1. Travel and Tourism in Maine The 2003 Visitor Study Management Report Prepared for the: Maine Office of Tourism September 17, 2004

2. 2003 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 32 Maine Travel Trends35 Maine’s Competitive Position: Overnight Trips65 Travel Expenditures72 Economic Impacts91 Overnight Marketable Trip Profile104 Traveler Priorities and Product Delivery166 Appendices Appendix A – Product Delivery Trend Appendix B - Survey Questionnaires

3. 2003 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. 2003 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. 2003 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. 2003 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. 2003 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. 2003 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 an ocean 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. 2003 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. 2003 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 43.8 million day and overnight trips were taken to Maine in 2003, representing a ± 0% trend versus 2002 and 6% cumulative growth versus 1998.  Overnight trips accounted for 9.1 million of these, down 1% versus 2002 and 5% higher than in 1998.  Day trips accounted for 34.7 million, ± 0% versus 2002 and 7% higher than in 1998.

12. 2003 Travel Year 12 Travel Expenditures  U.S. travelers spent an estimated $6.1 billion in Maine in the year.  $4.4 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 $0.7 billion.  Day and overnight trips are both significant contributors, generating estimated spending of $3.5 and $2.6 billion respectively.

13. 2003 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 -  173,181 jobs in Maine  $3.8 billion in wages  over $549 million in tax revenues.  Spending by non-residents accounted for about 70% of the above totals.

14. 2003 Travel Year 14 Maine’s Market Position  Maine’s share of regional residents’ trips to anywhere weakened from 3.8% in 2001 and 3.5% in 2002 to 3.3% in 2003.  This performance was consistent, however, with that of the region overall.  The region’s share of regional residents’ trips to anywhere also weakened from 60.8% in 2002 to 60.2% in 2003. The residents were more inclined to travel beyond the region in 2003.  Indeed, Maine’s share within the region held firm at 5.5% in 2003.

15. 2003 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 (36%)  enjoying the outdoors (24%)  for a beach vacation (12%)  attending a special event (10%)  Maine’s most important source of overnight marketable trips continued to be its regional market.

16. 2003 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. 2003 Travel Year 18 Performance of the U.S. Travel Market  American adults took an estimated 1.49 billion overnight trips in 2003.  Visits to Friends/Relatives accounted for 41% of them or 609 million trips.  Marketable Trips accounted for 1% or 620 million.  Touring, Special Event, Outdoor, Casino, and Beach trips were, in rank order, the largest Marketable Trip types.  Business Trips accounted for the balance 18% or 265 million trips.

19. 2003 Travel Year 19 U.S. Travel Trends  The 1.49 billion overnight trip market volume was down 1%, after a re-bound to 4% growth in 2002, from the 2% decline in 2001.  Pleasure travel performed similarly, with:  VFR down 1%, after 4% growth in 2002.  Marketable trips up 1%, after 6% growth in 2002, and the net result of:  growth, in rank order of magnitude, of Cruise, Theme Park, Special Event, Country Resort, Casino, and Outdoors trip-types;  decline in Beach, Touring, Business-Pleasure, and Ski trip-types.  Business travel declined for the third consecutive year:  down 6%, after a 3% decline in 2002, and a 10% decline in 2001.

20. 2003 Travel Year 20 Size of the U.S. Travel Market 2003 Overnight Trips Total = 1.494 Billion Marketable Pleasure 620 Million (41%) Business 265 Million (18%) Visit Friends/Relatives 609 Million (41%)

21. 2003 Travel Year 21 U.S. Overnight Marketable Trip Mix 2003 Travel Year

22. 2003 Travel Year 22 U.S. Market Trends 2003 vs. 2002

23. 2003 Travel Year 23 U.S. Market Trends 2003 vs. 2002

24. 2003 Travel Year 24 Marketable Trip Trends by State 2003 vs. 2002 Percent Change -1% to -10% +1 to 10% No change +11% or more -11% or more

25. 2003 Travel Year 25 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

26. 2003 Travel Year 26 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

27. 2003 Travel Year 27 Size of the U.S. Travel Market Overnight Trips 3% higher than in 1998 Base: Overnight Trips +1% +2% +4% -2% -1%

28. 2003 Travel Year 28 U.S. VFR Trips Base: Overnight VFR Trips 5% higher than in 1998 -1% +1% +2% +4%

