Travel and Tourism in Maine 2000 Visitor Study Prepared for the: Maine Office of Tourism July 18,...

Travel and Tourism in Maine

2000 Visitor Study

Prepared for the:Maine Office of Tourism

July 18, 2001

Top-Line Results

Table of Contents Size & Structure of US Travel Market………………………………

3Size & Structure of Maine’s Travel Market…………………………

8Maine’s Competitive Position: Overnight Trips…………….……… 28Travel Expenditures…………………………………………….…….

36Economic Impacts…………………………………………………….

44Overnight Marketable Trip Profile………………………………….

49Sources of Business……………………………………………………

51Demographics……………………………………………………….…

56Trip Planning & Booking……………………………………………..

66Marketable Trip Characteristics……………………………………..

77Marketable Trip Experiences………………………………………..

93Product Delivery………………………………………………………

99

Results in Detail

Size & Structure ofU.S. Travel Market

5

2000 Travel Year

Size of the U.S. Travel Market —

2000 Overnight Trips

Total = 1.493 Billion

Marketable Pleasure591 Million

(39%)

Business324 Million

(22%)

Visit Friends/Relatives578 Million

(39%)

6

2000 Travel Year

U.S. Overnight Marketable Trip Mix

— 2000 Travel Year

0 10 20 30Percent

TouringSpecial Event

OutdoorsCasinoBeach

Business/PleasureCity

Theme ParkCountry Resort

CruiseSki

19

16

13

12

10

9

8

5

3

3

2

7

2000 Travel Year

U.S. Overnight Trip Market Trends — 2000 vs. 1999

-5 0 5Percent Change

All Trips

Visit Friends/Relatives

Marketable Pleasure

Business Trips

1

1

2

0

8

2000 Travel Year

U.S. Trends by Overnight Trip Type

- 2000 vs. 1999

-20 -15 -10 -5 0 5 10 15 20

% Change

TouringSpecial Event

OutdoorsCasinoBeach

Business/PleasureCity

Theme ParkCountry Resort

CruiseSki

5

-3

4

7

-2

0

-4

11

-5

11

-8

Size and Structure of Maine’s Travel

Market

10

2000 Travel Year

Size of Maine’s U.S. Travel Market- 2000

Overnight Trips8.8 Million

(20%)

Day Trips35.2 Million

(80%)

Total = 44.0 Million

11

2000 Travel Year

Size of Maine’s U.S. Travel Market

1999 20000

25

50M

illio

ns o

f Trip

s

34.3 35.2

9.4 8.8

Day Overnight

Total: 43.7 Million Total: 44.0 Million

12

2000 Travel Year

Maine’s Overnight Trip Segments

Marketable Pleasure Trips4.3 Million

(48%)

Visit Friends/Relatives3.6 Million

(41%)

Business Trips0.9 Million

(10%)

Total = 8.8 Million

13

2000 Travel Year

Maine’s Performance versus the Regional and U.S. Markets in

2000

-10 -5 0 5 10

% Growth In Overnight Trips

All Trips

Marketable Trips

-6

0

2

4

1

2

Maine Regional Market* U.S. Market

Base: Overnight Trips

* Trips taken to all destinations by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

