1. Travel and Tourism in Maine The 2004 Visitor Study Management Report Prepared for the: Maine Office of Tourism July 14, 2005

2. 2004 Travel Year 2 Table of Contents Page Background and Research Objectives 3 Research Method 4 Key Research Definitions6 Summary and Conclusions 11 Results in Detail Size & Structure of the U.S. Travel Market18 Size & Structure of Maine’s Travel Market 34 Maine Travel Trends37 Maine’s Competitive Position: Overnight Trips69 Travel Expenditures78 Economic Impacts98 Overnight Marketable Trip Profile111 Traveler Priorities and Product Delivery171

3. 2004 Travel Year 3 Background & Research Objectives  A multi-component program of Visitor Research has been conducted each year since 1996 by Longwoods International for the Maine Office of Tourism.  The program is designed to provide:  an overview on the U.S. overnight travel market  estimates of overnight and day visitor volumes to Maine  a profile of Maine’s performance within its regional overnight travel market  visitor expenditures and economic impact estimates of travel and tourism in Maine  profiles of Maine’s overnight marketable trips and travelers.

4. 2004 Travel Year 4 Research Method  The program is comprised of three research studies; they are the:  Travel USA Monitor ®  surveys the travel patterns of a representative sample of American adults (i.e. number and types of overnight trips, destinations, month of travel, and traveler demographics) and then,  returns to a representative sub-sample of them to obtain a detailed profile of trip planning and booking, the travel party, transportation, accommodation, activities, and related expenditures,  provides the U.S. Norm for comparison of state-specific findings.

5. 2004 Travel Year 5 Research Method cont’d  Maine Overnight Visitor Survey  returns for detailed follow-up among the Maine overnight trip visitors, identified through Travel USA ®, for state-specific learning.  Maine Day Visitor Survey  surveys a representative sample of residents in Maine’s day trip market  to profile the number and types of Maine day trips and related expenditures.

6. 2004 Travel Year 6 Key Research Definitions  A TRIP is defined as any day or overnight (1+ nights away from home) journey for business or pleasure outside one’s community and not part of normal routine.  Trips are the number of individual adult person trips.  If 1 adult takes a trip alone, it counts as 1 trip.  If two adults travel together, it counts as 2 trips. And, so on.  Adults may or may not have traveled with children.

7. 2004 Travel Year 7 Key Research Definitions Trip-Type Segmentation Model  Reference is made to different types of trips in this report based on Longwoods’ proprietary segmentation model.  The model was developed and refined over 16 years, based on extensive consumer research, and allows for customized marketing strategies reflecting the unique profile, needs, and opportunities of a destination.  The segments are:  Visits to Friends and Relatives (VFR) where the primary purpose of the trip is to visit friends and family  Marketable Trips  Includes all other pleasure trips and are so-called because choice of destination on these trips is discretionary and open, therefore, to marketing influence  Comprised of eleven discrete types, as described on the following page  Business Trips made exclusively for business reasons  Comprised of three types: Sales/Service, Convention/Conference/Trade Shows, and Meetings.

8. 2004 Travel Year 8 Key Research Definitions Marketable Trip-Types  Touring: Travel through areas of scenic, cultural or general interest  Special Event: Attend an event such as a fair, sports event, or festival  Combined Business/Pleasure: Business extended at least one night just for pleasure  City Trip: Visit a city for sightseeing, culture, shopping, dining, theatre, etc.  Beach: Visit to a beach resort for swimming, boating, etc.  Theme Park: A trip to visit a major theme park  Outdoors: Visit a natural area for camping, fishing, hunting, etc.  Casino: Visit to casino or casino resort for the purpose of gaming  Country Resort: Visit to a a country resort to relax, enjoy sports, recreation, etc.  Ski Trip: Trip to a ski area or resort for downhill or cross-country skiing and snowboarding  Cruise: Extended boat trip with on-board activities, stops for sightseeing, etc.

9. 2004 Travel Year 9 Key Research Definitions Markets of Interest  Maine’s Regional Market  Includes the New England states, Delaware, Maryland, New Jersey, New York, Pennsylvania, and Washington, D.C.  Maine’s Day Trip Market  Includes the states of Maine, Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont.

