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Prepared for the: Maine Office of Tourism July 14, 2005. Travel and Tourism in Maine The 2004 Visitor Study Management Report. Table of Contents. Page Background and Research Objectives 3 Research Method 4 Key Research Definitions 6 Summary and Conclusions 11 Results in Detail

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Prepared for the maine office of tourism july 14 2005 l.jpg

Prepared for the:

Maine Office of Tourism

July 14, 2005

Travel and Tourism in Maine The 2004 Visitor StudyManagement Report


Table of contents l.jpg

Table of Contents

Page

Background and Research Objectives3

Research Method4

Key Research Definitions6

Summary and Conclusions11

Results in Detail

Size & Structure of the U.S. Travel Market18

Size & Structure of Maine’s Travel Market 34Maine Travel Trends37

Maine’s Competitive Position: Overnight Trips69

Travel Expenditures78

Economic Impacts98

Overnight Marketable Trip Profile111

Traveler Priorities and Product Delivery171


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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.


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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.


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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.

  • MaineDay 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.


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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.


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Key Research DefinitionsTrip-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 Tripsmade exclusively for business reasons

      • Comprised of three types: Sales/Service, Convention/Conference/Trade Shows, and Meetings.


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Key Research DefinitionsMarketable 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.


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Key Research DefinitionsMarkets 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.


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Summary and Conclusions


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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.


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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.


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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.


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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.


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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.


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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.


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Results in Detail


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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.


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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%.


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Size of the U.S. Travel Market 2004 Overnight Trips

Total = 1.530 Billion

Marketable Pleasure

647 Million

(43%)

Visit Friends/Relatives

616 Million

(41%)

Business

267 Million

(16%)


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U.S. Overnight Marketable Trip Mix2004 Travel Year


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U.S. Market Trends 2004 vs. 2003


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U.S. Market Trends 2004 vs. 2003


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Size of the U.S. Travel MarketOvernight Trips

Base: Overnight Trips

4% higher

than in 1999

+2%

+1%

-2%

+4%

-1%

+2%


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U.S. VFR Trips

Base: Overnight VFR Trips

8% higher

than in 1999

+1%

+4%

-1%

-1%

+1%

+2%


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U.S. Marketable Trips

Base: Overnight Marketable Trips

11% higher

than in 1999

+4%

+1%

+6%

+5%

+2%

-2%


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U.S. Business Trips

Base: Overnight Business Trips

18% lower

than in 1999

+3%

± 0%

-10%

-3%

+1%

-6%


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Marketable Trip Trends by State 2004 vs. 2003

Percent Change

+11% or more

+1 to 10%

No change

-1% to -10%

-11% or more


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Marketable Trip Trends by State 2003 vs. 2002

Percent Change

+11% or more

+1 to 10%

No change

-1% to -10%

-11% or more


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Marketable Trip Trends by State2002 vs. 2001

Percent Change Over Time

+11% or more

+1 to 10%

No change

-1% to -10%

-11% or more


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Marketable Trip Trends by State2001 vs. 2000

Percent Change Over Time

+11% or more

+1 to 10%

No change

-1% to -10%

-11% or more


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U.S. Marketable Trips % Change From 1994 to 2004


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Size & Structure of Maine’s Travel Market


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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.


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Performance of Maine’s Travel Marketcont’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.


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Performance of Maine’s Travel Marketcont’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.


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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.


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Maine Travel Trendscont’dBy 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.


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Size of Maine’s U.S. Travel Market2004 Travel Year

Base: Total Overnight and Day Trips

Total = 43.6 Million

Day Trips

34.7 Million

(80%)

Overnight Trips

8.9 Million

(20%)


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Maine’s U.S. Travel Market

Base: Total Overnight and Day Trips

N/C vs. 1999

± 0%

+6 %

+1 %

-2%

+2 %


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Maine Overnight Trips

Base: Overnight Trips

5% lower

than in 1999

+9%

+2%

+1%

-1%

- 6 %

- 1 %


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Maine Overnight VFR Trips

Base: Overnight VFR Trips

11% lower

than in 1999

+14%

± 0%

+8%

+1%

- 11%

-9%


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Maine Overnight Marketable Trips

Base: Overnight Marketable Trips

4% lower

than in 1999

± 0%

+10%

-1%

+1%

-4%

±0%


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Maine Overnight Business Trips

Base: Overnight Business Trips

12% higher

than in 1999

- 9%

+22%

+11%

- 11%

+6%

- 12%


Marketable trip mix overnight trips l.jpg

Marketable Trip MixOvernight Trips

Base: Overnight Marketable Trips

N/A


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Marketable Trip MixMaine Overnight Trips