14

2000 Travel Year


0 20 40 60 80

Percent

Marketable Trips

Friends/Relatives

Business Trips

48

41

10

39

39

22

Maine U.S. Norm

15

2000 Travel Year

Marketable Trip Mix – Overnight Trips

0 10 20 30 40 50Percent

TouringOutdoors

Special EventBeach

CityBusiness/Pleasure

Country ResortCruise

SkiCasino

Theme Park

41

20

10

9

5

3

3

3

3

1

19

13

16

10

8

9

3

3

2

12

5

Maine U.S. Norm

<1

16

2000 Travel Year

Maine Overnight Travel Trends

1998 1999 2000 1998 1999 2000 1998 1999 2000 1998 1999 20000

2

4

6

8

10

Mill

ion

s o

f Ove

rnig

ht T

rip

s

8.69.4

8.8

3.9 4.3 4.33.6

4.13.6

1.1 1.0 0.9

MarketablePleasure Trips


BusinessTrips

AllTrips

- 6%

N/C - 10%

- 11%

17

2000 Travel Year

Role of Maine Residents

1999 2000

4

8

12M

illio

ns

of

Ove

rnig

ht T

rip

s

1.5 1.3

7.97.5

Residents Non-Residents


18

2000 Travel Year

Maine’s Regional Market

Includes New England, DC, DE, MD, NJ, NY, and PA

19

2000 Travel Year

Role of Maine’s Regional Market

- Overnight Trips

Regional Market *7.0 Million

(79%)

Other U.S. Markets1.8 Million

(21%)

Total: 8.8 Million

* Trips taken to Maine by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

20

2000 Travel Year


Regional vs. Other U.S. Markets

0 20 40 60

Percent

Marketable Trips


Business Trips

53

39

8

44

45

10

Regional Market* Other U.S. Markets

* Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA)

21

2000 Travel Year

Marketable Trip Mix – Overnight Trips

By Market

0 20 40 60 80

Percent

TouringOutdoors

BeachSpecial Event

CityCountry Resort

Business/PleasureSki

CruiseTheme Park**

Casino ***

34

24

11

11

6

4

3

3

2

1

65

7

3

5

2

1

5

1

6

5

Regional Market * Other U.S. Markets

* Trips taken to Maine by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)** Nil for Other U.S. Markets *** Nil for Regional Market

22

2000 Travel Year

Maine’s Day Trip Segments- 2000

Marketable Pleasure Trips20.0 Million

(57%)

Visit Friends/Relatives12.5 Million

(35%)

Business Trips2.7 Million

(8%)

Total: 35.2 Million

23

2000 Travel Year

Maine’s Day Trip Segments

1999 20000

20

40M

illio

ns o

f Day

Tri

ps

2.8 2.7

11.5 12.5

20.0 20.0

Business Visit Friends/Relatives Marketable Pleasure


24

2000 Travel Year

Marketable Trip Mix - Day Trips

0 10 20 30 40 50

Percent

ShoppingOutdoors

BeachTouring

CityEvent

CountryCruise

SkiTheme

33

18

16

14

8

4

2

2

1

1

25

2000 Travel Year

Role of Maine Residents – Day Trips

Total = 35.2 Million

Maine Residents17.0 Million

(48%)

Boston14.1 Million

(40%)

Other Day Trip Region *4.1 Million

(12%)

* Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont

26

2000 Travel Year

Role of Maine’s Residents –Day Trips

1999 20000

10

20

30

40

Mill

ions

of

Day

Trip

s

4.0 4.1

14.4 14.1

15.9 17.0

Other Day Trip Region * Boston Residents

* Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont.


27

2000 Travel Year

Trips To Maine — 2000

Day Trips Overnight Trips

Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

9.5

10.4

20.0

0.6

3.7

4.3

24.3

VFR

5.6

7.0

12.5

0.5

3.1

3.6

16.1

Business

1.9

0.8

2.7

0.2

0.7

0.9

3.6

Total

17.0

18.2

35.2

1.3

7.5

8.8

44.0

(Millions of trips)

28

2000 Travel Year

Trips To Maine — 1999

Day Trips Overnight Trips

Trip Purpose

Residents

Non-Residents

Total Day

Residents

Non-Residents

Total Overnight

All Trips

Marketable Pleasure

9.1

10.9

20.0

0.7

3.6

4.3

24.3

VFR

5.0

6.5

11.5

0.6

3.5

4.1

15.6

Business

1.8

1.0

2.8

0.2

0.8

1.0

3.8

Total

15.9

18.4

34.3

1.5

7.9

9.4

43.7

(Millions of trips)

Maine’s Competitive Position: Overnight Trips

30

2000 Travel Year

Maine’s Competitive Position— U.S. Travel Market

Rank of Maine Among 50 U.S. States

1995 1996 1997 1998 19992000

All Trips 38 38 39 39 39 38Touring Trips 23 23 23 25 25 18Outdoors Trips 20 24 24 21 15 26Beach Trips 15 16 18 17 17 19Special Event Trips 45 47 38 44 48 42