29. 2003 Travel Year 29 U.S. Marketable Trips Base: Overnight Marketable Trips 12% higher than in 1998 +1% +5%+2% -2% +6%

30. 2003 Travel Year 30 U.S. Business Trips Base: Overnight Business Trips -3% -6% +3% ± 0 % -10% 16% lower than in 1998

31. Size & Structure of Maine’s Travel Market

32. 2003 Travel Year 32 Performance of Maine’s Travel Market  Maine’s combined Day and Overnight trip market reached an estimated 43.8 million trips in 2003.  There were 34.7 million Day trips.  60% or 21.0 million of which were Marketable.  Shopping was the leading Marketable trip-type, followed by Outdoor, Touring, and Beach trips.  32% were VFR.  8% were Business trips.

33. 2003 Travel Year 33 Performance of Maine’s Travel Market cont’d  There were 9.1 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.  44% were VFR.  10% were Business trips.

34. 2003 Travel Year 34 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:  54% of Maine day trips -  41% by Boston residents and 13%by other non-residents within the day trip area.  79% of Maine overnight trips -  56% by non-residents living in the nearby region and 23% by non-residents living beyond. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

35. 2003 Travel Year 35 Maine Travel Trends  Maine’s overall travel market flattened out in 2003 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, after 2% growth in 2002 recovered somewhat from the 4% decline in 2001. The number of trips was shy of 2000 levels.  Overnight trips were down 1%, after 1% growth in 2002 and 2% growth in 2001, recovered from a 6% decline of 2000. The number of trips recovered to 3% ahead of the 2000 low point. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

36. 2003 Travel Year 36 Maine Travel Trends cont’d By Key Segments  VFR volume held its own through 2003.  Volume has grown over the medium-term - 10% higher in 2003 than in 1998.  Marketable trips declined 4% in 2003 after a 1% gain in 2002.  Volume in 2003 was 6% higher than in 1998.  Business trips grew by 11% in 2003.  This was the second year of recovery from the previous three year decline.  Despite this recovery, the number of trips in 2003 was still 17% lower than in 1998.

37. 2003 Travel Year 37 Size of Maine’s U.S. Travel Market 2003 Travel Year Day Trips 34.7 Million (79%) Overnight Trips 9.1 Million (21%) Total = 43.8 Million Base: Total Overnight and Day Trips

38. 2003 Travel Year 38 Maine’s U.S. Travel Market ± 0 % +6 %-2% Base: Total Overnight and Day Trips +1 % 6% higher than in 1998 +2 %

39. 2003 Travel Year 39 Maine Overnight Trips +1% - 6 % +2% Base: Overnight Trips +9% 5% higher than in 1998 -1%

40. 2003 Travel Year 40 Maine Overnight VFR Trips +1% +14% +8% Base: Overnight VFR Trips - 11% ± 0% 10% higher than in 1998

41. 2003 Travel Year 41 Maine Overnight Marketable Trips Base: Overnight Marketable Trips +10% -4% ± 0% +1% -1% 6% higher than in 1998

42. 2003 Travel Year 42 Maine Overnight Business Trips - 9% - 12%+6% Base: Overnight Business Trips - 11%+11% 17% lower than in 1998

43. 2003 Travel Year 43 Marketable Trip Mix Overnight Trips N/A Base: Overnight Marketable Trips

44. 2003 Travel Year 44 Marketable Trip Mix Maine Overnight Trips Base: Overnight Marketable Trips

45. Role of Maine and Regional Residents

46. 2003 Travel Year 46 Role of Maine Residents on Maine Overnight Trips Base: Overnight Trips

47. 2003 Travel Year 47 Maine’s Regional Market Includes New England, DC, DE, MD, NJ, NY, and PA

48. 2003 Travel Year 48 Role of Maine’s Regional Market Maine Overnight Trips Total: 9.1 Million Other U.S. Markets 2.1 Million (23%) Regional Market* 7.0 Million (77 %) * Trips taken to Maine by regional residents (residents of New England DC, DE, MD, NJ, NY, and PA)

49. 2003 Travel Year 49 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

50. 2003 Travel Year 50 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

51. 2003 Travel Year 51 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%

52. Maine’s Day Trips

53. 2003 Travel Year 53 Maine’s Day Trips +2% -4% +3% +5% Base: Day Trips ±0%±0% 7% higher than in 1998