Base: Overnight Marketable Trips


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Marketable Trip MixMaine Overnight Trips

Base: Overnight Marketable Trips


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Role of Maine andRegional Residents


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Role of Maine Residentson Maine Overnight Trips

Base: Overnight Trips


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Maine’s Regional Market

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


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Role of Maine’s Regional MarketMaine Overnight Trips

Total: 8.9 Million

Regional Market*

7.0 Million

(79 %)

Other U.S. Markets

1.9 Million

(21%)

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


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Role of Regional Residentson Maine Overnight Trips*

Base: Overnight Trips

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


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Maine’s Overnight Trip SegmentsRegional vs. Other U.S. Markets

Base: Overnight Trips

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


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Maine Marketable Trip MixOvernight Trips by Market

Base: Overnight Marketable Trips

<1%

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


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Maine’s Day Trips


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Maine’s Day Trips

Base: Day Trips

1% higher

than in 1999

+5%

±0%

±0%

+3%

+2%

-4%


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Maine’s Day Trip Segments

Base: Day Trips

34.3

35.2

34.0

34.7

34.7 Million

34.7


Marketable trip mix maine day trips l.jpg

Marketable Trip MixMaine Day Trips

Base: Marketable Day Trips


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Marketable Trip MixMaine Day Trips cont’d

Base: Marketable Day Trips


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Role of Maine Residents Day Trips

Base: Day Trips

Total = 34.7 Million

Boston

14.4 Million

(42%)

Maine Residents

15.0 Million

(43%)

Other Day Trip Region *

5.3 Million

(15%)

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


Role of maine residents on day trips l.jpg

Role of Maine Residentson Day Trips

Base: Day Trips


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Role of Maine’s Residents Day Trips

Base: Day Trips

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


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Trip Summary


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Trips To Maine — 2004

(Millions of trips)


Trips to maine 2003 l.jpg

Trips To Maine — 2003

(Millions of trips)


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Trips To Maine — 2002

(Millions of trips)


Trips to maine 2001 l.jpg

Trips To Maine — 2001

(Millions of trips)


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Maine’s Competitive Position:Overnight Trips


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Maine’s Competitive PositionWithin the U.S. Travel Market

  • Maine’s nationalranking as a travel destination among the U.S. states has remained at 38th from 2002 through 2004.

    • Nonetheless, its rank for Outdoors trips dropped from the exceptional 19th spot in 2003 to a more typical 28th rank in 2004.


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Maine’s Competitive Position U.S. Travel Market

Base: Overnight Trips

Rank of Maine Among 50 U.S. States

199920002001200220032004

All Trips393839383838

Touring Trips251825252828

Outdoors Trips152625231928

Beach Trips171915161617

Special Event Trips484239443941


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Maine’s Competitive PositionWithin 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.


Maine s market share maine s share of marketable trips taken by regional residents to anywhere l.jpg

Maine’s Market ShareMaine’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.


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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.


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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.


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Maine’s Temperature in Summer 2004 (June-Aug)

Source: ‘Climate at a Glance’; National Climatic Data Center


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Maine’s Precipitation in Summer 2004 (June-Aug)

Source: ‘Climate at a Glance’; National Climatic Data Center


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Travel Expenditures


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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.


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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).


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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


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Travel Expenditures In Maine2004 Travel Year

Total = $6.2 Billion

Overnight Trips

$2.7 Billion

(44%)

Day Trips

$3.5 Billion

(56%)


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Total Travel Expenditures in MaineAcross Overnight & Day Trips

Base: Total Overnight and Day Trips

23% higher

than in 1999

+1%

+10%

-1%

+4%

+7%

+2%


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Travel Expenditures in Maineon Overnight Trips

Base: Overnight Trips

23% higher

than in 1999

+2%

±0%

+8%

+4%

+7%

+3%


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Travel Expenditures in Maineon Day Trips

Base: Day Trips

24% higher

than in 1999

+12%

-2%

+1%

+2%

+1%

+10%


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Travel Expenditures By Category

Base: Total Overnight and Day Trips

Total = $6.2 Billion

Retail

$1.9 Billion

(31%)

Restaurant Food

$1.7 Billion

(28%)

Transportation

$1.0 Billion

(15%)

Recreation

$0.8 Billion

(13%)

Accommodations

$0.8 Billion

(13%)


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Travel Expenditures by Category Retail

Base: Total Overnight and Day Trips

+1%

+1%

+1%

+2%

-1%

-2%


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Travel Expenditures by Category Restaurant Food

