LANDACKNOWLEDGEMENT
ThePortlandmetroarearestsontraditionalvillagesitesoftheMultnomah,Kathlamet, Clackamas,Chinook,TualatinKalapuya,Molallaandmanyothertribesandbands.
Forthousandsofyears,thesegroupscreatedcommunitiesandsummerencampments alongtheColumbiaandWillametteriversandharvestedandusedtheplentifulnatural resourcesofthearea.
TheIndianRemovalActof1830andOregonDonationLandActof1850forcibly removedthesetribesandofferedfreelandtowhitesettlers,whoquicklylaidclaimto2.5 millionacresoftriballand,includingallofwhatisnowPortland.Itisatestamenttothe resiliencyofIndigenouspeoplesthatPortland’surbanNativecommunitynowincludes nearly70,000peoplefromnearly400tribes.
TravelPortlandtakesthisopportunitytoacknowledgethishistory,tohonortheregion’s NativeAmericancommunity,andtothanktheoriginalcaretakersofthisland.
ABOUTUS
OurMission
Wegeneratetraveldemand thatdriveseconomicimpact forPortland.
OurValues
•Wecareaboutourcityandourcommunity.
•Weareapproachableandwelcoming.
•Weholdourselvesaccountableformakingequity, diversity&inclusionmorethanjustwords.
OurVision
TravelPortlandisapromoter andstewardofthisevolvingcity anditsprogressivevalues,which havethepowertotransformthe travelerswhovisitus.
•Weassumegoodintentandinvite collaboration.
•Wetakeprideinourworkandalwaysseekto dobetter.
•Weareresponsiblestewardsofourfinancial resources.
OURKEYBUSINESSPRIORITIES
1.Implementequity,diversity,inclusionandaccessibilitypractices acrossTravelPortland’soperationsandstrategies
2.MonitorandenhancePortland’sreputationasavisitordestination
3.GeneratedemandforPortlandasaleisure-traveldestination
4.Generateconventionbusinessopportunitiesforthecity
OURAPPROACH
AtTravelPortland,we holdourselves accountableformaking equity,diversityand inclusionmorethanjust words.
Objectives
Increasevisibilityandunderstandingof theTravelPortlandEducationand TrainingFoundation
EnhanceandexpandEDIAinitiatives
Strengthenlocalengagementand collaborationwithdiversecommunities tohelpadvancetourismgoals
Investinthetraining,attractionand retentionofadiversetourism workforce
BeaccountabletoEDIAprioritiesby improvingsystemsandprocessesthat trackandmeasureprogress
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INCREASEVISIBILITY&UNDERSTANDINGOFTHE TRAVELPORTLANDEDUCATIONANDTRAINING FOUNDATION
We'llgeneratesupportforthereimagined TravelPortlandEducationandTraining Foundationbycreating:
•anannualgivingplan;
•donorcultivationevents;
•compellingmarketingassetsthat communicatethefoundation'spurposeand impact;and
•anannualfundraisereventsettolaunch inFY26.
ENHANCEANDEXPANDEDIAINITIATIVES
Committedtoourvalueofholdingourselvesaccountableto makingequity,diversityandinclusionmorethanjust words,wewill:
•enhanceEDIA-centeredstafftrainingcontentand delivery;
•continuetomonitorandsupporttheadvancementofthe MulticulturalSales&ServicesStrategytoensure ongoingprogress;
•createaplantoenhancethetrackingandreportingofour supplierdiversityinitiatives;and
•developanEDIAdashboardtocomprehensively monitorbothinternalandexternalefforts.
STRENGTHENLOCALENGAGEMENT& COLLABORATIONWITHDIVERSECOMMUNITIES
TOADVANCETOURISMGOALS
ToensurethatPortland’sdiversecommunitiesbenefit fromthetourismeconomy,we’llstrengthenourlocal engagementandcollaborationby:
•implementingaMulticulturalTourism AdvisoryCommittee(MTAC);
•continuingtoinvestinculturaleventstofoster appreciationandconnection;
•continuingtohostandexpanduponThe BelongingDinnerSeries;and
•supportingandtrackingtheprogressof destinationaccessibilityinitiatives.