54. 2003 Travel Year 54 Maine’s Day Trip Segments 34.0 34.7 Million 35.2 34.3 Base: Day Trips 32.634.7

55. 2003 Travel Year 55 Marketable Trip Mix Maine Day Trips Base: Marketable Day Trips

56. 2003 Travel Year 56 Marketable Trip Mix Maine Day Trips cont’d Base: Marketable Day Trips <1%

57. 2003 Travel Year 57 Role of Maine Residents Day Trips Total = 34.7 Million Maine Residents 15.8 Million (46%) Boston 14.3 Million (41%) Other Day Trip Region * 4.6 Million (13%) * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont Base: Day Trips

58. 2003 Travel Year 58 Role of Maine Residents on Day Trips Base: Day Trips

59. 2003 Travel Year 59 Role of Maine’s Residents Day Trips * Includes Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont. Base: Day Trips

60. Trip Summary

61. 2003 Travel Year 61 Trips To Maine — 2003 (Millions of trips)

62. 2003 Travel Year 62 Trips To Maine — 2002 (Millions of trips)

63. 2003 Travel Year 63 Trips To Maine — 2001 (Millions of trips)

64. Maine’s Competitive Position: Overnight Trips

65. 2003 Travel Year 65 Maine’s Competitive Position Within the U.S. Travel Market  Maine’s national ranking as a travel destination among the U.S. states changed little from 38 th in 2000, to 39th in 2001, and 38 th in 2002, as well an in 2003.  Its rank was buoyed within Outdoor and Special Event trips but moderated within Touring trips.

66. 2003 Travel Year 66 Maine’s Competitive Position U.S. Travel Market Rank of Maine Among 50 U.S. States 199819992000200120022003 All Trips393938393838 Touring Trips252518252528 Outdoors Trips211526252319 Beach Trips171719151616 Special Event Trips444842394439 Base: Overnight Trips

67. 2003 Travel Year 67 Maine’s Competitive Position Within the Regional Travel Market  Maine’s share of regional residents’ trips to anywhere weakened from 3.8% in 2001 and 3.5% in 2002 to 3.3% in 2003.  This performance was consistent, however, with that of the region overall.  The region’s share of regional residents’ trips to anywhere also weakened from 60.8% in 2002 to 60.2% in 2003. The residents were more inclined to travel beyond the region in 2003.  Indeed, Maine’s share within the region held firm at 5.5% in 2003. Note: The Regional Market includes New England, DC, DE, MD, NJ, NY, and PA.

68. 2003 Travel Year 68 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.

69. 2003 Travel Year 69 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.

70. 2003 Travel Year 70 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.

71. Travel Expenditures

72. 2003 Travel Year 72 Traveler Expenditures  An estimated $6.1 billion was spent in Maine by travelers in 2003 and represented -  a flattening out (-1%) after robust growth in each of 2002 (+10%), 2001 (+7%), and 2000 (+4%).  Day trips contributed 57% of the $6.1 billion (versus 79% of trips) or $3.5 billion.  Overnight trips contributed 43% (versus 21% of trips) or $2.6 billion.

73. 2003 Travel Year 73 Traveler Expenditures cont’d  Marketable Trips contributed $4.1 billion or 67% of the $6.2 billion total, followed in importance by:  VFR ($1.6 billion) and Business Trips ($0.4 billion).  Out-of-state travelers made a significant contribution to Maine’s economy,  spending $4.4 billion across Overnight ($2.1 billion) and Day trips ($2.3 billion).

74. 2003 Travel Year 74 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 — 17% or $1.0 billion  Accommodation — 12% or $0.7 billion  Recreation — 12% or $0.8 billion

75. 2003 Travel Year 75 Travel Expenditures In Maine 2003 Travel Year Total = $6.1 Billion Day Trips $3.5 Billion (57%) Overnight Trips $2.6 Billion (43%)

76. 2003 Travel Year 76 Total Travel Expenditures in Maine Across Overnight & Day Trips Base: Total Overnight and Day Trips +2% +7% +4% +10%-1% 25% higher than in 1998

77. 2003 Travel Year 77 Travel Expenditures in Maine on Day Trips 24% higher than in 1998 Base: Day Trips -2% +1% +10% +2% +12%

78. 2003 Travel Year 78 Travel Expenditures in Maine on Overnight Trips 25% higher than in 1998 Base: Overnight Trips ± 0% +3% +4% +8% +7%

