complete, and others have not yet occurred. The digital version will be updated at a later date with all completed projects and can be found on TourismDistrict207.com/reports

Cover Photo Credit: Adobe Stock

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COMMUNITY + INDUSTRY ENGAGEMENT COMMUNITY ENGAGEMENT + INDUSTRY LEADERSHIP.................................. 132 DESTINATION SUMMIT................................................................................................... 134 VISIT PORTLAND EVENTS............................................................................................. 136 INDUSTRY INSIGHT + TRENDS CONFERENCES.................................................... 137 COMMUNITY ENGAGEMENT........................................................................................ 138 COMMUNITY SUPPORT.................................................................................................. 140 JAMAICAN RELIEF DRIVE................................................................................................ 141 COMMUNITY CLEAN UP DAY........................................................................................ 142 BAYSIDE NEIGHBORHOOD PARTNERSHIP PILOT INITIATIVE......................... 144 WORKFORCE INITIATIVE................................................................................................ 146 VISITOR INFORMATION CENTERS LOOKING AHEAD FUTURE VISION + KEY INITIATIVES............................................................................ 154 OUR PEOPLE + PARTNERS OUR VALUED COMMUNITY PARTNERS.................................................................... 159 VISIT PORTLAND STAFF................................................................................................. 165 BOARD OF DIRECTORS................................................................................................... 165 VISITOR INFORMATION CENTERS.............................................................................. 151

DESTINATION WEDDINGS LOVE THE MAINE WAY CAMPAIGN............................................................................. 100 BLISS WEDDING SHOW................................................................................................... 101 TOUR OPERATORS (INTERNATIONAL + MOTORCOACH) NATIONAL + GLOBAL TRAVEL SHOWS.................................................................... 104 DISCOVER NEW ENGLAND (DNE) .............................................................................. 106 DNE FAMILIARIZATION TOUR....................................................................................... 107 U.S. TRAVEL ASSOCIATION IPW.................................................................................. 108 AMERICAN BUS ASSOCIATION (ABA) ....................................................................... 109 CRUISE LINE ENGAGEMENT CRUISE PORTLAND MAINE............................................................................................ 112 CRUISE CANADA NEW ENGLAND (CCNE) ............................................................... 113 SEATRADE CRUISE GLOBAL.......................................................................................... 113 PORTSHARE PROMISE..................................................................................................... 114 ECONOMIC IMPACT STUDY........................................................................................... 115 DIVERSITY, EQUITY + INCLUSION (DEI) DIVERSITY CAMPAIGN..................................................................................................... 118 PHASE I, OUR FINDINGS................................................................................................... 119 PHASE II, CONTENT DEVELOPMENT........................................................................ 120 PHASE III, MARKETING OUTREACH........................................................................... 124 NCBMP................................................................................................................................... 126 TRAVEL JOURNALISTS..................................................................................................... 127 IDEAS SERIES PARTNERSHIP....................................................................................... 128 IGLTA PARTNERSHIP........................................................................................................ 129

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4 Photo Credit: Avery Lehman

FROM THE PRESIDENT + CEO

Dear Partners, Stakeholders, and Community Members, It is my honor to serve as Chair of the Visit Portland Board of Directors and to work alongside a dedicated group of board members who are deeply committed to the success of our organization and our community. Together, we provide oversight and guidance to ensure that Visit Portland’s work remains focused, strategic, and impactful. Tourism plays a vital role in the economic and cultural vitality of Greater Portland. It supports our small businesses, sustains local jobs, and contributes to the energy and character that make this place so special. Through the continued success of the Portland Tourism Development District, Visit Portland has been able to expand its efforts in ways that were not previously possible—bringing greater visibility to our destination and driving meaningful results for our community. What makes this work so important is its direct impact on people. From locally owned shops and restaurants to the individuals who welcome visitors each day, tourism supports the livelihoods of those who call Portland home. It is an industry rooted in connection—between visitor and place, business and community, and opportunity and growth. As a Board, we are proud to support Visit Portland’s mission and the talented team carrying it forward. The progress highlighted in this report reflects not only strong leadership and strategy, but also a shared commitment to ensuring that tourism continues to benefit our residents, businesses, and future generations. Sincerely, FROM THE CHAIR OF THE BOARD OF DIRECTORS

Dear Partners, Friends, and Community Stakeholders, As we reflect on Fiscal Year 2026, I am proud to share the continued progress of Visit Portland in our second full year as a Tourism Development District. This year marked an important transition as we focused on strengthening the foundation that will guide our work well into the future. With this enhanced focus, we have continued to take thoughtful, strategic steps forward. Guided by the strategic plan established last year, we conducted extensive research to inform a refreshed brand for our destination. Together, these efforts provide a clear roadmap and the tools to tell Portland’s story more effectively to the world, one that is authentic, compelling, and rooted in who we truly are. At the heart of this work is a renewed focus on people. The diverse individuals who live and work here are what give Portland its character, energy, and sense of place. As we look ahead, we are committed to elevating these voices and experiences as a central part of how we represent our community. We have also begun to deepen our focus on the hospitality workforce, the individuals who create meaningful visitor experiences every day. They are the foundation of our tourism economy and the reason so many visitors return year after year. Supporting and strengthening this workforce is essential to the long term success and sustainability of our destination. None of this work would be possible without the continued support of our partners, stakeholders, and community. Together, we are building a stronger, more resilient future for Portland. With appreciation,