Base: Total Overnight and Day Trips

+8%

-5%

+2%

+7%

+22%

-4%

Note: Includes Restaurant Food & Beverage expenditures for Breakfast, Lunch , Dinner and Snacks


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Travel Expenditures by Category Transportation

Base: Total Overnight and Day Trips

+27%

+4%

-8%

+9%

-1%

+5%


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Travel Expenditures by CategoryAccommodations

Base: Total Overnight and Day Trips

+10%

±0%

+4%

+8%

+6%

+10%


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Travel Expenditures by Category Recreation

Base: Total Overnight and Day Trips

+1%

+7%

+36%

+3%

+10%

-1%


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Travel Expenditures By SectorOvernight vs. Day Trips

Base: Total Overnight and Day Trips

$1.9 Billion

$1.7 Billion

$0.8 Billion

$1.0 Billion

$0.8 Billion


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Travel Expenditures By Purpose Of Trip

Base: Total Overnight and Day Trips

Total: $6.2 Billion

Marketable Pleasure Trips

$4.0 Billion

(64%)

Visit Friends/Relatives

$1.8 Billion

(29%)

Business Trips

$0.4 Billion

(7%)


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Travel Expenditures By Purpose Of Trip

Base: Total Overnight and Day Trips

$2.7 Billion

$3.5 Billion


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Travel ExpendituresRole Of Maine Residents

Base: Overnight and Day Trips

$2.7 Billion

$3.5 Billion


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Travel Expenditures By Sectorby Residents of Maine

Base: Total Overnight and Day Trips

$502 Million

$454 Million

$113 Million

$306 Million

$292 Million


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Travel Expenditures By Sectorby Non-Residents of Maine

Base: Total Overnight and Day Trips

$1,417 Million

$1,292 Million

$692 Million

$639 Million

$491 Million


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Economic Impacts of TourismTrips by Residents & Non-Residents


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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.


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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.


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Economic Impacts of TourismTrips by Residents & Non-Residents


Economic impact of tourism trips by residents non residents l.jpg

Economic Impact of TourismTrips by Residents & Non-Residents

Base: Maine Trips by Residents & Non-Residents

200220032004

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


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Sales by Sector Trips by Residents & Non-Residents

Base: Maine Trips by Residents & Non-Residents

Total: $13.6 Billion

Retail

(43%)

Services

(43%)

Wholesale

(12%)

Construction

(2%)


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Job Creation by Sector Trips by Residents & Non-Residents

Base: Maine Trips by Residents & Non-Residents

Total: 176,633

Services

(62%)

Retail

(33%)

Wholesale

(3%)

Construction

(2%)


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Tax Revenues from Tourism Trips by Residents & Non-Residents

Base: Maine Trips by Residents & Non-Residents of Maine

Total: $531.3 Million

Personal Income Tax

$149.4 Million

(28%)

Sales Tax

$293.6 Million

(55%)

Gasoline Tax

$88.3 Million

(17%)


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Economic Impacts of TourismTrips by Non-Residents


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Economic Impact of TourismTrips by Non-Residents

Base: Trips by Non-Residents to Maine

200220032004

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


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Sales by SectorTrips by Non-Residents

Base: Trips by Non-Residents to Maine

Total: $9.8 Billion

Retail

(44%)

Services

(42%)

Wholesale

(12%)

Construction

(2%)


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Job Creation by SectorTrips by Non-Residents

Base: Trips by Non-Residents to Maine

Total: 127,869

Services

(63%)

Retail

(32%)

Wholesale

(3%)

Construction

(2%)


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Tax Revenues from TourismTrips by Non-Residents

Base: Trips by Non-Residents to Maine

Total: $375.4 Million

Personal Income Tax

$108.1 Million

(29%)

Sales Tax

$213.1 Million

(57%)

Gasoline Tax

$54.2 Million

(14%)


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Overnight Marketable Trip Profile


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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.


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Season of Trip

Base: Overnight Marketable Trips


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Month of Marketable Trips2001-2004

Base: Overnight Marketable Trips


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Sources of Business


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Overnight Marketable Trip ProfileSources 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%).


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Sources Of Businessfrom Out-of-State

Base: Overnight Marketable Trips from Out-of-State

States contributing more than 10%

States contributing 4% - 10%

DMAs contributing more than 4%


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State Sources of Overnight TripsFrom Out-of-State

Base: Overnight Marketable Trips from Out-of-State


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Urban Sources Of Overnight Tripsfrom Out-of-State*

Base: Overnight Marketable Trips from Out-of-State

* DMA of residence


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Demographics


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Overnight Marketable Trip ProfileDemographics

  • 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


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Age

Base: Overnight Marketable Trips

MaineU.S. Norm

Average Age44.743.9


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Marital Status

Base: Overnight Marketable Trips


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Household Size

Base: Overnight Marketable Trips


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Children in Household

Base: Overnight Marketable Trips


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Employment

Base: Overnight Marketable Trips


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Occupation

Base: Overnight Marketable Trips by Those Employed


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Income

Base: Overnight Marketable Trips


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Education

Base: Overnight Marketable Trips


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Trip Planning and Booking


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Overnight Marketable Trip ProfileTravel 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.