10. Summary and Conclusions

11. 2004 Travel Year 11 Maine’s U.S. Travel Market  The travel and tourism industry continues to be a significant and growing contributor to Maine’s economy.  An estimated 43.6 million day and overnight trips were taken to Maine in 2004, representing a ± 0% trend versus 2003.  Overnight trips accounted for 8.9 million of these, down 1% versus 2003.  Day trips accounted for 34.7 million, ± 0% versus 2003.

12. 2004 Travel Year 12 Travel Expenditures  U.S. travelers spent an estimated $6.2 billion in Maine in the year.  $4.5 billion of these expenditures were spent by out-of-state travelers.  The retail and food sector were the largest beneficiaries, capturing estimated $1.9 and $1.7 billion respectively, followed by:  transportation at $1.0 billion, recreation at $0.8 billion, and accommodations at $0.8 billion.  Day and overnight trips are both significant contributors, generating estimated spending of $3.5 and $2.7 billion respectively.

13. 2004 Travel Year 13 Economic Impact of Travel and Tourism  Based on these levels of traveler spending, travel and tourism in Maine directly and indirectly generated -  176,633 jobs in Maine  $3.8 billion in wages  over $531 million in tax revenues.  Spending by non-residents accounted for about 70% of the above totals.

14. 2004 Travel Year 14 Maine’s Market Position  Maine’s share of regional residents’ trips to anywhere softened for the third consecutive year - from 3.8% in 2001 to 3.5% in 2002, 3.3% in 2003, and 3.2% in 2004.  This share decline was apparent within the regional market as well. It declined from 5.5% to 5.3%.  Weather was an exacerbating factor for the state.  It was a cold and wet summer with temperatures well below average and precipitation well above average.

15. 2004 Travel Year 15 Overnight Marketable Travel Profile  Marketable pleasure trips continued to dominate Maine’s trip mix and the most important reasons among these for visiting were:  touring the state (32%)  enjoying the outdoors (20%)  for a beach vacation (14%)  attending a special event (11%)  Maine’s most important source of overnight marketable trips continued to be its regional market.

16. 2004 Travel Year 16 Product Delivery  Maine has an outstanding tourism product. Visitors hold favorable impressions.  The state’s signature strengths relate to:  providing a Family Atmosphere,  being Unique, yet Worry-free  with Sightseeing, as well as Sports & Recreation.

17. Results in Detail

18. 2004 Travel Year 18 Performance of the U.S. Travel Market  American adults took an estimated 1.53 billion overnight trips in 2004.  Visits to Friends/Relatives accounted for 41% of them or 616 million trips.  Marketable Trips accounted for 43% or 647 million.  Touring, Special Event, Outdoors, Casino, and Beach trips were, in rank order, the largest Marketable Trip types.  Business Trips accounted for the balance 16% or 267 million trips.

19. 2004 Travel Year 19 U.S. Travel Trends  The 1.53 billion overnight trip volume of 2004 returned the market to growth, up 2%, after a 1% decline in 2003.  Pleasure travel performed similarly, with:  VFR up 1%, recovering from 1% decline in 2003.  Marketable trips up 4%, building on growth in the previous two years,  with, in rank order of magnitude, Combined Business-Pleasure, Cruise, Outdoor, Beach City, Casino, and Touring trip-types; contributing;  whereas, Theme Park and Ski trip-types declined.  Business travel grew for the first time in five years … by 1%.

20. 2004 Travel Year 20 Size of the U.S. Travel Market 2004 Overnight Trips Total = 1.530 Billion Marketable Pleasure 647 Million (43%) Business 267 Million (16%) Visit Friends/Relatives 616 Million (41%)

21. 2004 Travel Year 21 U.S. Overnight Marketable Trip Mix 2004 Travel Year

22. 2004 Travel Year 22 U.S. Market Trends 2004 vs. 2003

23. 2004 Travel Year 23 U.S. Market Trends 2004 vs. 2003

24. 2004 Travel Year 24 Size of the U.S. Travel Market Overnight Trips 4% higher than in 1999 Base: Overnight Trips +1%+2%+4%-2%-1%+2%

25. 2004 Travel Year 25 U.S. VFR Trips Base: Overnight VFR Trips 8% higher than in 1999 -1% +1%+2% +4% +1%

26. 2004 Travel Year 26 U.S. Marketable Trips Base: Overnight Marketable Trips 11% higher than in 1999 +1% +5%+2%-2% +6% +4%

27. 2004 Travel Year 27 U.S. Business Trips Base: Overnight Business Trips -3% -6% +3% ± 0 % -10% 18% lower than in 1999 +1%