79. 2003 Travel Year 79 Travel Expenditures By Category Retail $1.9 Billion (31%) Accommodations $0.7 Billion (12%) Recreation $0.8 Billion (12%) Transportation $1.0 Billion (17%) Restaurant Food $1.7 Billion (28%) Total = $6.1 Billion Base: Total Overnight and Day Trips

80. 2003 Travel Year 80 Travel Expenditures by Category Retail Base: Total Overnight and Day Trips -2% +2%-1%+1%

81. 2003 Travel Year 81 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%

82. 2003 Travel Year 82 Travel Expenditures by Category Transportation Base: Total Overnight and Day Trips +27% +4% +5%-1% +9%

83. 2003 Travel Year 83 Travel Expenditures by Category Accommodations Base: Total Overnight and Day Trips ± 0% +10% +8% +6%+4%

84. 2003 Travel Year 84 Travel Expenditures by Category Recreation Base: Total Overnight and Day Trips +7% +3% +10%-1% +36%

85. 2003 Travel Year 85 Travel Expenditures By Sector Overnight vs. Day Trips $1.9 Billion $0.7 Billion $1.7 Billion $1.0 Billion $0.8 Billion Base: Total Overnight and Day Trips

86. 2003 Travel Year 86 Travel Expenditures By Purpose Of Trip Total: $6.1 Billion Marketable Pleasure Trips $4.1 Billion (67%) Business Trips $0.4 Billion (7%) Visit Friends/Relatives $1.6 Billion (26%) Base: Total Overnight and Day Trips

87. 2003 Travel Year 87 Travel Expenditures By Purpose Of Trip $3.5 Billion $2.6 Billion Base: Total Overnight and Day Trips

88. 2003 Travel Year 88 Travel Expenditures Role Of Maine Residents $3.5 Billion $2.6 Billion Base: Overnight and Day Trips

89. 2003 Travel Year 89 Travel Expenditures By Sector by Residents of Maine $519 Million $89 Million $381 Million $357Million $325 Million Base: Total Overnight and Day Trips

90. 2003 Travel Year 90 Travel Expenditures By Sector by Non-Residents of Maine $1,391 Million $641 Million $1,327 Million $671 Million $455 Million Base: Total Overnight and Day Trips

91. 2003 Travel Year 91 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.

92. 2003 Travel Year 92 Economic Impacts cont’d  Non-Resident travel generated just over two-thirds of the total economic impact or:  $9.4 billion in sales of goods and services,  122,059 jobs with a payroll of $2.6 billion,  $384 million in tax revenues.

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

94. 2003 Travel Year 94 Economic Impact of Tourism Trips by Residents & Non-Residents 2001 2002 2003 Total Sales$12.5 Billion$13.9 Billion$13.4 Billion Total Taxes$496 Million$556 Million$549 Million Jobs Created161,033181,090173,181 Total Payroll$3.5Billion$3.9 Billion$3.8 Billion Base: Maine Trips by Residents & Non-Residents

95. 2003 Travel Year 95 Sales by Sector Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents Total: $13.4 Billion Services (42%) Retail (44%) Construction (2%) Wholesale (12%)

96. 2003 Travel Year 96 Job Creation by Sector Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents Total: 173,181 Services (62%) Retail (33%) Construction (2%) Wholesale (3%)

97. 2003 Travel Year 97 Tax Revenues from Tourism Trips by Residents & Non-Residents Base: Maine Trips by Residents & Non-Residents of Maine Total: $549.2 Million Sales Tax $293.3 Million (53%) Personal Income Tax $146.2 Million (27%) Gasoline Tax $109.7 Million (20%)

98. Economic Impacts of Tourism Trips by Non-Residents

99. 2003 Travel Year 99 Economic Impact of Tourism Trips by Non-Residents 2001 20022003 Total Sales$8.9 Billion$9.5 Billion$9.4 Billion Total Taxes$344 Million$377 Million$384 Million Jobs Created115,000124,000122,059 Total Payroll$2.5 Billion$2.7 Billion$2.6 Billion Base: Trips by Non-Residents to Maine

100. 2003 Travel Year 100 Sales by Sector Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: $9.5 Billion Services (42%) Retail (44%) Construction (2%) Wholesale (12%)

101. 2003 Travel Year 101 Job Creation by Sector Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: 122,059 Services (62%) Retail (33%) Construction (2%) Wholesale (3%)

102. 2003 Travel Year 102 Tax Revenues from Tourism Trips by Non-Residents Base: Trips by Non-Residents to Maine Total: $383.5 Million Sales Tax $207.9 Million (54%) Personal Income Tax $103.0 Million (27%) Gasoline Tax $72.6 Million (19%)

103. Overnight Marketable Trip Profile

104. 2003 Travel Year 104 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.  Half of all overnight trips occur in July, August, and September.

