Sherri Brown Discusses Tourism Growth of Portland, Sustainability, and Global Appeal at the 2026 Travel and Adventure Show

Wednesday, February 4, 2026

Portland, Oregon, is steadily becoming a key destination for both local and international tourists, thanks to effective marketing efforts by Travel Portland, a focus on sustainability, and a vibrant local community. During the Travel and Adventure Show in Seattle in 2026, Sher Brown of Portland by Mouth Food Tours shared valuable insights about the city’s tourism landscape. Here’s a closer look at how Portland is positioning itself as a must-visit destination.

Sherri Brown’s Insights on Portland’s Growing Tourism Efforts

Sherri Brown from Portland by Mouth Food Tours discusses Portland’s growing tourism efforts at the Travel and Adventure Show in Seattle, where she highlights the city’s appeal as an easy getaway, saying, “It’s very easy to promote it because it’s a very easy trip. You can just go down on a weekend or a long weekend.” She explains that Travel Portland promotes the city through both consumer and B2B shows, focusing on its attractions as a winter, summer, food, and wine destination. Additionally, Brown notes that sustainability is central to Portland’s tourism initiatives, with local businesses offering organic food and LEED-certified buildings like the Cascada hotel supporting eco-tourism. On the international front, Portland maintains direct flights to Europe, including Germany, Iceland, the UK, and Amsterdam, with about 5% of visitors being international. Brown also emphasizes how the city is working to revive downtown tourism post-COVID, promoting local events and activities such as the Winter Light Festival. “Travel Portland is doing everything it can to bring people back down,” she adds, highlighting the ongoing efforts to boost both local and international tourism.

Portland’s Accessibility and Appeal for Short Trips

At the Travel and Adventure Show, Sherri Brown highlighted Portland’s strong appeal for quick weekend getaways, noting, “It’s very easy to promote it because it’s a very easy trip. You can just go down on a weekend or a long weekend.” The city’s accessibility makes it easy for visitors to plan short trips, and with its diverse offerings, Portland continues to attract people who have connections to the city, whether they once lived there or are current residents. The show brought attention to this appeal, with many excited to learn more about Portland.

Travel Portland’s Efforts to Market the City

Sherri Brown emphasized that Travel Portland is actively working on several fronts to promote the city. Through consumer-facing and B2B events, Travel Portland showcases Portland year-round, presenting the city as a destination for all seasons and interests. “Travel Portland has a lot of divisions and they’re always working on campaigns to promote Portland,” she said. These campaigns cover Portland as a winter destination, summer destination, food destination, and wine destination, along with promoting it as a hub and spoke destination due to the diverse day trips available from the city.

Sustainability in Portland’s Tourism

Sustainability is a growing trend in Portland’s tourism offerings. While Sherri Brown’s food tours primarily support local businesses, many of these businesses offer organic food, aligning with the city’s broader eco-conscious movement. Though the tours are not specifically about eco-tourism, there are plenty of initiatives underway to make Portland more sustainable. Brown pointed out that the city is seeing more buildings with LEED certification, citing the new luxury hotel Cascadia as an example of Portland’s commitment to sustainability.

Community Engagement and Local Benefits

The promotion of Portland’s tourism also heavily involves community engagement. Sherri Brown believes that tourism starts small and grows organically from local residents enjoying their city and sharing their experiences. “You need to get the locals out and engaged in their own city, and then they’re inviting their friends and family to visit,” she explained. Social media plays a major role in spreading the word as locals post about their experiences. Additionally, Travel Portland promotes local events such as the Winter Light Festival and summer festivals along the riverfront. These events are marketed not just to tourists but also to local residents, strengthening the community’s connection to the city.

Portland’s Growing International Tourism

Portland’s tourism efforts extend beyond the local and domestic markets. Brown mentioned that the city has direct flights to four European countries, including Germany, Iceland, the UK (London), and the Netherlands (Amsterdam), helping to attract more international visitors. “About 5% of our visitors are international,” she noted. Portland also has strong connections to Canada and Mexico, with flights catering to both inbound and outbound travel. Although there are no direct flights to Asia, travelers can easily connect through Seattle for direct flights to Asian destinations. Travel Portland has also fostered relationships with Japan, promoting student exchanges and increasing the flow of visitors from Asia.

Post-Pandemic Recovery and Downtown Revitalization

The COVID-19 pandemic had a significant impact on Portland’s downtown area, with fewer visitors due to remote work and restrictions. However, Travel Portland is working to revitalize downtown by promoting events and encouraging locals to engage with their city. “Travel Portland is doing everything it can to bring people back down,” said Brown. These efforts include promoting activities like biking, viewing the cherry blossoms, and shopping, with the added incentive of Oregon’s tax-free shopping, which attracts visitors from other states. Despite a slow recovery, these ongoing efforts are helping bring both locals and tourists back to downtown Portland.

Conclusion

Portland’s tourism sector is on the rise, driven by strategic marketing campaigns, community engagement, sustainability initiatives, and a strong international connection. Through the efforts of organizations like Travel Portland and local businesses, the city is continuing to grow as a year-round destination that offers something for everyone, from nature lovers and foodies to those seeking a weekend getaway. As Sherri Brown aptly put it, “It’s very easy to promote it because it’s a very easy trip.” With ongoing efforts to engage both locals and visitors, Portland’s tourism future looks bright.

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