31

2000 Travel Year

Maine’s Regional Market Share

*Residents of New England, DC, DE, MD, NJ, NY, and PA

Base: Overnight Marketable Trips by Regional Residents to All Destinations *

1994 1995 1996 1997 1998 1999 20000

1

2

3

4

5

Per

cent

4.5 4.33.8

3.5 3.7 3.83.5

32

2000 Travel Year

Maine’s Competitors in Regional Market — Marketable Trips

0 5 10 15 20

Market Share (Percent)

New JerseyPennsylvania

New YorkFlorida

VirginiaMaryland

MassachusettsMaine

New HampshireNevada

North CarolinaConnecticut

13

12

11

9

6

6

5

4

3

3

3

3

15

12

12

9

6

6

5

4

4

3

3

3

2000 1999

Base: Overnight Marketable Trips by Regional Residents to All Destinations *


33

2000 Travel Year

Maine’s Competitors in Regional Market

— Touring

0 5 10 15 20


New YorkPennsylvania

FloridaVirginia

MassachusettsMaine

Other CanadaNew HampshireOntario, Canada

California

12

12

7

7

7

6

4

4

4

4

13

11

5

7

7

5

5

4

3

4

2000 1999

Base: Overnight Touring Trips by Regional Residents to All Destinations *


34

2000 Travel Year


— Outdoor

0 10 20 30


PennsylvaniaNew York

New HampshireMaine

VirginiaMassachussetts

MarylandNew Jersey

VermontNorth Carolina

26

17

11

8

6

6

5

3

3

3

25

21

7

12

6

4

4

4

5

1

2000 1999

Base: Overnight Outdoor Trips by Regional Residents to All Destinations *


35

2000 Travel Year


— Beach

0 10 20 30


New JerseyMaryland

FloridaSouth CarolinaNorth Carolina

DelawareVirginia

Selected CaribbeanMassachusetts

MexicoMaine

New York

20

16

11

8

8

7

7

6

6

3

3

3

18

15

12

7

6

7

7

7

6

4

4

4

2000 1999

Base: Overnight Beach Trips by Regional Residents to All Destinations *


36

2000 Travel Year


— Special Event

0 10 20 30


PennsylvaniaNew York

VirginiaNew Jersey

MarylandMassachusetts

OhioFlorida

North CarolinaWashington D.C.

MaineWest Virginia

Georgia

19

17

8

7

7

7

4

4

3

3

3

3

3

19

16

8

8

7

7

3

6

4

1

2

2

3

2000 1999

Base: Overnight Special Event Trips by Regional Residents to All Destinations *


Travel Expenditures

38

2000 Travel Year

Travel Expenditures In Maine- 2000 Travel Year

Total = $5.4 Billion

Day Trips$3.1 Billion

(57%)

Overnight Trips$2.3 Billion

(43%)

39

2000 Travel Year

Travel Expenditures In Maine— 2000 vs. 1999

1999 20000

2

4

6B

illio

ns

of

Do

llars

2.3 2.3

2.9 3.1

Overnight Day

Total: $5.2 Billion Total: $5.4 Billion

40

2000 Travel Year

Travel Expenditures By Purpose Of Trip

Total: $5.4 Billion

Marketable Pleasure Trips$3.6 Billion

(67%)

Business Trips$0.4 Billion

(8%)

Visit Friends/Relatives$1.4 Billion

(26%)

41

2000 Travel Year

Travel Expenditures By Purpose Of Trip

$0 $1 $2 $3Billions of Dollars

Overnight

Day

$1.3

$2.2

$0.7

$0.7

$0.3

$0.2

Marketable Pleasure Visit Friends/Relatives Business

$3.1 Billion

$2.3 Billion

42

2000 Travel Year

Travel Expenditures— Role Of Maine Residents

$0 $1 $2 $3 $4

Billions of Dollars

Overnight

Day

$0.2

$1.4

$2.1

$1.7

Residents Non-Residents

$3.1 Billion

$2.3 Billion

43

2000 Travel Year

Travel Expenditures By Category

Retail$1.9 Billion

(36%)