Matthew Nolan Chair, Board of Directors Visit Portland

Lynn Tillotson President + CEO Visit Portland

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OUR ROADMAP TO Success

Photo Credit: Peter G Morneau

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WHO WE ARE AT VISIT PORTLAND Visit Portland, formerly the Greater Portland Convention & Visitors Bureau (CVB), is a 501(c)6, not-for-profit Destination Marketing Organization (DMO) responsible for promoting the Greater Portland region since 1982. A DMO is a community asset responsible for programs promoting a community as an attractive travel destination and enhancing our public image as a dynamic place to live and work. With knowledge of the destination, brand management, promotional programs, and resulting impacts of visitation, we strengthen our community’s economic position and vitality, which increases the opportunity for all the residents in our destination.

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OUR MISSION Visit Portland enriches Greater Portland’s economy through tourism marketing and promotion, elevating community businesses, and a commitment to an inclusive, prosperous, and sustainable future for all. OUR VISION Greater Portland is Maine’s vibrant core – where beauty, grit, and a welcoming community invite everyone to visit, from everywhere, all year, over and over. OUR REPUTATION As the organization devoted to growing the Greater Portland Region’s visitor economy, Visit Portland will be known as: • Essential to the industry and to the economic vibrance of the Greater Portland Region. • Proactive in anticipating needs, responding to challenges, and embracing opportunities. • Effective in promoting Portland as a desired year-round destination and increasing the region’s potential through meaningful community collaboration.

Photo Credit: @alyssa.ksmith

Photo Credit: Capshore Photography

STRATEGIC PRIORITIES KEY To ensure alignment with our Strategic Plan, each initiative throughout this report is connected to one of Visit Portland’s four strategic priorities. You will see an icon for each priority, making it easy to identify how our work supports our broader organizational goals. This approach provides a clear and consistent way to demonstrate how individual efforts advance our mission and deliver meaningful impact for Greater Portland.

STRATEGIC PRIORITY #1: MARKET GREATER PORTLAND’S UNIQUE IDENTITY TO VISITORS

STRATEGIC PRIORITY #2: IMPROVE COMMUNITY & PARTNER ENGAGEMENT Strengthening trust, connection, and collaboration with residents and partners by clearly demonstrating the value of tourism and Visit Portland’s role in supporting the local economy. By deepening partner relationships and community understanding, we aim to increase partner participation, reduce attrition, and expand sustainable revenue to support our mission.

Position Greater Portland as a welcoming, year-round destination by showcasing its distinct character, people, and experiences. Through inclusive marketing and responsible visitation efforts, we aim to increase year-round visitation and occupancy while ensuring tourism delivers meaningful economic and community benefits.

STRATEGIC PRIORITY #3: CHAMPION TOURISM, DEVELOPMENT, MANAGEMENT, AND RESILIENCE

STRATEGIC PRIORITY #4: ORGANIZATIONAL EXCELLENCE

Build a strong, resilient organization by investing in our people, systems, and culture. Through high staff and volunteer engagement, operational readiness, and thoughtful planning, we ensure Visit Portland is equipped to deliver on its mission today and into the future.

Serve as a trusted leader and advocate for sustainable tourism by actively engaging in community, government, and industry conversations. Through collaboration, workforce leadership, and staff participation, we help shape policies and initiatives that strengthen the destination’s resilience and long-term success.

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

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Leveraging a comprehensive, data-informed strategy, Visit Portland promotes Greater Portland across eight key market segments through integrated marketing and sales efforts. This includes targeted digital and traditional advertising, media relations, content development, industry engagement, familiarization tours, and strategic sales initiatives. Supported by research, audience insights, and a strong multi-platform presence, these efforts work year-round to inspire travel, influence decision-making, and drive overnight visitation and visitor spending, delivering measurable economic impact for the region. OUR KEY TOURISM TARGET MARKETS

LEISURE TRAVELERS WHO THEY ARE: Leisure travelers are individuals, couples, or families who visit a destination for relaxation, recreation, or personal experiences, often seeking memorable activities, local culture, and unique attractions.

MEETING, CONFERENCE + EVENT PLANNERS WHO THEY ARE: Professionals who organize group gatherings—such as corporate meetings, OUR STRATEGY: Position Greater Portland as a premier year-round meetings and events

OUR STRATEGY: Inspire leisure travel by sharing Greater Portland’s story with the world. Through marketing, imagery, and outreach, we highlight its people, culture, coast, and creativity, inviting visitors to experience it firsthand.

conventions, and special events— and choose destinations based on venue options, services, and overall visitor appeal.

destination through targeted outreach, relationship building, and resources that help planners create memorable experiences.

