Annual Report FY26

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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