28. 2004 Travel Year 28 Marketable Trip Trends by State 2004 vs. 2003 Percent Change -1% to -10% +1 to 10% No change +11% or more -11% or more

29. 2004 Travel Year 29 Marketable Trip Trends by State 2003 vs. 2002 Percent Change -1% to -10% +1 to 10% No change +11% or more -11% or more

30. 2004 Travel Year 30 Marketable Trip Trends by State 2002 vs. 2001 Percent Change Over Time -1% to -10% +1 to 10% No change +11% or more -11% or more

31. 2004 Travel Year 31 Marketable Trip Trends by State 2001 vs. 2000 Percent Change Over Time -1% to -10% +1 to 10% No change +11% or more -11% or more

32. 2004 Travel Year 32 U.S. Marketable Trips % Change From 1994 to 2004

33. Size & Structure of Maine’s Travel Market

34. 2004 Travel Year 34 Performance of Maine’s Travel Market  Maine’s combined Day and Overnight trip market totaled an estimated 43.6 million trips in 2004.  There were 34.7 million Day trips.  60% or 20.8 million of which were Marketable.  Shopping was the leading Marketable trip-type, followed by Outdoors, Touring, and Beach trips.  33% were VFR.  7% were Business trips.

35. 2004 Travel Year 35 Performance of Maine’s Travel Market cont’d  There were 8.9 million Overnight trips.  46% or 4.2 million of which were Marketable trips.  The leading types, in rank order, were Touring, Outdoors, Beach and Special Event trips.  41% were VFR.  13% were Business trips.

36. 2004 Travel Year 36 Performance of Maine’s Travel Market cont’d  Non-residents and the nearby region were important contributors to Maine’s travel market; non-residents accounted for:  57% of Maine day trips -  42% by Boston residents and 15% by other non-residents within the day trip area.  82% of Maine overnight trips -  61% by non-residents living in the nearby region and 21% by non-residents living beyond. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

37. 2004 Travel Year 37 Maine Travel Trends  Maine’s overall travel market flattened out in 2004 after being down and up 2% in the previous two years. The number of trips was just shy of 2000 levels.  Day trips were flat for the second consecutive year.  Overnight trips were down by 1% for the second consecutive year. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

38. 2004 Travel Year 38 Maine Travel Trends cont’d By Key Segments  Among Maine’s overnight trips:  VFR dropped by 9% in 2004, to a level 11% lower than in 1999.  Marketable trips held their own, recovering from a 4% decline in 2003. Volume was nonetheless 4% shy of 1999.  Business trips grew by double-digit rates for the second consecutive year to highest level in five years.

39. 2004 Travel Year 39 Size of Maine’s U.S. Travel Market 2004 Travel Year Day Trips 34.7 Million (80%) Overnight Trips 8.9 Million (20%) Total = 43.6 Million Base: Total Overnight and Day Trips

40. 2004 Travel Year 40 Maine’s U.S. Travel Market ± 0 % +6 %-2% Base: Total Overnight and Day Trips +1 % N/C vs. 1999 +2 %

41. 2004 Travel Year 41 Maine Overnight Trips +1% - 6 % +2% Base: Overnight Trips +9% 5% lower than in 1999 -1%

42. 2004 Travel Year 42 Maine Overnight VFR Trips +1% +14% +8% Base: Overnight VFR Trips - 11% ± 0% 11% lower than in 1999 -9%

43. 2004 Travel Year 43 Maine Overnight Marketable Trips Base: Overnight Marketable Trips +10%-4% ± 0% +1%-1% 4% lower than in 1999 ±0 %

44. 2004 Travel Year 44 Maine Overnight Business Trips - 9% - 12% +6% Base: Overnight Business Trips - 11% +11% 12% higher than in 1999 +22%

45. 2004 Travel Year 45 Marketable Trip Mix Overnight Trips N/A Base: Overnight Marketable Trips

46. 2004 Travel Year 46 Marketable Trip Mix Maine Overnight Trips Base: Overnight Marketable Trips

47. 2004 Travel Year 47 Marketable Trip Mix Maine Overnight Trips Base: Overnight Marketable Trips

48. Role of Maine and Regional Residents

49. 2004 Travel Year 49 Role of Maine Residents on Maine Overnight Trips Base: Overnight Trips

