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………………………………3 Size & Structure of Maine’s Travel Market…………………………8 Maine’s Competitive Position: Overnight Trips…………….……… 28 Travel Expenditures…………………………………………….…….36 Economic Impacts…………………………………………………….44 Overnight Marketable Trip Profile………………………………….49 Sources of Business……………………………………………………51 Demographics……………………………………………………….…56 Trip Planning & Booking……………………………………………..66 Marketable Trip Characteristics……………………………………..77 Marketable Trip Experiences………………………………………..93 Product Delivery………………………………………………………99

Results in Detail

Size & Structure of U.S. Travel Market

2000 Travel Year 5 Size of the U.S. Travel Market — 2000 Overnight Trips Total = Billion Marketable Pleasure 591 Million (39%) Business 324 Million (22%) Visit Friends/Relatives 578 Million (39%)

2000 Travel Year 6 U.S. Overnight Marketable Trip Mix — 2000 Travel Year

2000 Travel Year 7 U.S. Overnight Trip Market Trends — 2000 vs. 1999

2000 Travel Year 8 U.S. Trends by Overnight Trip Type vs. 1999

Size and Structure of Maine’s Travel Market

2000 Travel Year 10 Size of Maine’s U.S. Travel Market Overnight Trips 8.8 Million (20%) Day Trips 35.2 Million (80%) Total = 44.0 Million

2000 Travel Year 11 Size of Maine’s U.S. Travel Market Total: 43.7 MillionTotal: 44.0 Million

2000 Travel Year 12 Maine’s Overnight Trip Segments Marketable Pleasure Trips 4.3 Million (48%) Visit Friends/Relatives 3.6 Million (41%) Business Trips 0.9 Million (10%) Total = 8.8 Million

2000 Travel Year 13 Maine’s Performance versus the Regional and U.S. Markets in 2000 Base: Overnight Trips * Trips taken to all destinations by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

2000 Travel Year 14 Maine’s Overnight Trip Segments

2000 Travel Year 15 Marketable Trip Mix – Overnight Trips <1

2000 Travel Year 16 Maine Overnight Travel Trends Marketable Pleasure Trips Visit Friends/ Relatives Business Trips All Trips - 6% N/C - 10% - 11%

2000 Travel Year 17 Role of Maine Residents Total: 9.4 Million Total: 8.8 Million

2000 Travel Year 18 Maine’s Regional Market Includes New England, DC, DE, MD, NJ, NY, and PA

2000 Travel Year 19 Role of Maine’s Regional Market - Overnight Trips Regional Market * 7.0 Million (79%) Other U.S. Markets 1.8 Million (21%) Total: 8.8 Million * Trips taken to Maine by regional residents (residents of New England, DC, DE, MD, NJ, NY, and PA)

2000 Travel Year 20 Maine’s Overnight Trip Segments Regional vs. Other U.S. Markets * Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA)

2000 Travel Year 21 Marketable Trip Mix – Overnight Trips By Market * 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

2000 Travel Year 22 Maine’s Day Trip Segments Marketable Pleasure Trips 20.0 Million (57%) Visit Friends/Relatives 12.5 Million (35%) Business Trips 2.7 Million (8%) Total: 35.2 Million

2000 Travel Year 23 Maine’s Day Trip Segments Total: 34.3 Million Total: 35.2 Million

2000 Travel Year 24 Marketable Trip Mix - Day Trips

2000 Travel Year 25 Role of Maine Residents – Day Trips Total = 35.2 Million Maine Residents 17.0 Million (48%) Boston 14.1 Million (40%) Other Day Trip Region * 4.1 Million (12%) * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont

2000 Travel Year 26 Role of Maine’s Residents –Day Trips * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont. Total: 34.3 MillionTotal: 35.2 Million

2000 Travel Year 27 Trips To Maine — 2000 (Millions of trips)

2000 Travel Year 28 Trips To Maine — 1999 (Millions of trips)

Maine’s Competitive Position: Overnight Trips

2000 Travel Year 30 Maine’s Competitive Position — U.S. Travel Market Rank of Maine Among 50 U.S. States All Trips Touring Trips Outdoors Trips Beach Trips Special Event Trips

