Annual Report FY26

VISITPORTLAND.COM

THE PURPOSE The purpose of Visit Portland’s website is to inspire travel, provide trip-planning resources, and connect visitors with the businesses, experiences, and communities that make Greater Portland a premier destination. OUR STRATEGY Building on our proven SEO growth strategy, we are maintaining our two-pronged approach as we prepare for the upcoming launch of our new website. This transition will allow us to further refine our efforts in optimizing both new and existing pages to maximize search visibility. We remain focused on targeting high value specialty markets—including meetings, weddings, travel trade, and international audiences —by aligning strategic keywords with content designed for their specific needs. By prioritizing comprehensive website health and specialized content through this site launch, we will continue to drive qualified traffic and increase conversions across these key niche segments.

OVERVIEW Visit Portland’s website continued to deliver strong results in 2025, generating more than 2.5 million page views while significantly increasing both user engagement and new visitor acquisition. New users grew nearly 24% year-over-year, reflecting the effectiveness of ongoing content, SEO, and digital marketing efforts. Engagement rates also increased substantially, demonstrating that visitors are finding relevant content and spending meaningful time exploring the site. The website remains one of Visit Portland’s most important marketing tools, driving destination awareness and supporting visitor conversion throughout the travel planning process. 2025 WEBSITE PERFORMANCE

• Total Views: 2,540,717 (+3.38% vs. 2024) • New Users: 929,773 (+23.84% vs. 2024) • Engagement Rate: 85.07% (+29.2% vs. 2024) • U.S. Audience Share: 92% TOP USER MARKETS CITY USERS

ENGAGEMENT RATE

Boston, Massachusetts New York, New York

85k 55k 15k 14k

85% 85% 81% 87% 92% 93% 94% 78% 98% 100%

Chicago, Illinois Ashburn, Virginia

Philadelphia, Pennsylvania 8.4k

Jessup, Maryland Dallas, Texas Houston, Texas

7k 7k 6k 6k 5k

Bloomfield, Connecticut

Aurora, Colorado

44