1. Maine’s Summer Phenomenon
A Season of
Challenges & Opportunities

2. Gathering Intel
 Maine Office of Tourism
 Industry Associations
 Local Chambers
 Local Businesses

3. www.visitmaine.com

4. Primary Purpose of
Overnight Leisure Trips (2011)
Outdoor Recreation 35%
Touring 25%
Shopping 15%
Special Event 7%
Cultural/Heritage Tourism 2%
Other 16%
0% 10% 20% 30% 40% 50%

5. Primary Purpose of
Leisure Day Trips (2011)
Outdoor Recreation 32%
Shopping 31%
Touring 16%
Special Event 7%
Cultural/Heritage Tourism 2%
Other 11%
0% 10% 20% 30% 40% 50%

6. Regional Leisure Trip Details (2010)
 Visitors to the region were more likely to report they
engaged in the following activities:
 Fishing
 Hiking
 Wildlife/bird watching
 Viewing fall colors
 Kayaking
 Snowmobiling
 Boating
 Skiing

7. What are your community’s
priorities?
The following questions are part of a marketing assessment
tool designed to help a community determine their
marketing readiness.
 Does the community want to be proactive in their
marketing, or would they rather be prepared to respond
when needed?
 If a commitment is made to proactively market the
community, who will be responsible for implementing the
plan?
 What resources can and will be committed to implement
the plan and for how long?
 Should the community consider partnering with a
neighboring community to market the area?

8.  Who is the community targeting: tourists? businesses?
specific industry sectors?
 What are the community’s strengths and weaknesses?
 What are the community’s opportunities and threats?
 What are the community’s marketing goals?
 What tools will the community use to promote the
area: brochures? advertising? trade shows? public
relations?
 What tracking system will be used to determine the
effectiveness of the marketing program?

9. Partnering Is Key
Successful ecotourism practices require the collaboration of all
parties, integrating diverse points of view to not only protect the
natural environment but the long-term empowerment of local
communities and distinct cultures.
Unlike traditional mass tourism in which multinational
corporations usurp high profits through revenue
leakage, ecotourism stimulates local economies with a high
multiplier effect. Ecotourism also allows indigenous people to
convey their culture in a sensitive and truthful manner, rather
than being exploited for merely a profit.
How ecotourism benefits local communities
Aug 22, 2012 | By: David Jones

10. Partners & Product Development
It is important to be aware of who in your area is
interfacing directly with the visitor.

11. It is also important to be aware of how your area is
being marketed by your local tourism businesses.

12. Nature-based Tourism Development