Annual Report FY26

FOCUSED + AMPLIFIED WINTER MARKETING

CONTINUED DEVELOPMENT OF INCLUSIVE MARKETING Visit Portland will continue advancing its inclusive marketing strategy by ensuring our destination marketing authentically reflects the people, cultures, and experiences that define Greater Portland. Building upon audience research, the Lightkeepers storytelling initiative, and newly developed creative assets, we will expand our efforts to engage diverse traveler audiences while continuing to strengthen our appeal among traditional visitor markets. Through authentic storytelling, representative imagery, targeted outreach, and strategic partnerships, we will showcase Greater Portland as a welcoming destination where visitors can see themselves reflected in the community. By sharing a more complete and accurate picture of our region, we aim to deepen connections with travelers, broaden our reach, and reinforce Greater Portland’s reputation as an inclusive and welcoming destination for all.

Visit Portland will expand its winter marketing efforts to strengthen Greater Portland’s position as a year-round destination and increase visitation during traditionally slower months. Through targeted campaigns, compelling storytelling, and strategic partnerships, we will showcase the region’s unique winter experiences, including its acclaimed culinary scene, arts and culture offerings, shopping, outdoor recreation, and coastal character. By highlighting the benefits of visiting during the winter season, we aim to drive overnight stays, support local businesses, and contribute to a more balanced and sustainable visitor economy. This initiative will help generate year-round economic activity, support workforce stability, and reinforce Greater Portland’s appeal as a welcoming destination in every season.

Photo Credits: Capshore Photography

Photo Credit: Avery Lehman

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