Guest: Marcus Hibdon, VP of Communications, Travel Portland

In this episode of Field Notes: Insights and Observations for the Travel Market, Eric Hultgren speaks with Marcus Hibdon, Vice President of Communications for Travel Portland, about what makes Portland a distinctive destination and how DMOs can think strategically about infrastructure, storytelling, and evolving travel sentiment.

From Portland’s thoughtful transportation system to its globally recognized culinary scene, the conversation explores how intentional design, local culture, and authentic storytelling shape visitor experiences. Marcus also shares how international travel dynamics are affecting destinations today and why relationships—not campaigns—are the long-term strategy for global tourism recovery.

Designing Cities for Visitors and Locals Portland’s transportation system—including the MAX light rail and extensive bike infrastructure—reflects decades of planning focused on accessibility and livability. Instead of prioritizing highway expansion, the city invested in light rail and multimodal transportation, creating a system that benefits residents and visitors alike.

The Airport as the First Brand Experience The newly renovated Portland International Airport illustrates how infrastructure can become part of the destination narrative. Built with sustainably sourced wood and designed to reflect Oregon’s natural environment, the airport serves as both the first and last impression visitors experience when traveling to the city.

International Travel Headwinds Marcus discusses how international sentiment toward travel to the United States has softened in recent years. Instead of aggressive marketing, Travel Portland is focusing on maintaining strong relationships with international partners and waiting for the right moment to welcome travelers back.

Destination Differentiation Rather than competing on common features like outdoor recreation or urban amenities, Travel Portland emphasizes what makes the city unique—its proximity to nature, distinctive culinary culture, and the ability to experience both urban and rural Oregon within minutes of downtown.

The Power of Local Stories Marcus highlights an important philosophy for DMOs: “Your frontline is your bottom line.”

From chefs and farmers to servers and small business owners, the people who power a destination often become the most compelling storytellers.

Portland’s Culinary Culture The city’s restaurant scene blends international influences with local ingredients sourced directly from nearby farms. This approach has helped Portland build a reputation for innovative, accessible, and chef-driven dining experiences.

Marcus shares what visitors should do if they want to experience Portland beyond the typical tourist itinerary.

Highlights include:

• Exploring the city by bike • Visiting local coffee shops and craft breweries • Experiencing Portland’s seasonal, farm-driven food culture • Hiking in Forest Park, one of the largest urban forests in the United States • Spending time in neighborhood districts rather than sticking to tourist corridors

Portland’s geography makes it easy to combine urban experiences with outdoor exploration, with mountains, rivers, forests, and the Pacific coast all within easy driving distance.

When asked what he would do with unlimited funding, Marcus didn’t mention ad campaigns or infrastructure.

Instead, he pointed to creators.

If resources were unlimited, he would invest heavily in social media creators and travel influencers, funding them to produce authentic storytelling and amplifying their content with paid distribution.

The reasoning is simple: Creators already have trusted audiences, and those audiences believe their stories.

For DMOs, the future of destination marketing may depend less on polished brand campaigns and more on trusted storytellers who already hold attention online.