INTERNATIONAL TOUR OPERATORS WHO THEY ARE:

DESTINATION WEDDING COUPLES WHO THEY ARE:

OUR STRATEGY: Grow international visitation by working with the Maine Office of Tourism and Discover New England to connect with tour operators and secure Greater Portland’s inclusion in regional travel itineraries.

OUR STRATEGY: Attract destination weddings by showcasing authentic Maine

International tour operators create itineraries for overseas travelers who stay longer and visit year-round, delivering consistent economic impact for local businesses.

Couples and their guests who travel to a specific location—often scenic or culturally unique—to host a wedding, typically extending their stay for related events like reunions and honeymoons.

experiences and providing resources that help couples and their guests plan memorable celebrations, extended stays, and related events.

SPORTS RIGHTS HOLDERS

MOTORCOACH TOUR OPERATORS

WHO THEY ARE: Sports rights holders are an organization or entity that owns or controls the commercial rights to a sporting event, team, league, or competition.

OUR STRATEGY: Promote Greater Portland as a sports destination by partnering with the Maine Sports Commission to attract events through trade shows, outreach, and site visits.

WHO THEY ARE: Businesses organizing motorcoach tours for large groups, such as seniors, schools, or organizations, visiting multiple destinations and contributing to tourism through bookings, accommodations, and spending.

OUR STRATEGY: Increase group visitation by building relationships with motorcoach tour operators and showcasing Greater Portland as a welcoming and accessible stop on regional itineraries.

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CRUISE EXCURSION EXECUTIVES WHO THEY ARE:

MEDIA, JOURNALISTS + INFLUENCERS WHO THEY ARE:

OUR STRATEGY: Expand cruise excursion opportunities by working alongside Cruise Maine to showcase new attractions, experiences, and developments that encourage the inclusion of Greater Portland in excursion programs.

OUR STRATEGY: Generate positive media coverage and expand destination awareness through targeted outreach, hosted visits, photography, and compelling storytelling.

Cruise Excursion Executives are responsible for developing and delivering memorable shoreside experiences that enhance cruise passengers’ visits to a destination.

Journalists and content creators who shape public perception by highlighting destinations through articles, blogs, and social media, inspiring potential travelers.

Photo Credit: The Maine Lobsterbake Co.

Photo Credit: Avery Lehman

INDUSTRY + Economic Impact Photo Credit: Avery Lehman

Photo Credit: Avery Lehman

WHY TOURISM MATTERS Tourism drives economic growth across a wide range of local industries —not just the obvious ones like hotels, restaurants, and attractions. Behind every overnight stay or dinner out is a network of businesses: farmers and fishermen, construction crews, cleaners, laundry services, and tech providers all play a role. Even less obvious sectors like printing, floristry, security, and transportation benefit from visitor spending. When someone visits our region, they’re not just supporting a hotel or a meal—they’re fueling an entire economic ecosystem. Tourism touches nearly every corner of the local economy, creating jobs, sustaining small businesses, and keeping dollars circulating in our communities. It’s more than just leisure—it’s a vital industry that helps keep our region thriving.

LOCAL INDUSTRIES SUPPORTED BY HOTELS + RESTAURANTS

Hotels and restaurants don’t operate in isolation—their expense reports highlight a diverse ecosystem of local businesses that tourism helps sustain. The following represents a sample of those businesses.

MAINTENANCE • Lawn Care Companies • Snow Plowing • Elevator Maintenance • Pest Control • HVAC Suppliers • Pool Supply Companies • Auto Mechanics • Hardware Stores • Plumbing/Refrigeration • Electricians MISCELLANEOUS • Construction • Lawyers • Accountants • IT Companies • Security • Parking Operations • Local Artists • Local Fitness Gyms • Insurance Companies • Payroll Companies

OPERATIONS • Food Purveyors • Beverage Suppliers • Paper Good Suppliers • Local Fishermen • Local Lobstermen • Florists • Laundry Service • Dry Cleaners • Uniform Companies • Electric/Oil Companies MARKETING

• AV Companies • Photographers

• Graphic Designers • Website Companies • Public Relations • Printers

All businesses you don’t think of as being impacted by tourism.

Photo Credit: Avery Lehman

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UNDERSTANDING OUR AUDIENCE

To inform our marketing strategy, we begin by understanding who is currently visiting the Greater Portland region. By analyzing audience insights and interests, we tailor our messaging to better connect with these travelers, while also identifying untapped audiences and opportunities for growth. Here’s a look at our current visitors.

Photo Credit: Guided Marketing Services

58% of our visitors traveled from eight U.S. states. 14% Massachusetts 10%

WHERE ARE OUR VISITORS COMING FROM?

3.2%

CANADA

Maine 9% New York 6% New Jersey 6% New Hampshire 5% Pennsylvania 4% Florida 4% Connecticut

9.6%

6.7%

9.6%

27.8%

24%

4.1%

12.2%

Data Source: Greater Portland & Casco Bay 2025 Economic Impact & Visitor Tracking Report — Maine Office of Tourism and Downs & St. Germain Research

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WHO ARE OUR CURRENT VISITORS?