105. 2003 Travel Year 105 Season of Trip Base: Overnight Marketable Trips

106. 2003 Travel Year 106 Month of Marketable Trips 2000-2003 Base: Overnight Marketable Trips

107. Sources of Business

108. 2003 Travel Year 108 Overnight Marketable Trip Profile Sources of Business  Massachusetts was the most important source of non- resident overnight trips to Maine.  Massachusetts accounted for 30% of non-residents’ overnight Marketable trips and the Boston DMA itself for 30%.  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 York (10%), Connecticut (9%), New Hampshire (8%), and Pennsylvania (5%).

109. 2003 Travel Year 109 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

110. 2003 Travel Year 110 State Sources of Overnight Trips From Out-of-State Base: Overnight Marketable Trips from Out-of-State

111. 2003 Travel Year 111 Urban Sources Of Overnight Trips from Out-of-State* Base: Overnight Marketable Trips from Out-of-State * DMA of residence

112. Demographics

113. 2003 Travel Year 113 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.  46.4 years of age on average versus the U.S. Norm of 43.6  20% were 65+ years of age versus the U.S. Norm of 12%.

114. 2003 Travel Year 114 Age Base: Overnight Marketable Trips MaineU.S. Norm Average Age46.443.6

115. 2003 Travel Year 115 Marital Status Base: Overnight Marketable Trips

116. 2003 Travel Year 116 Household Size Base: Overnight Marketable Trips

117. 2003 Travel Year 117 Children in Household Base: Overnight Marketable Trips

118. 2003 Travel Year 118 Employment Base: Overnight Marketable Trips

119. 2003 Travel Year 119 Occupation Base: Overnight Marketable Trips by Those Employed

120. 2003 Travel Year 120 Income Base: Overnight Marketable Trips

121. 2003 Travel Year 121 Education Base: Overnight Marketable Trips

122. Trip Planning and Booking

123. 2003 Travel Year 123 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.  Three-quarters of the trips were booked ahead in whole or part.  Of those booked in advance, 41% were booked over the internet (41%) compared with 11% through a travel agent.

124. 2003 Travel Year 124 Overnight Marketable Trip Profile Travel Planning and Booking cont’d  The visitmaine.com website were used to plan 15% of Maine trips.  For 10%, 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.

125. 2003 Travel Year 125 Planning Cycle Base: Overnight Marketable Trips

126. 2003 Travel Year 126 Information Sources Used for Planning Base: Overnight Marketable Trips

127. 2003 Travel Year 127 Information Sources Used for Planning cont’d Base: Overnight Marketable Trips

128. 2003 Travel Year 128 Use of the Internet for Trip Planning Maine U.S. Norm Base: Overnight Marketable Trips

129. 2003 Travel Year 129 Use of Information Services for Planning Base: Overnight Marketable Trips * Prior to 2003, numbers reflect use of visitmaine.com and/or maineattraction.com

130. 2003 Travel Year 130 Reason for Using Destination Website Base: Overnight Marketable Trips

131. 2003 Travel Year 131 Percent Who Booked In Advance Base: Overnight Marketable Trips

132. 2003 Travel Year 132 Booking Cycle Base: Overnight Marketable Trips Booked in Advance

133. 2003 Travel Year 133 Methods of Booking Base: Overnight Marketable Trips Booked in Advance

134. 2003 Travel Year 134 Use of Vacation Packages & Group Travel Base: Overnight Marketable Trips

135. Marketable Trip Characteristics

136. 2003 Travel Year 136 Overnight Marketable Trip Profile Trip Details  The average Travel Party size on Maine trips was 3.7 persons, and most often comprised of:  spouses (63%),  children (27%)  or, friends (26%).  Only 7% of people traveled on their own.

