Annual Report FY26

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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