GENDER

AVERAGE VISITOR AGE

RACE + ETHNICITY

<25 4% 25-34

53% Female 46% Male

4% 2% <1%

6%

14%

White

6%

Hispanic

19%

35-44 55-65 45-54

Black Asian

23% 22%

Other Indigenous

84%

18%

Over 65

1% identified as Other

HOUSEHOLD INCOME 2% 7% 12%

19%

28%

17%

9% 6%

$50k-$74,999

>$250k

$25k-$49,999

$200k-$249,999

<$25k $75k-$99,999 The median household income of visitors is $117,900 per year. 32% of visitors and more than $150,000 per year.

$100k-$149,999

$150k-$199,999

Data Source: Greater Portland & Casco Bay 2025 Economic Impact & Visitor Tracking Report — Maine Office of Tourism and Downs & St. Germain Research

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WHAT ARE VISITORS DOING WHILE HERE?

HOW LONG DID VISITORS STAY?

2.7 MILLION GREATER PORTLAND & CASCO BAY VISITORS IN 2025

Days spent in Greater Portland & Casco Bay by all visitors 12.6 MILLION Nights spent in Greater Portland & Casco Bay 2.4 MILLION

2 MILLION

Experienced the food and beverage scene

1.6 MILLION

Went on a tour and/or enjoyed sightseeing

1.6 MILLION

Spent time shopping while they were here

24% OF VISITORS WERE TRAVELING IN MAINE FOR THE FIRST TIME

98%

2 MILLION 1.6 MILLION

visitors started planning their trip a month or more in advance of their trip.

of visitors would recommend that their friends and family choose Maine as their destination for a future visit or vacation

visitors have a booking window of less than 3 months.

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ECONOMIC IMPACT OF 2.6 MILLION VISITORS $3 BILLION in economic impact to Greater Portland & Casco Bay’s economy 2.3% from 2024 $1.8 BILLION on accommodations, transportation, saved local households in state and local taxes* $2,107 WHAT DOES THAT MEAN FOR RESIDENTS? groceries, restaurants, shopping, entertainment, and other expenses 2.5% from 2024

*The household tax savings is calculated by dividing the total State & Local tax paid by visitors by the number of households in the Greater Portland & Casco Bay Region. This tax includes Direct Impact (visitor spending in local industries), Indirect Effects (business-to-business purchases), and Induced Effects (household spending from income, excluding taxes, savings, and commuters).

Data Source: Greater Portland & Casco Bay 2025 Economic Impact & Visitor Tracking Report — Maine Office of Tourism and Downs & St. Germain Research

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jobs supported 19,500 $1 BILLION WHAT DOES THAT MEAN FOR WORKERS? in wages paid 1% from 2024 2.5% from 2024

EVERY 136 VISITORS SUPPORTS A NEW JOB IN GREATER PORTLAND & CASCO BAY

Photo Credit: Capshore Photography

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MARKETING + Digital Strategy

24 Photo Credit: Coastal Maine Botanical Gardens

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BUILDING A STRONGER ECONOMY THROUGH YEAR-ROUND TOURISM

THE PURPOSE The purpose of this effort is to build a more balanced, year-round tourism economy by increasing visitation during the winter and shoulder seasons. By expanding demand beyond peak months, we support local businesses, sustain jobs, and strengthen the long-term health of Greater Portland’s hospitality industry. OUR STRATEGY Visit Portland will drive off-season visitation through targeted marketing that highlights winter experiences and seasonal offerings, while partnering with local businesses to create compelling reasons to visit beyond peak months.

WHY IS IT IMPORTANT TO INCREASE VISITATION DURING THE WINTER MONTHS?

Portland’s economy is heavily driven by tourism, but most of that activity is concentrated in the summer and fall. By increasing winter visitation, we help extend the revenue-generating season for shops, restaurants, and lodging establishments— keeping more doors open and cash registers ringing during slower months. HOW CAN WE HELP SUSTAIN JOBS AND SUPPORT A YEAR-ROUND WORKFORCE? One of the biggest challenges of seasonal tourism is maintaining a steady workforce. When visitation drops, hours are cut, and talented workers often leave for more stable opportunities. Boosting winter visitation helps keep staff employed year round, providing consistent income and improving retention in Portland’s hospitality sector.

WHAT STRATEGIES CAN HELP DRIVE WINTER AND SHOULDER-SEASON TOURISM?

To grow visitation in the off-season, we need to invest in strategic marketing that highlights unique winter experiences—like snowshoeing, cozy downtown getaways, and seasonal culinary events. Developing partnerships with local businesses to create bundled experiences or promotions can also entice visitors.

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SEASONAL VISITATION PATTERNS The graph below illustrates monthly hotel occupancy trends in Greater Portland. Visitation peaks during the summer months of July and August, while January consistently represents the lowest point of the year. While seasonal fluctuations are expected, our focus is on strengthening shoulder season performance over time to create more balanced, year-round demand.