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Overnight Marketable Trip ProfileTravel 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.


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Planning Cycle

Base: Overnight Marketable Trips


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Information Sources Usedfor Planning

Base: Overnight Marketable Trips


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Information Sources Usedfor Planning cont’d

Base: Overnight Marketable Trips


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Use of the Internet for Trip Planning

Base: Overnight Marketable Trips

U.S. Norm

Maine


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Use of Information Servicesfor Planning

Base: Overnight Marketable Trips

* Prior to 2003, numbers reflect use of visitmaine.com and/or maineattraction.com


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Reason for Using Destination Website

Base: Overnight Marketable Trips


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Percent Who Booked In Advance

Base: Overnight Marketable Trips


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Booking Cycle

Base: Overnight Marketable Trips Booked in Advance


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Methods of Booking

Base: Overnight Marketable Trips Booked in Advance


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Use of Vacation Packages & Group Travel

Base: Overnight Marketable Trips


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Marketable Trip Characteristics


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Overnight Marketable Trip ProfileTrip 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.


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Overnight Marketable Trip ProfileTrip 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.


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Overnight Marketable Trip ProfileTrip 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%).


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Overnight Marketable Trip ProfileTrip 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.


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Size of Travel Party

Base: Overnight Marketable Trips

Total: 3.4

Total: 3.3


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Composition of Travel Party

Base: Overnight Marketable Trips


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Total Nights Away

Base: Overnight Marketable Trips

MaineU.S. Norm

Average Number of Nights6.35.1


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Total Nights Away on Maine Trips

Base: Overnight Marketable Trips

Average Number of Nights6.6 6.8 6.3


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Length of Stay

Base: Overnight Marketable Trips

Total: 6.3

Total: 5.2


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Transportation Used to Enter Maine

Base: Overnight Marketable Trips from Out-of-state

Personal

Commercial


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Transportation Used in Maine

Base: Overnight Marketable Trips

Personal

Commercial


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Accommodations Used*

Base: Overnight Marketable Trips

N/A

N/A

* Percent of trip nights spent in each type of accommodation


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Marketable Trip Experiences


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Overnight Marketable Trip ProfileTrip 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%).


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Sightseeing

Base: Overnight Marketable Trips

Note: Where U.S. Norm is blank, the Norm is not available.

Note: Where U.S. Norm is blank, the Norm is not available.

Note: Where U.S. Norm is blank, the Norm is not available.


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Sightseeing cont’d

Base: Overnight Marketable Trips

Note: Where U.S. Norm is blank, the Norm is not available.


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Sports & Recreation

Base: Overnight Marketable Trips


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Sports & Recreation cont’d

Base: Overnight Marketable Trips

Note: Where U.S. Norm is blank, the Norm is not available.


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Dining & Entertainment

Base: Overnight Marketable Trips

Note: Where U.S. Norm is blank, the Norm is not available.


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Shopping

Base: Overnight Marketable Trips


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Overnight Marketable Trip ProfileRegions 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%).


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Regions Visited

Base: Overnight Marketable Trips


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Main Regional Destination

Base: Overnight Marketable Trips


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Most Visited Maine Destinations

Base: Overnight Marketable Trips


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Most Visited Maine Destinations cont’d

Base: Overnight Marketable Trips


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Other Maine Destinations Visited

Base: Overnight Marketable Trips


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Other Maine Destinations Visited cont’d

Base: Overnight Marketable Trips

<1


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Product DeliveryImpression of Visitors


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Overnight Marketable Trip ProfileProduct 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.


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Importance

Traveler Priorities

Base: Overnight Marketable Trips

* A measure of the degree of correlation between each factor

and the attribute “Would really enjoy visiting.”


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Maine Product DeliveryOvernight Marketable Trips

Base: Overnight Marketable Trips


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Product Strengths vs. U.S. Norm

Base: Overnight Marketable Trips


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Product Strengths vs. U.S. Norm cont’d

Base: Overnight Marketable Trips


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Product Strengths vs. U.S. Norm cont’d

Base: Overnight Marketable Trips


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Product Weaknesses vs. U.S. Norm

Base: Overnight Marketable Trips


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