Tourism Master Plan for Portland

Portland is a powerfully attractive place that draws ever-increasing numbers of visitors to the city and surrounding region. In 2017, tourism in the Portland metro region generated $5.1 billion in direct spending and supported over 35,000 jobs. What visitors love about the city and why residents love to live here are often one and the same. On many levels, Travel Portland’s mission — “to strengthen the region’s economy by marketing the metropolitan Portland region as a preferred destination for meetings, conventions and leisure travel” —  is succeeding.

To ensure that this success continues, while preserving what we love about our city, Travel Portland is evolving to manage the destination as well as market it. We want to be intentional about how the quality of life for residents can be balanced with the quality of the visitor experience, and how we can responsibly grow our tourism industry for the benefit of all. That’s why, in 2016, we embarked on a two-year journey to create our first Tourism Master Plan for Portland (PDF, 32.2 MB), engaging hundreds of stakeholders and citizens.

Areas of focus

The resulting plan recommends three broad areas of focus and 10 action items and inflection points to direct Travel Portland’s work in the coming decade:


  1. Authenticity
  2. Cultural Diversity and Community Engagement
  3. Makers’ Movement
  4. Neighborhood Business Districts


  1. Tourism Development Funds
  2. Festivals & Events plus Signature Events
  3. James Beard Public Market plus Restaurants


  1. Vulnerable Communities
  2. Tourism Transportation
  3. The Green Loop