50. 2004 Travel Year 50 Maine’s Regional Market Includes New England, DC, DE, MD, NJ, NY, and PA

51. 2004 Travel Year 51 Role of Maine’s Regional Market Maine Overnight Trips Total: 8.9 Million Other U.S. Markets 1.9 Million (21%) Regional Market* 7.0 Million (79 %) * Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA)

52. 2004 Travel Year 52 Role of Regional Residents on Maine Overnight Trips* Base: Overnight Trips * Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA

53. 2004 Travel Year 53 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) Base: Overnight Trips

54. 2004 Travel Year 54 Maine 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) Base: Overnight Marketable Trips <1%

55. Maine’s Day Trips

56. 2004 Travel Year 56 Maine’s Day Trips +2% -4% +3% +5% Base: Day Trips ±0%±0% 1% higher than in 1999 ±0%±0%

57. 2004 Travel Year 57 Maine’s Day Trip Segments 34.0 34.7 35.2 34.3 Base: Day Trips 34.7 34.7 Million

58. 2004 Travel Year 58 Marketable Trip Mix Maine Day Trips Base: Marketable Day Trips

59. 2004 Travel Year 59 Marketable Trip Mix Maine Day Trips cont’d Base: Marketable Day Trips

60. 2004 Travel Year 60 Role of Maine Residents Day Trips Total = 34.7 Million Maine Residents 15.0 Million (43%) Boston 14.4 Million (42%) Other Day Trip Region * 5.3 Million (15%) * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont Base: Day Trips

61. 2004 Travel Year 61 Role of Maine Residents on Day Trips Base: Day Trips

62. 2004 Travel Year 62 Role of Maine’s Residents Day Trips * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont. Base: Day Trips

63. Trip Summary

64. 2004 Travel Year 64 Trips To Maine — 2004 (Millions of trips)

65. 2004 Travel Year 65 Trips To Maine — 2003 (Millions of trips)

66. 2004 Travel Year 66 Trips To Maine — 2002 (Millions of trips)

67. 2004 Travel Year 67 Trips To Maine — 2001 (Millions of trips)

68. Maine’s Competitive Position: Overnight Trips

69. 2004 Travel Year 69 Maine’s Competitive Position Within the U.S. Travel Market  Maine’s national ranking as a travel destination among the U.S. states has remained at 38 th from 2002 through 2004.  Nonetheless, its rank for Outdoors trips dropped from the exceptional 19 th spot in 2003 to a more typical 28 th rank in 2004.

70. 2004 Travel Year 70 Maine’s Competitive Position U.S. Travel Market Rank of Maine Among 50 U.S. States 199920002001200220032004 All Trips393839383838 Touring Trips251825252828 Outdoors Trips152625231928 Beach Trips171915161617 Special Event Trips484239443941 Base: Overnight Trips

71. 2004 Travel Year 71 Maine’s Competitive Position Within the Regional Travel Market  Maine’s share of regional residents’ trips to anywhere softened for the third consecutive year – from 3.8% in 2001 and 3.5% in 2002 to 3.3% in 2003. and 3.2% in 2004.  This share decline was apparent within the regional market as well. It declined from 5.5% to 5.3%.  Weather was an exacerbating factor for the state.  It was a cold and wet summer with temperatures well below average and precipitation well above average. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

72. 2004 Travel Year 72 Maine’s Market Share Maine’s Share of Marketable Trips Taken by Regional Residents to Anywhere Base: Overnight Marketable Trips by Regional Residents to All Destinations Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

73. 2004 Travel Year 73 Region’s Market Share Region’s Share of Marketable Trips Taken by Regional Residents to Anywhere Base: Overnight Marketable Trips by Regional Residents to Anywhere Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

74. 2004 Travel Year 74 Maine’s Intra-Region Market Share Maine’s Share of Marketable Trips Taken by Regional Residents Within the Region Base: Overnight Marketable Trips by Regional Residents Within the Region Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

75. 2004 Travel Year 75 Maine’s Temperature in Summer 2004 (June-Aug) Source: ‘Climate at a Glance’; National Climatic Data Center

76. 2004 Travel Year 76 Maine’s Precipitation in Summer 2004 (June-Aug) Source: ‘Climate at a Glance’; National Climatic Data Center

77. Travel Expenditures

78. 2004 Travel Year 78 Traveler Expenditures  An estimated $6.2 billion was spent in Maine by travelers in 2004, representing stability in the market (-1% on 2003 and +1% in 2004) after robust growth in earlier years.  Day trips contributed 56% of the $6.2 billion (versus 80% of trips) or $3.5 billion.  Overnight trips contributed 44% (versus 20% of trips) or $2.7 billion.

