Annual Report FY26

BUILDING A STRONGER ECONOMY THROUGH YEAR-ROUND TOURISM

THE PURPOSE The purpose of this effort is to build a more balanced, year-round tourism economy by increasing visitation during the winter and shoulder seasons. By expanding demand beyond peak months, we support local businesses, sustain jobs, and strengthen the long-term health of Greater Portland’s hospitality industry. OUR STRATEGY Visit Portland will drive off-season visitation through targeted marketing that highlights winter experiences and seasonal offerings, while partnering with local businesses to create compelling reasons to visit beyond peak months.

WHY IS IT IMPORTANT TO INCREASE VISITATION DURING THE WINTER MONTHS?

Portland’s economy is heavily driven by tourism, but most of that activity is concentrated in the summer and fall. By increasing winter visitation, we help extend the revenue-generating season for shops, restaurants, and lodging establishments— keeping more doors open and cash registers ringing during slower months. HOW CAN WE HELP SUSTAIN JOBS AND SUPPORT A YEAR-ROUND WORKFORCE? One of the biggest challenges of seasonal tourism is maintaining a steady workforce. When visitation drops, hours are cut, and talented workers often leave for more stable opportunities. Boosting winter visitation helps keep staff employed year round, providing consistent income and improving retention in Portland’s hospitality sector.

WHAT STRATEGIES CAN HELP DRIVE WINTER AND SHOULDER-SEASON TOURISM?

To grow visitation in the off-season, we need to invest in strategic marketing that highlights unique winter experiences—like snowshoeing, cozy downtown getaways, and seasonal culinary events. Developing partnerships with local businesses to create bundled experiences or promotions can also entice visitors.

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