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
Maine’s Overnight Trip Segments
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
Visit Friends/Relatives
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
Total: 9.4 Million Total: 8.8 Million
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
Maine’s Overnight Trip Segments
Regional vs. Other U.S. Markets
0 20 40 60
Percent
Marketable Trips
Visit Friends/Relatives
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
Total: 34.3 Million Total: 35.2 Million
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.
Total: 34.3 Million Total: 35.2 Million
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 *
*Residents of New England, DC, DE, MD, NJ, NY, and PA
33
2000 Travel Year
Maine’s Competitors in Regional Market
— Touring
0 5 10 15 20
Market Share (Percent)
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 *
*Residents of New England, DC, DE, MD, NJ, NY, and PA
34
2000 Travel Year
Maine’s Competitors in Regional Market
— Outdoor
0 10 20 30
Market Share (Percent)
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 *
*Residents of New England, DC, DE, MD, NJ, NY, and PA
35
2000 Travel Year
Maine’s Competitors in Regional Market
— Beach
0 10 20 30
Market Share (Percent)
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 *
*Residents of New England, DC, DE, MD, NJ, NY, and PA
36
2000 Travel Year
Maine’s Competitors in Regional Market
— Special Event
0 10 20 30
Market Share (Percent)
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 *
*Residents of New England, DC, DE, MD, NJ, NY, and PA
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
Base: Trips by Non-Residents to Maine
48
2000 Travel Year
Job Creation by Sector
Base: Trips by Non-Residents to Maine
Total: 116,000
Services(64%)
Retail(31%)
Construction(2%)
Wholesale(3%)
49
2000 Travel Year
Sales by Sector
Base: Trips by Non-Residents to Maine
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%
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
0 20 40 60
Percent
Male
Female
49
51
50
50
Maine U.S. Norm
59
2000 Travel Year
Age
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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)
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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)
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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)
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
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)
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips
Relative Importance
Adult AtmosphereFamily Atmosphere
ExcitingWorry Free
UniqueSightseeing
AffordablePopular
Sports & RecreationLuxurious
ClimateEntertainment
102
2000 Travel Year
Maine Product DeliveryOvernight Marketable Trips
Base: Overnight Marketable Pleasure 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
Base: Overnight Marketable Pleasure Trips
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
Base: Overnight Marketable Pleasure Trips