79. 2004 Travel Year 79 Traveler Expenditures cont’d  Marketable Trips contributed $4.0 billion or 64% of the $6.2 billion total, followed in importance by:  VFR ($1.8 billion) and Business Trips ($0.4 billion).  Out-of-state travelers made a significant contribution to Maine’s economy,  spending $4.5 billion across Overnight ($2.4 billion) and Day trips ($2.1 billion).

80. 2004 Travel Year 80 Traveler Expenditures cont’d  The benefits by category, in rank order, are:  Retail – 31% of the $6.2 billion total or $1.9 billion  Restaurant Food — 28% or $1.7 billion  Transportation — 15% or $1.0 billion  Accommodation — 13% or $0.8 billion  Recreation — 13% or $0.8 billion

81. 2004 Travel Year 81 Travel Expenditures In Maine 2004 Travel Year Total = $6.2 Billion Day Trips $3.5 Billion (56%) Overnight Trips $2.7 Billion (44%)

82. 2004 Travel Year 82 Total Travel Expenditures in Maine Across Overnight & Day Trips Base: Total Overnight and Day Trips +2% +7% +4% +10%-1% 23% higher than in 1999 +1%

83. 2004 Travel Year 83 Travel Expenditures in Maine on Overnight Trips 23% higher than in 1999 Base: Overnight Trips ± 0% +3% +4% +8% +7% + 2%

84. 2004 Travel Year 84 Travel Expenditures in Maine on Day Trips 24% higher than in 1999 Base: Day Trips -2% +1%+10% +2% +12%+1%

85. 2004 Travel Year 85 Travel Expenditures By Category Retail $1.9 Billion (31%) Accommodations $0.8 Billion (13%) Recreation $0.8 Billion (13%) Transportation $1.0 Billion (15%) Restaurant Food $1.7 Billion (28%) Total = $6.2 Billion Base: Total Overnight and Day Trips

86. 2004 Travel Year 86 Travel Expenditures by Category Retail Base: Total Overnight and Day Trips -2%+2%-1% +1%

87. 2004 Travel Year 87 Travel Expenditures by Category Restaurant Food Base: Total Overnight and Day Trips Note: Includes Restaurant Food & Beverage expenditures for Breakfast, Lunch, Dinner and Snacks -5% -4% +22% +7% +8%+2%

88. 2004 Travel Year 88 Travel Expenditures by Category Transportation Base: Total Overnight and Day Trips +27%+4% +5% -1% +9% -8%

89. 2004 Travel Year 89 Travel Expenditures by Category Accommodations Base: Total Overnight and Day Trips ± 0% +10% +8%+6% +4% +10%

90. 2004 Travel Year 90 Travel Expenditures by Category Recreation Base: Total Overnight and Day Trips +7% +3%+10% -1% +36% +1%

91. 2004 Travel Year 91 Travel Expenditures By Sector Overnight vs. Day Trips $1.9 Billion $0.8 Billion $1.7 Billion $1.0 Billion $0.8 Billion Base: Total Overnight and Day Trips

92. 2004 Travel Year 92 Travel Expenditures By Purpose Of Trip Total: $6.2 Billion Marketable Pleasure Trips $4.0 Billion (64%) Business Trips $0.4 Billion (7%) Visit Friends/Relatives $1.8 Billion (29%) Base: Total Overnight and Day Trips

93. 2004 Travel Year 93 Travel Expenditures By Purpose Of Trip $3.5 Billion $2.7 Billion Base: Total Overnight and Day Trips

94. 2004 Travel Year 94 Travel Expenditures Role Of Maine Residents $3.5 Billion $2.7 Billion Base: Overnight and Day Trips

95. 2004 Travel Year 95 Travel Expenditures By Sector by Residents of Maine $502 Million $113 Million $454 Million $306 Million $292 Million Base: Total Overnight and Day Trips

96. 2004 Travel Year 96 Travel Expenditures By Sector by Non-Residents of Maine $1,417 Million $692 Million $1,292 Million $639 Million $491 Million Base: Total Overnight and Day Trips

97. Economic Impacts of Tourism Trips by Residents & Non-Residents

98. 2004 Travel Year 98 Economic Impacts  The economic impacts of tourism reported herein were provided by the Maine’s State Planning Office, based on Longwoods’ expenditure estimates.  Resident and Non-Resident travel generated:  $13.4 billion in sales of goods and services  173,181 jobs, with a payroll of $3.8 billion  $549 million in tax revenues.

