Annual Report FY26

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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