Maine Tourism: Fewer Visitors in 2025, Record $9B Spend

The Maine Office of Tourism released its 2025 report Thursday at the annual Maine Tourism Conference, revealing a stark paradox: visitation plunged by more than 4%—equating to 650,000 fewer visitors—compared to 2024, but per-visitor spending soared. Tourists injected a record $9 billion directly into the state economy, fueling a 1.2% rise in overall tourism impact to over $16 billion. 'Fewer people visited Maine last year, but those who did spent more money,' conference attendees heard, highlighting resilience in coastal hubs like Bar Harbor and Portland.

Spending patterns shifted markedly, with visitors allocating 3.2% more to accommodations, nearly 6% more on groceries and food, and 1.1% additional on other categories. This upscale trend cushioned the blow from lower numbers, sustaining jobs in Maine's vital $16.5 billion tourism sector that employs tens of thousands from the Midcoast to Acadia National Park. Industry leaders at the conference in Portland emphasized high-end lodging and dining as drivers, even as national economic headwinds loomed.

Yet concerns mount for 2026, as rising gas, health care and food costs sour the outlook for the tourist season ahead. Midcoast business owners, from Camden inns to Boothbay Harbor outfitters, watch warily, hoping the big-spender trend endures against punishing inflation. The Office of Tourism report underscores Maine's adaptability, but stakeholders urge vigilance to protect the industry's record momentum.