TOTAL VISITATION

2019 2020 Change

Visitation 16,484,100 12,082,900 -27%

DIRECT TOURISM EXPENDITURES

2019 2020 Change

Restaurants $1,534,731,600 $1,169,639,800 -24%

Shopping $1,468,833,900 $1,118,747,200 -24%

Accommodations $1,489,940,400 $964,035,600  -35%

Transportation $749,842,100 $567,229,500 -24%

Groceries $574,099,700 $435,105,600 -24%

Activities, $418,845,400 $319,738,000 -24%Attractions andRecreation

Other $291,395,300 $221,544,900 -24%

Total $6,527,688,400 $4,796,040,600 -27%

ECONOMIC IMPACT ON TOURISM

2019 2020 Change

Jobs Supported 113,500 90,600 -20%

Total Earnings $4,000,415,202 $3,174,932,700 -21%

Total Taxes $1,013,374,213 $744,549,002 -27%

Total Economic $12,206,777,300 $8,968,595,900 -27%Impact

Source: Downs & St. Germain Research with IMPLAN economic modeling. Calculations include only direct impact from tourism.

BY THE NUMBERS

In 2020, tourists spent nearly $4.8 billion dollars in Maine. As one of the state’s largest industries, tourism supported more than 90,600 jobs—about 14% of employment in the state, or roughly one out of every seven jobs.

If traveler spending in Maine dropped by 15%, the average Maine household would have to pay $199 MORE in taxes to maintain government services at current levels. Travel contributed more than $3.1 billion in earnings to Maine’s households.

*Decrease in YoY tourism metrics from 2019 - 2020 was largely attributed to the COVID-19 pandemic and resulting pause of tourism.

MAINE OVERNIGHT VISITORS

Direct spending on tourism-related trips by overnight visitors to Maine totaled nearly $4.6 billion. More than 8.3 million visitors spent one or more nights in Maine in 2020.

Overnight Visitation:

Non-residents = 6.3 million Residents = 2.0 million

Overnight Visitor Direct Spending: Non-residents = $3,580,246,500 Residents = $1,019,156,500

MAINE DAY VISITORS

Day travelers to Maine accounted for more than $196.6 million in direct expenditures. Maine hosted over 3.7 million day visitors in 2020.

MAINE CANADIAN VISITORS

In 2020, Canadian visitors spent over $213 million in Maine. Canadian day and overnight visitation to Maine in 2020 accounted for 362,500 visitors.

2 0 2 0 m a i n e o f f i c e o f t o u r i s m h i g h l i g h t s

MAINE 2020 MAINE 2020

e 2 0

F i v e Y e a r S t r a t e g i c P l a n 2 0 1 9 - 2 0 2 4 F i n a l R e p o r t

$6.53 billion

$4.80 billion

$3.5

$4.0

$4.5

$5.0

$5.5

$6.0

$6.5

$7.0

2019 2019 20192020 2020 2020

TOTAL TOURISM EXPENDITURES

Increase direct tourism expenditures to $6.1 billion

Adjusted Five Year Goal:$6.1 billion $2.1 billion

$3.0 billion

$0.5

$1.0

$1.5

$2.0

$2.5

$3.0

RESTAURANT AND ACCOMMODATIONS DIRECT TOURISM EXPENDITURES

Increase gross restaurant and accommodations direct tourism expenditures to $2.7 billion

Adjusted Five Year Goal:$2.7 billion

12.10 million

16.48 million

4

6

8

10

12

14

16

18

VISITATION GOALS

Increase visitation volume to 16.1 million

Adjusted Five Year Goal:16.1 million

2020M

A I N E*Decrease in YoY tourism metrics from 2019 - 2020 was largely attributed to the COVID-19 pandemic and resulting pause of tourism.

The goals of the Five Year Strategic Plan have been adjusted due to the impact of COVID-19 on travel and tourism in 2020.