Photo:AdweleAgboola
INVESTINTHETRAINING,ATTRACTIONAND RETENTIONOFADIVERSETOURISMWORKFORCE
We'llchampionadiversehospitalityworkforceby:
•forgingstrategicpartnershipswithindustry stakeholders,secondaryschools,localuniversitiesand colleges,andcommunity-basedworkforcetraining programs;
•providingEDIA-centeredtrainingtohotelpartners;
•collaboratingwithhospitalitypartnerstoidentify andaddressworkforcegapsandneeds;and
•investingincommunity-basedworkforce initiativestoincreaseanddiversifythelocaltalent pool.
Photo:POIC+Rosemary AndersonHighSchool
PERFORMANCEMEASURES
We’llcontinuetoutilizeDestination International’sSocialImpact
AssessmentTooltoensure internalaccountability–and measureoureffectivenessagainst industrystandardsandprogress towardourinclusiongoals.
Photo:DestinationsInternational
ConventionSales Reportoneffortstoattract conventionsofdiverse organizations,including Black,HispanicorLatino, Asian,Indigenous, LGBTQ+,Peoplewith Disabilitiesandanyother groupswhoself-identifyas diverse.Reporttoinclude: newbookings;total bookings;roomnightsfrom bookings;leads;andleads lost.
Metropolitan Exposition& Recreation Commission (MERC)
TravelPortlandshall:
•complywithMERC'sFirst OpportunityTargetArea (FOTA)Program;and
•providewrittenreportsthat detailtheorganization’s FOTAcomplianceefforts.
Community Engagement
TravelPortlandseeksto maintainandgrowthe numberofminority partnersactively participatingwithour programs,servicesand activities.
OURAPPROACH
TohelpshapePortland’s reputation–whichis determinedbywhatour customerssay,notwhatwe say–fiveobjectivesguide ourwork.
StrengthenPortland’sbrand
Elevatethevisitor experience Page17
Committodestination stewardship Page18
ElevateadvocacywithCity andstakeholderagencies Page19
Doourparttorestore Portlandpride
STRENGHTENPORTLAND’SBRAND
•Investindrivingleisuredemand(Page21).
•DoourparttorestorePortlandpride(Page19).
•Continuetocommittodestination stewardship(Page17).
•ImplementourVisitor-FacingStrategy,which servesourguests’in-marketneeds,meetsthem wheretheyareandsupportstheiron-the-ground experience.
•Continuewithpro-activestorytellingand positivemessagingviadigital&printed channels.
ELEVATETHEVISITOREXPERIENCE
•Maintainengagementwith11tourism industrysectors.
•OperateanexceptionalPortlandVisitor Center.
•Continuewithannualprintedanddigital contentandvisitorcollateralandtools.
•Developandimplementadestination trainingprogramforfront-line/visitorfacingstaffs,includingtaxiandride-share drivers.
COMMITTODESTINATIONSTEWARDHIP
•Investinandimplementthreefunding programs.
•Collaboratewithnamedpartnerorganizations toimplementGov.Kotek’sPortlandCentral CityTaskForcerecommendations.
•LeadandmanagePortlandregionscopein partnershipwithTravelOregonand Washington,Clackamas,Multnomahand Columbiacounties.
•SupportannualF&B/diningpromotion thatevolvesasthecitychanges.
ELEVATEADVOCACYWITHCITY/STAKEHOLDERAGENCIES
•Investinandimplementindustryevents, includingStateoftheIndustry,Awards,etc.to continuallystrengthenthelocaltourism industryandfurtherapositiveindustry narrative.
•Supportpartnerorganizations’missions.
•Providethoughtfulsupporttoexternal speakingengagements.
•Evolve“issues”communications, developmentandimplementation/ distributionoftools.
DOOURPARTTORESTOREPORTLANDPRIDE
•Engagewithastrategiccommunicationsfirm tochangethenationalmedianarrative.
•Elevategoodnews.
•Identifyandamplifylocalchampionsviaour programsandevents.