Accommodations$0.7 Billion

(12%)

Recreation$0.6 Billion

(10%)

Transportation$0.7 Billion

(13%)

Food$1.6 Billion

(29%)

Total = $5.4 Billion

44

2000 Travel Year

Travel Expenditures By Sector— Overnight vs. Day Trips

$1.9 Billion

$0.7 Billion

$1.6 Billion

$0.7 Billion

$0.6 Billion

$0 $1 $2

Billions of Dollars

Retail

Food

Accommodation

Transportation

Sightseeing/Recreation

$0.6

$0.6

$0.7

$0.3

$0.2

$1.3

$1.0

$0.4

$0.4

Overnight Day

Economic Impacts

46

2000 Travel Year

Tax Revenues from Tourism

Base: Trips by Non-Residents to Maine

Total: $330.2 Million

Sales Tax$186.3 Million

(56%)

Personal Income Tax$98.8 Million

(30%)

Gasoline Tax$45.1 Million

(14%)

47

2000 Travel Year

Economic Impact of Tourism

Total Sales $8.8 Billion

Jobs Created 116,000

Total Payroll $2.5 Billion


48

2000 Travel Year

Job Creation by Sector


Total: 116,000

Services(64%)

Retail(31%)

Construction(2%)

Wholesale(3%)

49

2000 Travel Year

Sales by Sector


Total: $8.8 Billion

Services(44%)

Retail(42%)

Construction(2%)

Wholesale(12%)