99. 2004 Travel Year 99 Economic Impacts cont’d  Non-Resident travel generated just over two-thirds of the total economic impact or:  $9.8 billion in sales of goods and services,  127,689 jobs with a payroll of $2.8 billion,  $375 million in tax revenues.

100. Economic Impacts of Tourism Trips by Residents & Non-Residents

101. 2004 Travel Year 101 Economic Impact of Tourism Trips by Residents & Non-Residents 2002 2003 2004 Total Sales$13.9 Billion$13.4 Billion$13.6 Billion Total Taxes$556 Million$549 Million$531 Million Jobs Created181,090173,181176,633 Total Payroll$3.9 Billion$3.8 Billion$3.8 Billion Base: Maine Trips by Residents & Non-Residents

102. 2004 Travel Year 102 Sales by Sector Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents Total: $13.6 Billion Services (43%) Retail (43%) Construction (2%) Wholesale (12%)

103. 2004 Travel Year 103 Job Creation by Sector Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents Total: 176,633 Services (62%) Retail (33%) Construction (2%) Wholesale (3%)

104. 2004 Travel Year 104 Tax Revenues from Tourism Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents of Maine Total: $531.3 Million Sales Tax $293.6 Million (55%) Personal Income Tax $149.4 Million (28%) Gasoline Tax $88.3 Million (17%)

105. Economic Impacts of Tourism Trips by Non-Residents

106. 2004 Travel Year 106 Economic Impact of Tourism Trips by Non-Residents 2002 2003 2004 Total Sales$9.5 Billion$9.4 Billion$9.8 Billion Total Taxes$377 Million$384 Million$375 Million Jobs Created124,000122,059127,869 Total Payroll$2.7 Billion$2.6 Billion$2.8 Billion Base: Trips by Non-Residents to Maine

107. 2004 Travel Year 107 Sales by Sector Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: $9.8 Billion Services (42%) Retail (44%) Construction (2%) Wholesale (12%)

108. 2004 Travel Year 108 Job Creation by Sector Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: 127,869 Services (63%) Retail (32%) Construction (2%) Wholesale (3%)

109. 2004 Travel Year 109 Tax Revenues from Tourism Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: $375.4 Million Sales Tax $213.1 Million (57%) Personal Income Tax $108.1 Million (29%) Gasoline Tax $54.2 Million (14%)

110. Overnight Marketable Trip Profile

111. 2004 Travel Year 111 Overnight Marketable Trip Profile  This section of the report profiles Overnight Marketable Trips to Maine and draws comparisons to the U.S. Norm for such trips.  Maine’s Marketable Trip profile has remained fairly stable over the past few years, including the importance of the summer travel period.  More than half of all overnight trips occur in July, August, and September.

112. 2004 Travel Year 112 Season of Trip Base: Overnight Marketable Trips

113. 2004 Travel Year 113 Month of Marketable Trips 2001-2004 Base: Overnight Marketable Trips

114. Sources of Business

115. 2004 Travel Year 115 Overnight Marketable Trip Profile Sources of Business  Massachusetts was the most important source of non- resident overnight trips to Maine.  Massachusetts accounted for 38% of non-residents’ overnight Marketable trips and the Boston DMA itself for 36%.  The percentage of trips sourced from some DMA’s (including those of Boston and New York City) may exceed the percentage sourced from the city’s state because the DMA boundaries include some counties of adjoining states.  After Massachusetts, followed the states of New Hampshire (8%), New York (7%), Connecticut (6%), and Pennsylvania (5%).