2000 Travel Year 31 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 *

2000 Travel Year 32 Maine’s Competitors in Regional Market — Marketable Trips Base: Overnight Marketable Trips by Regional Residents to All Destinations * *Residents of New England, DC, DE, MD, NJ, NY, and PA

2000 Travel Year 33 Maine’s Competitors in Regional Market — Touring Base: Overnight Touring Trips by Regional Residents to All Destinations * *Residents of New England, DC, DE, MD, NJ, NY, and PA

2000 Travel Year 34 Maine’s Competitors in Regional Market — Outdoor Base: Overnight Outdoor Trips by Regional Residents to All Destinations * *Residents of New England, DC, DE, MD, NJ, NY, and PA

2000 Travel Year 35 Maine’s Competitors in Regional Market — Beach Base: Overnight Beach Trips by Regional Residents to All Destinations * *Residents of New England, DC, DE, MD, NJ, NY, and PA

2000 Travel Year 36 Maine’s Competitors in Regional Market — Special Event Base: Overnight Special Event Trips by Regional Residents to All Destinations * *Residents of New England, DC, DE, MD, NJ, NY, and PA

Travel Expenditures

2000 Travel Year 38 Travel Expenditures In Maine Travel Year Total = $5.4 Billion Day Trips $3.1 Billion (57%) Overnight Trips $2.3 Billion (43%)

2000 Travel Year 39 Travel Expenditures In Maine — 2000 vs Total: $5.2 BillionTotal: $5.4 Billion

2000 Travel Year 40 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%)

2000 Travel Year 41 Travel Expenditures By Purpose Of Trip $3.1 Billion $2.3 Billion

2000 Travel Year 42 Travel Expenditures — Role Of Maine Residents $3.1 Billion $2.3 Billion

2000 Travel Year 43 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

2000 Travel Year 44 Travel Expenditures By Sector — Overnight vs. Day Trips $1.9 Billion $0.7 Billion $1.6 Billion $0.7 Billion $0.6 Billion

Economic Impacts

2000 Travel Year 46 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%)

2000 Travel Year 47 Economic Impact of Tourism Total Sales$8.8 Billion Jobs Created116,000 Total Payroll$2.5 Billion Base: Trips by Non-Residents to Maine

2000 Travel Year 48 Job Creation by Sector Base: Trips by Non-Residents to Maine Total: 116,000 Services (64%) Retail (31%) Construction (2%) Wholesale (3%)

2000 Travel Year 49 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

2000 Travel Year 51 Seasonality Base: Overnight Marketable Pleasure Trips

Sources of Business

2000 Travel Year 53 Sources Of Business States contributing more than 10% States contributing 3% - 10% DMAs contributing more than 5% Base: Overnight Marketable Pleasure Trips

2000 Travel Year 54 State Sources of Overnight Trips Base: Overnight Marketable Pleasure Trips from Out-of-State

2000 Travel Year 55 Urban Sources Of Overnight Trips* Base: Overnight Marketable Pleasure Trips from Out-of-State * DMA of residence

2000 Travel Year 56 Community Size Base: Overnight Marketable Pleasure Trips

Demographics

2000 Travel Year 58 Gender Base: Overnight Marketable Pleasure Trips

2000 Travel Year 59 Age Base: Overnight Marketable Pleasure Trips MaineU.S. Norm Average Age

2000 Travel Year 60 Marital Status Base: Overnight Marketable Pleasure Trips

2000 Travel Year 61 Household Size Base: Overnight Marketable Pleasure Trips

2000 Travel Year 62 Children in Household Base: Overnight Marketable Pleasure Trips

2000 Travel Year 63 Employment Base: Overnight Marketable Pleasure Trips

2000 Travel Year 64 Occupation Base: Overnight Marketable Pleasure Trips by Those Employed

2000 Travel Year 65 Income Base: Overnight Marketable Pleasure Trips

2000 Travel Year 66 Education Base: Overnight Marketable Pleasure Trips

Trip Planning and Booking

2000 Travel Year 68 Planning Cycle Base: Overnight Marketable Pleasure Trips

2000 Travel Year 69 Information Sources Used for Planning Base: Overnight Marketable Pleasure Trips

2000 Travel Year 70 Information Sources Used for Planning (Cont’d) Base: Overnight Marketable Pleasure Trips

2000 Travel Year 71 Use of the Internet for Trip Planning Base: Overnight Marketable Pleasure Trips Maine U.S. Norm

2000 Travel Year 72 Use of Information Services for Planning Base: Overnight Marketable Pleasure Trips * In 1998 and 1999, question was asked about visitmaine.com only.