•Workwithlocalindustrypartnersfor programminginthePortlandVisitorCenter, includingWestEndWednesdays.
•PartnerwithPortland-basedorganizationsto connectthemtoresidentsandvisitorsatthe PortlandVisitorCenterandduring interactionsatvisitorservices’pop-ups.
PERFORMANCEMEASURES
ConsumerSentiment
Reportconsumers’perceptionsofPortland ascapturedviaquarterlynationalsurvey.
PublicRelations
•Measureandreportthemedianarrative inoutletsactivelytargetedbyTravel Portland’smediarelationsefforts. Measurementstoinclude:thenumberof placements,totalimpressions,and alignmentwiththetop10keywords identifiedbyTravelPortlandstaff.
•Measureandreportthenumberofmedia engagementsinwhichatleastone minority-ownedbusinessishighlighted.
CommunityEngagement
•Conductabiennialsurveyofvisitor industrybusinessesandleadersto gaugeknowledgeandenthusiasm forTravelPortlandprograms.
•Ensurerepresentationfrom Multnomah,Clackamas, WashingtonandColumbia countiesintheelevenindustry sectors.
•ContinuetoworkwiththeState andMultnomah,Washington, ClackamasandColumbiacounties inpursuitofcooperative opportunities.
OURAPPROACH
Withbusinesstravellaggingandthe conventionpipelineneedingtimetorefill,TravelPortlandwillmakestrategic, aggressiveinvestmentsthattarget leisuretravelersandgenerateovernight staysatPortlandhotelsandshort-term rentals.
Partnerwith thePortland Events&FilmOffice
DRIVINGAWARENESS
Tocapturetheattentionofleisuretravelers,we'll:
•deployayear-round,proactivepublic relationsprogramofworkthatgenerates positiveearnedmediacoveragethat differentiatesPortlandasacompellingtravel destination;
•createseasonaladvertisingcampaignsthat targetkeyWestCoastfeedermarkets;and
•expandourefforts,whenmarketconditions warrant,toEnglish-speakinginternational marketsthathavedirectflightstoPDX, includingCanada,theUKandtheNetherlands.
DRIVINGENGAGEMENT
We’llleanonvideocontenttodriveengagement, whichwe’llensureviarobustinvestmentsinBIPOC andLGBTQ+creators,storiesandsubjects; “always-on”social-mediaadvertising;and enhancementstoTravelPortland.com,whichwe’ll supportviasearchenginemarketingand optimizationstrategies.
Internationally,we’llinvestin:
•in-marketrepresentationandPReffortsin theNetherlands,UK,JapanandKorea;and
•promotionalpartnershipswiththePortof Portland,BritishAirwaysandDeltaAirLines.
CONVERTINGTOPURCHASE/VISITATION
We'llforgepartnershipswithonlinetravel agencies(OTAs)thatgenerateincremental roomnightsforPortlandhotelsandshorttermrentals.Theseinvestmentswilltarget travelersinkeydomesticand–asmarket conditionswarrant–internationalfeeder markets.
We'llalsolooktocollaboratewithshorttermrentalpartnerssuchasHost2Host andFabstayztoshareinformationabout Portland'sdiverseneighborhoodsand inclusiveexperiences.
Advertising/sponsoredcontent
Awareness
Engagement
THEFUNNEL: ATAGLANCE
Publicrelations:earnedmedia
Socialmedia&digitalcontentstrategy
Searchengineoptimization/marketing
Onlinetravelagencies
Conversion
PARTNERINGWITHTHEPORTLANDEVENTS& FILMOFFICE
Wewillsupportandenhancethe Events&FilmOffice’seffortsto attractandbook:
•eventsthatdrawvisitorsandgenerate overnighthotel&short-termrental stays;and
•television,filmandvideoproductions thatgenerateovernighthoteland short-termrentalstays–andresultin contentthatwillcreatepositive exposureforPortland.