116. 2004 Travel Year 116 Sources Of Business from Out-of-State States contributing more than 10% States contributing 4% - 10% DMAs contributing more than 4% Base: Overnight Marketable Trips from Out-of-State

117. 2004 Travel Year 117 State Sources of Overnight Trips From Out-of-State Base: Overnight Marketable Trips from Out-of-State

118. 2004 Travel Year 118 Urban Sources Of Overnight Trips from Out-of-State* Base: Overnight Marketable Trips from Out-of-State * DMA of residence

119. Demographics

120. 2004 Travel Year 120 Overnight Marketable Trip Profile Demographics  The demographic profile of the average overnight traveler to Maine was similar to the average U.S. traveler but for being somewhat older -  44.7 years of age on average versus the U.S. Norm of 43.9

121. 2004 Travel Year 121 Age Base: Overnight Marketable Trips MaineU.S. Norm Average Age44.743.9

122. 2004 Travel Year 122 Marital Status Base: Overnight Marketable Trips

123. 2004 Travel Year 123 Household Size Base: Overnight Marketable Trips

124. 2004 Travel Year 124 Children in Household Base: Overnight Marketable Trips

125. 2004 Travel Year 125 Employment Base: Overnight Marketable Trips

126. 2004 Travel Year 126 Occupation Base: Overnight Marketable Trips by Those Employed

127. 2004 Travel Year 127 Income Base: Overnight Marketable Trips

128. 2004 Travel Year 128 Education Base: Overnight Marketable Trips

129. Trip Planning and Booking

130. 2004 Travel Year 130 Overnight Marketable Trip Profile Travel Planning and Booking  Maine’s overnight visitors planned and booked further ahead than the U.S. Norm, using a variety of information sources:  the internet more often than any other single source including the advice of friends and relatives;  auto clubs, visitor bureaus, and books more commonly than the U.S. Norm.  Almost eight-in-ten of the trips were booked ahead in whole or part.  Of those booked in advance, 40% were booked over the internet compared with 6% through a travel agent.

131. 2004 Travel Year 131 Overnight Marketable Trip Profile Travel Planning and Booking cont’d  The visitmaine.com website were used to plan 18% of Maine trips.  For 12%, they were used to help obtain more information about a destination already decided upon.  For 5%, they were used to help choose which destination to visit --- whether an area of the country, a state(s), and/or a destination(s) within a state.

132. 2004 Travel Year 132 Planning Cycle Base: Overnight Marketable Trips

133. 2004 Travel Year 133 Information Sources Used for Planning Base: Overnight Marketable Trips

134. 2004 Travel Year 134 Information Sources Used for Planning cont’d Base: Overnight Marketable Trips

135. 2004 Travel Year 135 Use of the Internet for Trip Planning Maine U.S. Norm Base: Overnight Marketable Trips

136. 2004 Travel Year 136 Use of Information Services for Planning Base: Overnight Marketable Trips * Prior to 2003, numbers reflect use of visitmaine.com and/or maineattraction.com

137. 2004 Travel Year 137 Reason for Using Destination Website Base: Overnight Marketable Trips

138. 2004 Travel Year 138 Percent Who Booked In Advance Base: Overnight Marketable Trips

139. 2004 Travel Year 139 Booking Cycle Base: Overnight Marketable Trips Booked in Advance

140. 2004 Travel Year 140 Methods of Booking Base: Overnight Marketable Trips Booked in Advance

141. 2004 Travel Year 141 Use of Vacation Packages & Group Travel Base: Overnight Marketable Trips

142. Marketable Trip Characteristics

143. 2004 Travel Year 143 Overnight Marketable Trip Profile Trip Details  The average Travel Party size on Maine trips was 3.4 persons, and comprised of:  spouses (74%),  children (26%)  friends (22%)  parents (9%)  all other relatives (17%).  Only 5% of people traveled on their own.

144. 2004 Travel Year 144 Overnight Marketable Trip Profile Trip Details cont’d  The Maine trips lasted 6.3 nights on average, well beyond the 5.1 night U.S. Norm.  At either end of the scale were the one-third of trips that lasted 1-2 nights versus the four-in-ten that lasted 7+ nights.  The length of stay in Maine was, on average, 4.7 of the 6.3 nights.

145. 2004 Travel Year 145 Overnight Marketable Trip Profile Trip Details cont’d  The vast majority of travelers arrived in Maine in their own car (73%).  Few arrived by plane (5%) versus the U.S. Norm (25%) while,  more arrived by ferry/boat (5%) versus the U.S. Norm (2%).

146. 2004 Travel Year 146 Overnight Marketable Trip Profile Trip Details cont’d  Almost four-in-ten of Marketable trip nights were spent in non- commercial accommodation.  Motels were the leading commercial choice with 17% of nights.