Data Source: CoStar

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SUMMER 2025 CAMPAIGN RESULTS

THE PURPOSE The summer leisure campaign was designed to drive high-value visitation by showcasing the vibrant, welcoming spirit of Greater Portland during its most iconic season. By leveraging compelling storytelling that highlights our coastal beauty, walkable neighborhoods, and rich cultural landscape, the campaign positioned the area as a premier destination that rewards deeper exploration. This initiative specifically targeted audiences inclined toward longer stays, maximizing the economic impact of seasonal tourism while reinforcing our identity as a sophisticated and inclusive community. OUR STRATEGY Our strategy utilized a multi-channel media mix to engage high-potential audiences in regional drive and national fly markets. By anchoring the campaign in evocative video assets, digital display, high-impact print, and the authentic music of King Kyote, we built a sensory narrative that emphasized our vibrant local culture and coastal lifestyle. This immersive approach targeted travelers seeking genuine experiences , ensuring our marketing investment increased economic impact throughout our most vital tourism season.

TARGETED DRIVE MARKETS Bangor, ME Burlington, VT / Plattsburgh, NY Portsmouth–Dover–Rochester, NH Boston, MA Springfield–Holyoke, MA Providence, RI / New Bedford, MA Albany–Schenectady–Troy, NY Hartford & New Haven, CT TARGETED FLY MARKETS New York, NY Philadelphia, PA Baltimore, MD Chicago, IL

Houston, TX Nashville, TN Columbus, OH Norfolk, VA Pittsburgh, PA

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HOW ARE THESE CAMPAIGNS PERFORMING?

Channel

Clicks 63,974 29,410 77,165 33,180 49,805 27,240 4,417

Impressions

CTR

Other Metrics

Industry Standard

Google SEM

490,298 3,803,147 3,803,147 184,497 1,176,133 1,586,946 2,649,802 1,353,280 260,988 404,095

13.05% 12.48% 2.03% 2.39% 2.82% 3.14% 1.03% 0.16% 8.84% 0.45%

9.4% 9.4% 1.75% 1.75% 2.22% 0.09% 1.72% 0.11%

Google SEM ‘Near Me’

Meta Prospecting Meta Whitelisting Meta Remarketing

Google Video

270,922 views

Azira Interstitials

Azira CTV Clicktripz

2,237

99% VTR

23,077

8%

Hopper

1,821

137 room nights; 278 flight passengers 6,948 room nights; 4,520 flight tickets

0.50%

Expedia

2,283

2,298,233

0.14%

0.11%

NY Times

3,791 4,100

1,141,170 143,194

0.30% 2.86%

0.04% 1.75%

Boston Globe

STRONG OVERALL PERFORMANCE: We saw year over year increases in nearly all website metrics again, with sessions up another 4% and total users up another 8%. Both engaged sessions & engagement rate are up significantly, over 48% and 42% respectively. TOP-PERFORMING CHANNELS: Google SEM had remarkable ~310% increases in clicks and impressions while maintaining a CTR comfortably above the average benchmark. The SEM “Near Me” campaign also saw a 27% increase in clicks and a 37% increase in impressions at a healthy CTR. SOLID SUPPORTING TACTICS: Meta Remarketing had significant increases in clicks (+130%) and impressions (+155%) with a CTR 43% above the average benchmark.

Data Source: Madden Media

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FALL 2025 CAMPAIGN RESULTS

THE PURPOSE Our Fall leisure campaign was designed to drive high-value visitation by showcasing the sophisticated and serene character of the region during the foliage season. Digital display assets and seasonal imagery were employed to positioned Greater Portland as a premier destination for travelers looking for a deeper, more immersive New England Fall experience. This initiative focused on attracting visitors who appreciate our renowned dining scene, highlighting the seasonal flavors and intimate culinary experiences that reward a longer, more intentional stay. OUR STRATEGY Our Fall 2025 strategy employed a targeted mix of digital display advertising and high impact print placements to engage regional drive markets during the transition from peak summer to the shoulder season. By shifting the narrative to emphasize the region’s renowned dining scene and the refined atmosphere of the foliage season, we captured nearby travelers seeking a more intimate and sophisticated coastal experience. This approach focused on high-value segments within a manageable driving distance, ensuring our marketing investment drove extended stays and sustained economic activity during a key period of seasonal growth.

TARGETED DRIVE MARKETS Bangor, ME Burlington, VT / Plattsburgh, NY Portsmouth–Dover–Rochester, NH Boston, MA Springfield–Holyoke, MA Providence, RI / New Bedford, MA Albany–Schenectady–Troy, NY Hartford & New Haven, CT TARGETED FLY MARKETS New York, NY Philadelphia, PA Baltimore, MD Chicago, IL

Houston, TX Nashville, TN Columbus, OH Norfolk, VA Pittsburgh, PA

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HOW ARE THESE CAMPAIGNS PERFORMING?