Overnight Marketable Trip Profile

51

2000 Travel Year

Seasonality

Base: Overnight Marketable Pleasure Trips

0 20 40 60

Percent

January-March

April-June

July-September

October-December

11

21

51

17

19

28

33

20

Maine U.S. Norm

Sources of Business

53

2000 Travel Year

Sources Of Business

States contributing more than 10%

States contributing 3% - 10%

DMAs contributing more than 5%


54

2000 Travel Year

State Sources of Overnight Trips

0 10 20 30 40 50Percent

MassachusettsNew York

PennsylvaniaConnecticutNew Jersey

Michigan Ohio

New HampshireCalifornia

40

12

5

4

4

3

3

3

3

Base: Overnight Marketable Pleasure Trips from Out-of-State

55

2000 Travel Year

Urban Sources Of Overnight Trips*

0 10 20 30 40Percent

Boston

New York

Providence/New Bedford

Hartford/New Haven

Philadelphia

Albany/Schenectady

Springfield/Holyoke

36

9

6

4

4

4

3

Base: Overnight Marketable Pleasure Trips from Out-of-State

* DMA of residence

56

2000 Travel Year

Community Size


0 20 40 60

Percent

2.5M+

1M-2.49M

250K-999K

Under 250K

32

16

21

30

31

26

19

24

Maine U.S. Norm

Demographics

58

2000 Travel Year

Gender


0 20 40 60

Percent

Male

Female

49

51

50

50

Maine U.S. Norm

59

2000 Travel Year

Age


0 20 40 60

Percent

18-24 Years

25-34 Years

35-44 Years

45-54 Years

55-64 Years

65+ Years

14

19

21

16

12

17

12

21

24

19

13

12

Maine U.S. Norm

Maine U.S. NormAverage Age 45.1 43.6

60

2000 Travel Year

Marital Status


0 20 40 60 80

Percent

Married

Single

Divorced/Widowed

55

25

20

60

22

18

Maine U.S. Norm

61

2000 Travel Year

Household Size


0 20 40 60

Percent

1 Member

2 Members

3 Members

4 Members

5+ Members

29

36

15

14

7

22

37

16

15

10

Maine U.S. Norm

62

2000 Travel Year

Children in Household


0 20 40 60 80

Percent

No Children Under 18

Any Child Between 13-17

Any Child Between 6-12

Any Child Under 6

73

10

14

9

67

15

17

13

Maine U.S. Norm

63

2000 Travel Year

Employment


0 20 40 60 80

Percent

Full Time

Part Time

Not Employed for Pay

64

13

23

64

14

22

Maine U.S. Norm

64

2000 Travel Year

Occupation

Base: Overnight Marketable Pleasure Trips by Those Employed

0 20 40 60 80

Percent

Manager/Professional

Other White Collar

Blue Collar

Other/Armed Forces

55

16

25

3

56

17

22

5

Maine U.S. Norm

65

2000 Travel Year

Income


0 20 40 60

Percent

$75K+

$50K-$74.9K

$25K-$49.9K

Under $25K

30

26

26

18

33

23

28

16

Maine U.S. Norm

66

2000 Travel Year

Education


0 20 40 60

Percent

Post-Graduate

College Graduate

Some College

High School or Less

17

30

24

30

17

28

28

27

Maine U.S. Norm

Trip Planning and Booking

68

2000 Travel Year

Planning Cycle


1 Month or Less 2 Months 3-5 Months 6 Months or More0

20

40

60

80

Per

cent

30

1524

3037

22 19 22

Maine U.S. Norm

69

2000 Travel Year

Information Sources Usedfor Planning


0 20 40 60

Percent

Personal ExperienceOnline/Internet

Advice From Friends/RelativesBooks

Auto ClubHotel/Resort

Visitors BureauA Toll-Free Phone Number

45

30

26

24

16

16

14

13

43

29

24

16

10

20

7

11

Maine U.S. Norm

70

2000 Travel Year

Information Sources Usedfor Planning (Cont’d)


0 20 40 60

Percent

MagazinesTravel Agent

Government Tourism OfficeNewspapers

Airline/Commercial CarrierGroup Tour Company

Association/ClubTV

10

6

5

4

4

3

3

1

6

12

3

7

10

4

7

2

Maine U.S. Norm

71

2000 Travel Year

Use of the Internet for Trip Planning


1996 1997 1998 1999 2000 1996 1997 1998 1999 20000

10

20

30

40

Pe

rce

nt

812

16

21

30

37

13

18

29

Maine U.S. Norm

72

2000 Travel Year

Use of Information Servicesfor Planning


Office of Tourism visitmaine.com or maineattraction.com

0

5

10

15

20

Per

cent

9

1213

17

13

16

1998 1999 2000** In 1998 and 1999, question was asked about visitmaine.com only.

73

2000 Travel Year

Reason for Using Destination Website


0 10 20 30

Percent

Used visitmaine.com or maineattraction.com

- To obtain info about a destination

- To help choose which destination to visit

16

12

4

74

2000 Travel Year

Percent Who Booked In Advance


Maine U.S. Norm0

20

40

60

80

100

Per

cent

73 76

75

2000 Travel Year

Booking Cycle

Base: Overnight Marketable Pleasure Trips Booked in Advance

1 month or less 2 months 3-5 months 6 months or more0

20

40

60

80

100

Per

cent

36

2026

18

40

2619 15

Maine U.S. Norm

76

2000 Travel Year

Methods of Booking

Base: Overnight Marketable Pleasure Trips Booked in Advance

Travel Agent Internet0

10

20

30

Per

cent

9

24

20

25

Maine U.S. Norm

77

2000 Travel Year

Use of Vacation Packages and Group Travel


0 5 10 15 20 25

Percent

Pre-Paid Package

Escorted Group Tour

9

6

15

6

Maine U.S. Norm

Marketable Trip Characteristics

79

2000 Travel Year

Distance Traveled


0 10 20 30 40

Percent

Under 100 miles

100-299 miles

300-499 miles

500-1,000 miles

Over 1,000 miles

10

37

21

18

14

12

29

19

17

23

Maine U.S. Norm

80

2000 Travel Year

Size of Travel Party


0 1 2 3 4

Percent

Maine

U.S. Norm

2.5

2.5

0.4

0.5

Adults Children

Total: 2.9

Total: 3.0

81

2000 Travel Year

Composition of Travel Party


0 25 50 75

Percent

Spouse/PartnerChild(ren)Friend(s)