2000 Travel Year 73 Reason for Using Destination Website Base: Overnight Marketable Pleasure Trips

2000 Travel Year 74 Percent Who Booked In Advance Base: Overnight Marketable Pleasure Trips

2000 Travel Year 75 Booking Cycle Base: Overnight Marketable Pleasure Trips Booked in Advance

2000 Travel Year 76 Methods of Booking Base: Overnight Marketable Pleasure Trips Booked in Advance

2000 Travel Year 77 Use of Vacation Packages and Group Travel Base: Overnight Marketable Pleasure Trips

Marketable Trip Characteristics

2000 Travel Year 79 Distance Traveled Base: Overnight Marketable Pleasure Trips

2000 Travel Year 80 Size of Travel Party Base: Overnight Marketable Pleasure Trips Total: 2.9 Total: 3.0

2000 Travel Year 81 Composition of Travel Party Base: Overnight Marketable Pleasure Trips

2000 Travel Year 82 Total Nights Away Base: Overnight Marketable Pleasure Trips MaineU.S. Norm Average Number of Nights6.05.7

2000 Travel Year 83 Length of Stay Base: Overnight Marketable Pleasure Trips Total: 6.0 Total: 5.7

2000 Travel Year 84 Transportation Used to Enter Maine Base: Overnight Marketable Pleasure Trips from Out-of-state Personal Commercial

2000 Travel Year 85 Transportation Used In Maine Base: Overnight Marketable Pleasure Trips Personal Commercial <1 *Includes Shuttlevan, Taxi and Train

2000 Travel Year 86 Accommodations* * Percent of trip nights spent in each type of accommodation Base: Overnight Marketable Pleasure Trips

2000 Travel Year 87 Sightseeing Base: Overnight Marketable Pleasure Trips

2000 Travel Year 88 Sightseeing (Cont’d) Base: Overnight Marketable Pleasure Trips n/a

2000 Travel Year 89 Sports & Recreation Base: Overnight Marketable Pleasure Trips

2000 Travel Year 90 Sports & Recreation (Cont’d) Base: Overnight Marketable Pleasure Trips n/a

2000 Travel Year 91 Particular Interests On Trip Base: Overnight Marketable Pleasure Trips

2000 Travel Year 92 Dining/Entertainment Base: Overnight Marketable Pleasure Trips n/a

2000 Travel Year 93 Shopping Base: Overnight Marketable Pleasure Trips

Marketable Trip Experiences

2000 Travel Year 95 Regions Visited Base: Overnight Marketable Pleasure Trips

GREATER PORTLAND/ CASCO BAY AROOSTOOK COUNTY DOWNEAST ACADIA KATAHDIN/ MOOSEHEAD KENNEBEC & MOOSE RIVER VALLEYS MAINE LAKES & MOUNTAINS MID COAST SOUTHERN MAINE COAST Old Orchard Beach Kennebunkport Ogunquit Kittery Freeport Boothbay Harbor Camden Bar Harbor/Acadia National Park Machias Houlton Allagash Waterway Baxter State Park/Katahdin Moosehead Lake The Forks Kingfield/ Sugarloaf Rangeley/ Saddleback Bethel/ Sunday River Sebago Lake Portland Lewiston Augusta Bangor Presque Isle

2000 Travel Year 97 Most Visited Maine Destinations Base: Overnight Marketable Pleasure Trips

2000 Travel Year 98 Other Maine Destinations Visited Base: Overnight Marketable Pleasure Trips

2000 Travel Year 99 Other Maine Destinations Visited (cont’d) Base: Overnight Marketable Pleasure Trips

Product Delivery

2000 Travel Year 101 Traveler Priorities Base: Overnight Marketable Pleasure Trips

2000 Travel Year 102 Maine Product Delivery Overnight Marketable Trips Base: Overnight Marketable Pleasure Trips

2000 Travel Year 103 Product Strengths Vs. U.S. Norm Base: Overnight Marketable Pleasure Trips

2000 Travel Year 104 Product Weaknesses Vs. U.S. Norm Base: Overnight Marketable Pleasure Trips