Channel

Clicks 18,716 11,315 8,321 50,710 13,445

Impressions

CTR

Industry Standard

Google SEM

121,455 77,810 106,207 3,401,016 945,031 448,692 757,723 214,773 446,598 43,167 137,041 127,151 27,687 515,830

15.41% 14.54% 7.83% 1.42% 1.42% 2.18% 1.53% 2.40% 0.11% 8.96% 0.07% 0.92% 0.13%

10.88% 10.88% 2.27% 1.97% 1.97% 2.04% 1.25% 1.75% 0.07%

Google SEM ‘Near Me’

Google Pmax

Google Demand Gen Meta Prospecting Meta Whitelisting Meta Remarketing

9,778 11,561

Cadent

Boston Globe e-Blast

5,151

Epsilon Display Epsilon Video

492

65% 8.0%

Tiki (formerly Clicktripz)

12,273

Afar Display Afar e-Blast

88

0.08% 0.70% 0.11%

256 663

Expedia

STRONG OVERALL PERFORMANCE: For Fall, we continued to see significant year over year site growth with total users up 73% and sessions up 55%, as well as a 5.6% increase in engaged sessions. The average engagement rate across the entire site was 49% this month, and the average session duration was 2m 33s. TOP-PERFORMING CHANNELS: Google SEM saw a strong 17% increase in CTR, bringing it up to 53% above benchmark, while SEM “Near Me” had a 16% CTR increase and performed 44% higher than the industry average. SOLID SUPPORTING TACTICS: In November alone, Meta Prospecting served over 286K impressions and brought in 3.8K+ clicks, while Meta Remarketing had a 22% increase in CTR, performing approximately 20% above the average.

Data Source: Madden Media

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WINTER 2026 CAMPAIGN RESULTS

THE PURPOSE Our winter campaign was designed to drive visitation during the colder months by highlighting the unique, cozy charm of Portland. By shifting the narrative to embrace the warmth of the season, we positioned the city as an inviting retreat characterized by authentic hospitality and an intimate atmosphere. This initiative focused on attracting travelers who value the region’s refined winter experiences, encouraging them to discover a more serene side of our coastal community through its exceptional dining and welcoming local spirit, specifically aiming to bolster the local hospitality workforce during what has historically been a slower season. By encouraging a more robust winter tourism economy, we worked toward more support for our community’s year-round service and creative professionals. OUR STRATEGY For winter, we launched a high-performance, multi-channel mix to redefine the season as a premier time for exploration. By deploying targeted Google SEM, programmatic advertising, and Meta remarketing, we captured intent-driven audiences looking for unique winter events and cultural experiences. This approach effectively transitioned the narrative from a traditional off-season to a vibrant, “must see” period, successfully driving increased digital engagement and positioning our local offerings as essential year-round attractions.

TARGETED DRIVE MARKETS Bangor, ME Burlington, VT / Plattsburgh, NY Portsmouth–Dover–Rochester, NH Boston, MA Springfield–Holyoke, MA Providence, RI / New Bedford, MA Albany–Schenectady–Troy, NY Hartford & New Haven, CT

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HOW ARE THESE CAMPAIGNS PERFORMING?

Channel

Clicks 52,534

Impressions

CTR

Other Metrics

Industry Standard

Google SEM

355,977

14.76%

Avg Session Duration 4:35 Avg Session Duration 3:31

10.94%

Google SEM ‘Near Me’

31,764

234,965

13.52%

17.14%

Google Pmax

17,199

244,563 7,552,436 1,661,222

7.03% 1.85% 2.51%

2.51% 1.87% 1.93%

Google Demand Gen

139,943 34,442

Meta Prospecting

Engagement Rate 40.23%

Meta Remarketing

16,058

638,682 988,863

2.51%

Engagement Rate 38.84% 1.93%

Epsilon Video

703,969 views; 70.37% VCR

65%

Epsilon Display

3,505 17,055 21,854

3,301,974 1,483,064

0.11% 1.15% 9.16%

Total Users 17,222

0.10%

Cadent Interscroller

Engagement Rate 25.20% 1.25%

Tiki

238,435

Total Users 14,112

8%

Cadent CTV

1,106,995

1,096,984 impressions; 99.1% View Rate

97.00%

Expedia

2,057

1,723,061 487,506

0.12% 0.06%

ROAS 43.64

0.11% 0.08%

Afar Display

291

Engagement Rate 14.86%

Afar Email

403

51,574

0.78% 2.52% 0.29%

0.70% 1.75% 0.05%

Boston Globe Display Ad NY Times Display Ad

12,625

501,155 635,356

1,871

PERFORMANCE OVERVIEW: Platforms engage varied age groups: Leisure SEM/Facebook skew 55+, while “Near Me” SEM and Instagram capture 25–44. February’s 7.19% CTR was 186% above benchmark. Tiki data shows 58% seek local experiences, reinforcing demand for activity-focused content.

Data Source: Madden Media

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PORTLAND IS CALLING CAMPAIGN

THE PURPOSE The Portland is Calling campaign captures authentic visitor stories by inviting travelers to share memorable moments from their Greater Portland experience through a dedicated phone line. These first-hand accounts provide genuine insights into what makes our destination special. OUR STRATEGY Leverage authentic visitor voices to build trust, inspire future travel, and strengthen Greater Portland’s brand through user-generated storytelling that resonates more deeply than traditional advertising.