Other Relative(s)Parent(s)

Just MyselfBusiness Associate(s)

66

23

22

13

7

6

1

59

23

26

10

11

11

2

Maine U.S. Norm

82

2000 Travel Year

Total Nights Away


0 20 40 60

Percent

1 Night2 Nights

3-4 Nights5-6 Nights

7-13 Nights14+ Nights

8

18

21

15

33

6

13

21

27

12

20

8

Maine U.S. Norm

Maine U.S. NormAverage Number of Nights 6.0 5.7

83

2000 Travel Year

Length of Stay


0 1 2 3 4 5 6 7

Percent

Maine

U.S. Norm

3.9

4.3

2.1

1.4

This Place Other Places

Total: 6.0

Total: 5.7

84

2000 Travel Year

Transportation Used to Enter Maine

Base: Overnight Marketable Pleasure Trips from Out-of-state

0 20 40 60 80 100

Percent

Own CarTruck/Van/RV

Rental Car

Ferry/BoatBus

Plane

72

10

8

4

4

3

56

8

2

2

2

29

Maine U.S. Norm

Personal

Commercial

85

2000 Travel Year

Transportation Used In Maine


0 20 40 60 80 100

Percent

Own CarRental Car

Truck/Van/RVBicycle/MotorcycleMotorboat/Sailboat

Ferry/BoatBus

Other*

76

10

9

2

3

7

1

63

12

10

3

5

8

22

Maine U.S. Norm

Personal

Commercial<1

*Includes Shuttlevan, Taxi and Train

86

2000 Travel Year

Accommodations*

* Percent of trip nights spent in each type of accommodation


0 10 20 30 40 50

Percent

MotelCampground

HotelRented House

B&B/Country InnFriends/Relatives' House

Own HouseWilderness Camp

Other

24

18

14

11

11

8

4

4

6

9

14

35

4

3

4

3

20

Maine U.S. Norm

87

2000 Travel Year

Sightseeing


0 20 40 60 80

Percent

Small Towns/VillagesWilderness

Lakes/RiversNatural Environment

Historic AreasRural Areas

Landmarks/Historic Sites

67

41

39

35

29

25

23

37

26

34

24

31

21

19

Maine U.S. Norm

88

2000 Travel Year

Sightseeing (Cont’d)


0 20 40 60 80

Percent

National/State ParkViewing Wildlife

Beautiful Fall ColorsDay Cruise

Interesting ArchitectureShort Guided TourHistorical Museum

Birdwatching

19

18

15

13

11

8

8

6

12

15

3

20

9

4

Maine U.S. Norm

n/a

n/a

89

2000 Travel Year

Sports & Recreation


0 20 40 60

Percent

Went to Ocean BeachHiking

Went to Lakeside BeachSwam in a Pool

Used Sauna/Hot TubMiniature Golf

Boardwalk ActivitiesBicycling

CanoeingBackpacking

Freshwater Fishing

37

16

13

9

8

8

6

6

5

5

4

18

10

5

18

13

6

3

3

2

1

6

Maine U.S. Norm

90

2000 Travel Year

Sports & Recreation (Cont’d)


