Annual Report FY26

BRAND ROLLOUT

WORKFORCE SUPPORT + DEVELOPMENT Recognizing that a strong visitor economy depends on a strong workforce, Visit Portland has begun development of a Hospitality Workforce Community designed to support workforce recruitment, retention, and career development across the region’s tourism and hospitality industries. More than a job board, the platform will serve as a centralized resource connecting current and future hospitality professionals with career pathways, training opportunities, industry resources, networking events, and employment opportunities. The website will showcase the people behind the industry through employee stories and video testimonials, highlighting the diverse and rewarding careers available within hospitality. By promoting the industry as a viable long-term career path and strengthening the workforce pipeline, this initiative supports local businesses, enhances the visitor experience, and contributes to the long-term sustainability of Greater Portland’s visitor economy.

Following the completion of the brand development process, Visit Portland’s next priority is to fully activate the new destination brand across all visitor-facing channels. This includes launching a redesigned VisitPortland.com that reflects the brand’s visual identity, voice, and storytelling approach while providing an engaging and intuitive experience for travelers. The new website will serve as the foundation for how visitors discover, plan, and experience Greater Portland. In addition, Visit Portland will develop integrated marketing campaigns that bring the new brand to life through compelling imagery, video, and storytelling. Central to this effort is the continued expansion of the Lightkeepers campaign, which highlights the people, cultures, and experiences that shape our community. By showcasing authentic local voices and creating a consistent brand experience across all platforms, we will strengthen Greater Portland’s identity, deepen connections with visitors, and more effectively communicate what makes our destination unique.

Photo Credit: Avery Lehman

Photo Credit: Avery Lehman

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