AD PERFORMANCE META ADS • 84,869 total views • 55,379 unique viewers • 1,809 link clicks to the campaign blog

BLOG PERFORMANCE • 1,459 total views • 1,266 users • 6,576 total events ENGAGEMENT & FOLLOW-UP • 25 voicemails received • Soundbites will be used in future marketing content • Prize winners asked to share photos or videos from their Portland experiences for additional promotional use

TIKTOK ADS • 7,983 views • 24 engagements

@ ae_pillow

@georgethemainegolden

@sudeshna4ya

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MAINE LIFE MEDIA — GREATER PORTLAND

THE PURPOSE Maine Life provides a platform to showcase Greater Portland’s people, places, and experiences through compelling storytelling

OVERVIEW Visit Portland expanded its partnership with Maine Life Media through featured episodes highlighting Greater Portland’s year-round appeal. Airing across Maine television markets and distributed on YouTube and Instagram, the campaign reached regional and drive-market audiences while amplifying local experiences and seasonal travel. BROADCAST REACH & AUDIENCE IMPACT FREEPORT Aired statewide in January 2026 with multiple broadcast placements. • Total Broadcast Impressions: 67,200 statewide

that inspires travel and exploration. OUR STRATEGY

Through our partnership with Maine Life Media , Visit Portland extends its reach across Maine and into the Boston market , sharing the stories, experiences, and attractions that make Greater Portland unique. Each segment is branded with “Brought to you by Visit Portland” and encourages viewers to explore more at VisitPortland.com. By leveraging Maine Life’s engaged audience, we inspire both seasonal and year-round visitation while showcasing the region’s businesses, attractions, and authentic sense of place.

• Portland DMA: 48,244 impressions • Bangor DMA: 19,084 impressions • YouTube Impressions: 8.3K CASCO BAY ISLANDS Aired statewide from January through April 2026 with repeat seasonal placements. • Total Broadcast Impressions: 117,600 statewide

• Portland DMA: 84,427 impressions • Bangor DMA: 33,397 impressions • YouTube Impressions: 4.6K • Instagram Impressions: 22.8K GREATER PORTLAND, WINTER

Aired statewide from March through April 2026 with additional repeat placements supporting winter and shoulder-season visitation. • Total Broadcast Impressions: 117,600 statewide

• Portland DMA: 84,427 impressions • Bangor DMA: 33,397 impressions • YouTube Impressions: 1.5K • Instagram Impressions: 13.2K

Photo Credit: Maine Life

Partially supported by MTMPP Regional Grant.

WINTER WEEKDAYS CAMPAIGN

THE PURPOSE Winter Weekdays is designed to drive local and visitor traffic during Maine’s slowest winter weekdays, supporting hospitality businesses and the local economy. By bringing existing promotions together on WinterWeekdays.com, the initiative creates a simple, centralized resource that encourages off-season dining, Amplify participating businesses and their midweek offerings through a coordinated marketing campaign spanning digital, social media, email, radio, earned media, and influencer partnerships. By increasing awareness and making it easy for consumers to discover deals and experiences, Winter Weekdays encourages locals and visitors to dine, explore, and stay overnight during the winter season. exploration, and overnight stays. OUR STRATEGY

BUSINESS PARTICIPANTS • Accommodations: 32 • Drinking + Dining: 80 SOCIAL MEDIA INFLUENCERS Influencer

WINTERWEEKDAYS.COM • Views: 14,239 • Average Engagement Time Per Active User: 3m

Instagram Followers Average Story Views

@outofofficeenthusiasts @themainefoodies @travelikealocalma

39.5k 108k 109k 28.8k

1.2k

15.8k 10.7k

@eatingthroughtheseacoast

545

EMAIL MARKETING Month Sent Date Recipients Open Rate Click Rate January 1/21/2026 59,747 30.8% 0.7% February 2/25/2026 55,672 32.3% 0.7% March 3/23/2026 60,142 31.19% 0.94%

RACK CARD • Printed: 1.5k • Distribution: Visit Portland Ocean Gateway and Portland International Jetport BOSTON RADIO • Boston’s Mix 104.1 has an average daily reach of 3,693,200. • Approximately 241 spots ran during the campaign. PHOTOGRAPHY • Photographers: Nicole Wolf, Andy Austin, and Mat Trogner • Photos: A mix of indoor and outdoor winter scenes across Greater Portland, highlighting the area’s charm, the variety of things to do, and clearly showcasing each location.

Partially supported by MTMPP Regional Grant.