147. 2004 Travel Year 147 Size of Travel Party Base: Overnight Marketable Trips Total: 3.4 Total: 3.3

148. 2004 Travel Year 148 Composition of Travel Party Base: Overnight Marketable Trips

149. 2004 Travel Year 149 Total Nights Away Base: Overnight Marketable Trips MaineU.S. Norm Average Number of Nights6.35.1

150. 2004 Travel Year 150 Total Nights Away on Maine Trips Base: Overnight Marketable Trips Average Number of Nights6.6 6.8 6.3

151. 2004 Travel Year 151 Length of Stay Base: Overnight Marketable Trips Total: 6.3 Total: 5.2

152. 2004 Travel Year 152 Transportation Used to Enter Maine Base: Overnight Marketable Trips from Out-of-state Personal Commercial

153. 2004 Travel Year 153 Transportation Used in Maine Base: Overnight Marketable Trips Personal Commercial

154. 2004 Travel Year 154 Accommodations Used* * Percent of trip nights spent in each type of accommodation Base: Overnight Marketable Trips N/A

155. Marketable Trip Experiences

156. 2004 Travel Year 156 Overnight Marketable Trip Profile Trip Activities and Experiences  The most popular experiences on Maine trips were:  visiting small towns/villages (64%)  the beach/ocean (59%)  eating a lobster (43%) and the unique local foods (34%)  wilderness areas (39%), touring scenic byways (36%), experiencing the natural environment (31%), and visiting historic areas (25%)  shopping for gifts and souvenirs (44%).

157. 2004 Travel Year 157 Sightseeing Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

158. 2004 Travel Year 158 Sightseeing cont’d Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

159. 2004 Travel Year 159 Sports & Recreation Base: Overnight Marketable Trips

160. 2004 Travel Year 160 Sports & Recreation cont’d Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

161. 2004 Travel Year 161 Dining & Entertainment Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

162. 2004 Travel Year 162 Shopping Base: Overnight Marketable Trips

163. 2004 Travel Year 163 Overnight Marketable Trip Profile Regions Visited  The most frequently visited regions within Maine were, in rank order:  the Southern Maine Coast and Greater Portland/Casco Bay (40-45%),  Mid-Coast, and Downeast Acadia (24%-25%),  Maine Lakes & Mountains (16%),  Maine Highlands and Kennebec & Moose River Valleys (10%-11%), and …  Aroostook (5%).  The leading main regional destinations were the Southern Maine Coast (29%) and Downeast Acadia (18%) and Greater Portland/Casco Bay (17%).

164. 2004 Travel Year 164 Regions Visited Base: Overnight Marketable Trips

165. 2004 Travel Year 165 Main Regional Destination Base: Overnight Marketable Trips

166. 2004 Travel Year 166 Most Visited Maine Destinations Base: Overnight Marketable Trips

167. 2004 Travel Year 167 Most Visited Maine Destinations cont’d Base: Overnight Marketable Trips

168. 2004 Travel Year 168 Other Maine Destinations Visited Base: Overnight Marketable Trips

169. 2004 Travel Year 169 Other Maine Destinations Visited cont’d Base: Overnight Marketable Trips <1

170. Product Delivery Impression of Visitors

171. 2004 Travel Year 171 Overnight Marketable Trip Profile Product Delivery  In order to profile Maine’s product delivery, ratings of Maine by its recent visitors are compared to the U.S. Norm rating across all destinations and their recent visitors.  Maine’s outperforms the U.S. Norm most notably on:  the Family Atmosphere, Worry-free, Unique, and Sports & Recreation factors and on,  related individual attributes and particularly those related to outdoor activities and sports.  It under delivers versus the U.S. Norm most notably on:  the Entertainment factor and particularly nightlife.

172. 2004 Travel Year 172 Traveler Priorities Base: Overnight Marketable Trips Importance * A measure of the degree of correlation between each factor and the attribute “Would really enjoy visiting.”

173. 2004 Travel Year 173 Maine Product Delivery Overnight Marketable Trips Base: Overnight Marketable Trips

174. 2004 Travel Year 174 Product Strengths vs. U.S. Norm Base: Overnight Marketable Trips

175. 2004 Travel Year 175 Product Strengths vs. U.S. Norm cont’d Base: Overnight Marketable Trips

176. 2004 Travel Year 176 Product Strengths vs. U.S. Norm cont’d Base: Overnight Marketable Trips

177. 2004 Travel Year 177 Product Weaknesses vs. U.S. Norm Base: Overnight Marketable Trips