PERFORMANCEMEASURES
KeyIndicators
We’llmeasure:
•hoteldemand,comparing Portlandtocompetitive markets;
•changesinoccupancy,average dailyrate,RevPARandlodging taxcollections;
•consumerintenttotravelto Portland(bothregionallyand nationally);
•consumersentimentsurveys measuringpositiveandnegative sentimentaboutPortlandinkey WestCoastmarkets;
•theimpactofouradvertising campaigns,including incrementalvisitorspending.
International Visitation
AsofFY24-25,Travel
Portlandwillbewithin20% ofa5-yearrollingbasisas reportedbyTourism Economics–AnOxford EconomicsCompany.This willbetherebuildinggoal for5years(FY2026,2027, 2028,2029,2030).The competitivesetcitiesare: Denver,SaltLakeCityand Minneapolis.
Portland Events&Film Office
Workwiththe PortlandEvents& FilmOfficetodevelop performancemeasures andestablish benchmarks, incorporatingthe principlesofdiversity, equityandinclusion.
OURAPPROACH
TravelPortlandiscommitted torevitalizingthelocal conventionandmeeting ecosystem.Wewillpartner withkeystakeholdersto employinnovativemarketing solutionsandstrategic businessdevelopmentefforts thataredrivenbyunwavering determinationtosucceed.
Createcompressionwitha baseofconventionbusiness Page33
Continuetoadvance conventionsales marketing Page34
Continuetoimplementand designamulticultural salesstrategy
REGENERATETHEBUSINESSPIPELINE
Wewill:
•hostkeyindustryeventsthatshowcase thecity,generatenewleadsandchange theperceptionofPortland;
•deepencustomerengagementand relationshipsviaconferences,tradeshows andin-marketsalescalls;
•createclientpromotionsthatgenerate interest,deliverexceptionalvalueandset usapartfromourcompetition;and
•tapintotherapidly-emergingsports marketwithourpartnersatSport Oregon.
CREATECOMPRESSION
We’llleveragetechnologyplatformstodrivebusiness developmentandincreasemarketshare.
Theteamwillincentivizetargetedgroupsthatfill opendatesinourconventioncalendar.Thistactic createsastrongfoundationofgroupbusinessfor hotels,whointurncanincreasetheir occupancywithadditionalbusiness(contract,business andleisuretravelroomnights).
Theconversionratioisstrongerforclientswhovisitthe citybeforepresentingtotheirdecision-makers.Wewill maintainarobustsitetourbudgettohostclientsin Portlandtoovercomeobjections.
CONTINUETOADVANCECONVENTIONSALES MARKETING
We'llprovideproactivemarketingsupporttothesales teamthroughouttheentiresalesprocessby:
•creatingcampaigns,collateralanddigitalcontent thatelevatePortland'sappealasatop destinationformeetingsandevents;
•nurturerelationshipsandsupport prospectingefforts;
•combatnegativeperceptionswithnew promotionalvideos;and
•refreshthepresentationusedbytheteamto overcomeclients'safetyconcerns.
CONTINUETODESIGN&IMPLEMENTA MULTICULTURALSALESSTRATEGY
Tobuildstrongrelationshipswithorganizations thatrepresentdiversecommunities,wewill:
•identifyandtargetkeymulticulturalaccounts;
•buildsupportandadvocateswithinourlocal community;
•identifykeybusinessandgovernmentleaders tofurthersupportthediverseconvention groupsthatmeetinPortland;and
•developmarketingtools–videos,collateral materialandonlineassets–thatcommunicate ourmessageandsupportoursalesefforts.
PERFORMANCEMEASURES
CityofPortland
TravelPortlandwill:
•reportROIonconventionsalesand marketingprograms,utilizing DestinationsInternational’seconomic impactcalculator;
•reportoneffortstoattractconventionsof diverseorganizations;
•monitorandtrackcancellationsandlost opportunities;and
•reporttheresultsofpost-convention surveysofmeetingplannerstogauge customersatisfaction.(Minimum: 6/year.)
AdditionalPerformance Measures
TravelPortlandalsoestablishes:
•annualperformancemeasuresand contracttargetswiththe MetropolitanExposition RecreationCommission(MERC); and
•annualroom-nightgoalswiththe ConventionSalesSteering Committee.