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Photo Credit: Mat Trogner

TARGETED DIGITAL DISPLAY Channel

MEDIA EXPOSURE • ARC Maine: Appearance by Lynn Tillotson on February 26 to discuss the Winter Weekdays campaign • WGME Local News: “Portland’s Winter Weekdays Aim to Boost Restaurants and Hotels in Winter Months” • MSN Travel: “Save Money on Food and Lodging in Maine This Winter During Winter Weekdays” • Central Maine: “ Visit Portland Launches Winter Weekdays Hospitality Promotion” • NewsBreak Boston: “Save Money on Food and Lodging in Maine This Winter During Winter Weekdays” • Portland Food Map: Events coverage featuring Winter Weekdays promotions and participating restaurants • News Center Maine: Winter Weekdays video segment

Clicks Impressions CTR

Facebook Prospecting Instagram Prospecting Facebook Remarketing Instagram Remarketing

7,286 376,167

1.94%

3,105 200,000

1.55%

3,752 331,049

1.13%

5,405 219,267

2.47%

TOWNSQUARE MEDIA Metric Value Total Reach 302,000 Frequency 6.5 Gross Impressions 1,953,000 Total Spots 840

META ADS Metric

Value 45,783

Views

Landing Page Views

891

CPC CTR

$0.22 1.95%

Photo Credit: Mat Trogner

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BOSTON RADIO CAMPAIGN + GREGG DANIELS

THE PURPOSE Increase winter visitation from the

OVERVIEW From January through March, Visit Portland partnered with Gregg Daniels and Mix 104.1 on a winter campaign promoting weekday travel to Greater Portland. The partnership included 245 on-air promotional spots and integrated feature mentions across station programming, highlighting the region’s culinary, cultural, and coastal appeal to Boston audiences. The campaign concluded with an in-market visit from Daniels and his family, generating authentic

Greater Boston market by positioning Greater Portland as an accessible coastal destination for weekday getaways, dining, and seasonal experiences. OUR STRATEGY Engage Boston-area travelers through a trusted media voice and authentic destination storytelling , using on-air promotion and firsthand experiences to showcase Greater Portland as an appealing winter getaway.

storytelling that positioned Greater Portland as an accessible and sophisticated winter getaway for drive-market travelers. CAMPAIGN HIGHLIGHTS BOSTON MARKET REACH • 245 total :15 radio spots • Consistent exposure across peak commuter and lifestyle programming • Targeted Greater Boston drive-market audience INTEGRATED ON-AIR MENTIONS In addition to paid spots, the partnership included 55 feature mentions integrated into regular station programming, creating more organic destination visibility and reinforcing campaign messaging throughout the winter season. HOSTED DESTINATION EXPERIENCE In March, Gregg Daniels and his family visited Greater Portland to experience the region firsthand. The trip allowed the campaign to extend beyond traditional advertising through authentic storytelling focused on the area’s winter dining, culture, and coastal experiences.

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MAINE OFFICE OF TOURISM CO-OP PROGRAM

THE PURPOSE By strengthening the region’s digital presence and growing our destination website’s reach, we’ll inspire off-peak and winter visitation through compelling, targeted storytelling. Additionally, strategic retargeting efforts will help re-engage potential visitors and ensure strong return on investment. OUR STRATEGY Together, we’re tapped into Maine Office of Tourism’s brand momentum and leveraged data from Zartico to strategically target travel intenders through geographic, behavioral, and contextual lenses. From winter sports and holiday events to foodie experiences and arts & culture, this campaign captured the full spirit of Maine in winter.

OVERVIEW Partnering with the Maine Office of Tourism, Visit Portland participated in an eight-week holiday/winter co-op campaign that combined statewide and regional marketing efforts to elevate Greater Portland’s visibility, inspire travel, and drive traffic to the destination. CAMPAIGN DETAILS • Tactic: Digital Display • Run Dates: 10/13 – 12/8 PERFORMANCE METRICS • Impressions: 2,508,065 • Clicks: 1,026 • Click-Through Rate: 0.04% • Conversions: 6,463 • Conversion Rate: 0.26% (Above the Maine Office of Tourism benchmark of 0.18%)

Partially supported by MTMPP Regional Grant.

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VISIT PORTLAND ORGANIC SOCIAL MEDIA

THE PURPOSE Inspire travel and strengthen Greater Portland’s destination brand by sharing authentic stories that showcase the people, culture, businesses, and experiences that define our community. OUR STRATEGY Create platform-specific content that highlights local voices and experiences while strategically boosting high-performing posts to reach new audiences. This approach expands awareness, increases engagement, and encourages visitation that benefits local businesses and the regional economy.

ORGANIC SOCIAL PERFORMANCE Platform Followers Instagram 81,600 Facebook 51,000 Threads 13,600 Pinterest 839 TikTok 2,451 LinkedIn 2,035

HIGHTLIGHTS • Our Facebook audience continues to grow steadily, with 81,039 followers year-to-date and a net gain of 346 since January 1, 2026. Engagement remains strong at 20,691 interactions, reflecting ongoing interest and activity from our community. • Instagram content is reaching a wider audience, with 305.1K total views (+33%) and 95.6K unique accounts reached (+56%). Most of this growth comes from new users, as 71.9% of views and 84K of reach are from non-followers, demonstrating the platform’s role in attracting new audiences. Interactions remain high at 3.4K, with 77% coming from followers, showing continued engagement from our core audience. • LinkedIn performance shows strong recent growth: total followers increased 39 (+70%) over the last 30 days, and content engagement is rising sharply (179 reactions, 5 comments, 5 reposts, all up significantly). This indicates growing visibility and interest among industry professionals and local partners.

Data Source: Meta

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