0 5 10 15 20

Percent

Saltwater FishingSnowmobiling

Downhill SkiingGolf

Sea KayakingCar/Dog/Horse Race

HuntingBowlingTennis

3

3

3

2

1

1

1

1

1

2

2

4

1

1

1

1

Maine U.S. Norm

n/a

91

2000 Travel Year

Particular Interests On Trip


0 10 20 30

Percent

Eco-Tourism

Historic Tourism

Cultural Tourism

21

20

14

11

21

16

Maine U.S. Norm

92

2000 Travel Year

Dining/Entertainment


0 20 40 60

Percent

Ate a LobsterUnique Local Foods

Fine DiningBar/Disco/Nightclub

Shows/EntertainmentMusical Performance

Fair/FestivalLocal Music

Theater/Dance/OperaArts and Crafts

Theatrical Event

45

32

18

9

8

5

5

2

1

4

1

25

19

12

18

9

4

17

2

Maine U.S. Norm

n/a

n/a

n/a

93

2000 Travel Year

Shopping


0 20 40 60

Percent

Gifts/Souvenirs

Outlet Shopping

L.L. Bean

Other Shopping

42

36

32

25

Marketable Trip Experiences

95

2000 Travel Year

Regions Visited


0 20 40 60

Percent

Southern Maine CoastGreater Portland/Casco Bay

Downeast AcadiaMid-Coast

Maine Lakes and MountainsKatahdin Moosehead

Kennebec and Moose River ValleysAroostook County

42

42

28

24

15

10

7

2

GREATER PORTLAND/CASCO BAY

AROOSTOOK COUNTY

DOWNEASTACADIA

KATAHDIN/MOOSEHEAD

KENNEBEC & MOOSE RIVER

VALLEYS

MAINE LAKES& MOUNTAINS

MIDCOAST

SOUTHERN MAINE COAST

••••

Old Orchard BeachKennebunkportOgunquit

Kittery

• Freeport

•Boothbay Harbor

•Camden

•Bar Harbor/AcadiaNational Park

•Machias

• Houlton

Alla

gash

Wat

erw

ay

Baxter StatePark/Katahdin

MooseheadLake

•

•The Forks

•Kingfield/Sugarloaf

•Rangeley/Saddleback

•Bethel/Sunday River

Sebago Lake Portland

Lewiston

Augusta

Bangor

Presque Isle•

•

•

•

495

95

95

97

2000 Travel Year

Most Visited Maine Destinations


0 20 40

Percent

Bar Harbor/Acadia ParkPortlandFreeport

Boothbay HarborKittery

OgunquitKennebunkport

Old Orchard BeachCamden

Bangor

25

20

15

15

14

12

12

12

11

10

98

2000 Travel Year

Other Maine Destinations Visited


0 20 40

Percent

Rockland/RockportAugusta

Bethel/Sunday RiverMachias

Moosehead LakeLewiston

Sebago Lake

8

5

4

4

3

2

2

99

2000 Travel Year

Other Maine Destinations Visited (cont’d)


0 5 10 15 20

Percent

FryeburgEastport/West Quoddy State Park

Baxter State Park/KatahdinPresque Isle

Kingfield/SugarloafThe Forks

Rangeley/Saddleback

2

2

2

1

1

1

1

Product Delivery

101

2000 Travel Year

Traveler Priorities


Relative Importance

Adult AtmosphereFamily Atmosphere

ExcitingWorry Free

UniqueSightseeing

AffordablePopular

Sports & RecreationLuxurious

ClimateEntertainment

102

2000 Travel Year

Maine Product DeliveryOvernight Marketable Trips


0 20 40 60 80 100Percent who Strongly Agree

Adult AtmosphereFamily Atmosphere

ExcitingWorry Free

UniqueSightseeing

AffordablePopular

Sports & RecreationLuxurious

ClimateEntertainment

83

68

53

73

57

59

56

57

63

40

50

15

76

52

52

57

43

48

53

62

36

51

54

40

Maine U.S. Norm

103

2000 Travel Year

Product Strengths Vs. U.S. Norm

0 20 40 60 80 100Difference In Percent Who Strongly Agree

Excellent snow skiingExcellent mountain climbingMountain/off road bicycling

Great canoeingGood for hiking/backpacking

Great river raftingExcellent huntingBeautiful scenery

Good place for camping

56

47

40

38

38

33

32

32

30


104

2000 Travel Year

Product Weaknesses Vs. U.S. Norm

-40 -20 0 20 40 60 80 100Difference In Percent Who Strongly Agree

Exciting casinos

Exciting nightlife/shows

Great live music

Good weather in spring

Excellent climate overall

-35

-30

-25

-22

-16


Travel and Tourism in Maine 2000 Visitor Study Prepared for the: Maine Office of Tourism July 18,...

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Transcript of Travel and Tourism in Maine 2000 Visitor Study Prepared for the: Maine Office of Tourism July 18,...