137. 2003 Travel Year 137 Overnight Marketable Trip Profile Trip Details cont’d  The Maine trips lasted 6.7 nights on average, well beyond the 5.2 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, 4.6 of the 6.7 nights.

138. 2003 Travel Year 138 Overnight Marketable Trip Profile Trip Details cont’d  The vast majority of travelers arrived in Maine in their own car (67%).  Few arrived by plane (4%) versus the U.S. Norm (25%) while,  more arrived by ferry/boat (7%) versus the U.S. Norm (2%).

139. 2003 Travel Year 139 Overnight Marketable Trip Profile Trip Details cont’d  Rented houses and cottages displaced motels as the leading accommodation type in Maine for the first time in 2003.  They captured 20% of all nights in Maine versus 13% in 2002.  Motels captured 18%, versus 22% in 2002, and followed by hotels (14%) and campgrounds (12%).  Homes owned by the traveler or by friends and relatives accounted for a combined 15% of nights.

140. 2003 Travel Year 140 Size of Travel Party Base: Overnight Marketable Trips Total: 3.7 Total: 3.3

141. 2003 Travel Year 141 Composition of Travel Party Base: Overnight Marketable Trips

142. 2003 Travel Year 142 Total Nights Away Base: Overnight Marketable Trips MaineU.S. Norm Average Number of Nights6.85.1

143. 2003 Travel Year 143 Total Nights Away on Maine Trips Base: Overnight Marketable Trips Average Number of Nights5.5 6.6 6.8

144. 2003 Travel Year 144 Length of Stay Base: Overnight Marketable Trips Total: 6.7 Total: 5.2

145. 2003 Travel Year 145 Transportation Used to Enter Maine Base: Overnight Marketable Trips from Out-of-state Personal Commercial

146. 2003 Travel Year 146 Transportation Used in Maine Base: Overnight Marketable Trips Personal Commercial <1

147. 2003 Travel Year 147 Accommodations Used* * Percent of trip nights spent in each type of accommodation Base: Overnight Marketable Trips

148. Marketable Trip Experiences

149. 2003 Travel Year 149 Overnight Marketable Trip Profile Trip Activities and Experiences  The most popular experiences on Maine trips were:  visiting small towns/villages (65%)  the beach/ocean (55%)  eating a lobster (36%) and the unique local foods (33%)  wilderness areas (38%), lakes and rivers (42%), and scenic byways (37%)  shopping for gifts and souvenirs (32%).

150. 2003 Travel Year 150 Sightseeing Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

151. 2003 Travel Year 151 Sightseeing cont’d Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

152. 2003 Travel Year 152 Sports & Recreation Base: Overnight Marketable Trips

153. 2003 Travel Year 153 Sports & Recreation cont’d Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

154. 2003 Travel Year 154 Dining & Entertainment Base: Overnight Marketable Trips Note: Where U.S. Norm is blank, the Norm is not available.

155. 2003 Travel Year 155 Shopping Base: Overnight Marketable Trips

156. 2003 Travel Year 156 Overnight Marketable Trip Profile Regions Visited  The most frequently visited regions within Maine were, in rank order:  the Southern Maine Coast, Greater Portland/Casco Bay, and Downeast Acadia (ranging from 37% to 24%);  Mid-Coast, Maine Lakes & Mountains, and the Maine Highlands (ranging from 24% to 9%); and …  Kennebec & Moose River Valleys and Aroostook (both 8%).  The two leading main regional destinations were the Southern Maine Coast (25%) and Downeast Acadia (19%).

157. 2003 Travel Year 157 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 495 95

158. 2003 Travel Year 158 Regions Visited Base: Overnight Marketable Trips

159. 2003 Travel Year 159 Main Regional Destination Base: Overnight Marketable Trips

160. 2003 Travel Year 160 Most Visited Maine Destinations Base: Overnight Marketable Trips

161. 2003 Travel Year 161 Most Visited Maine Destinations cont’d Base: Overnight Marketable Trips

162. 2003 Travel Year 162 Other Maine Destinations Visited Base: Overnight Marketable Trips

163. 2003 Travel Year 163 Other Maine Destinations Visited cont’d Base: Overnight Marketable Trips

164. Product Delivery Impression of Visitors

166. 2003 Travel Year 166 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, Sightseeing, 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.

167. 2003 Travel Year 167 Traveler Priorities Base: Overnight Marketable Trips Importance * A measure of the degree of correlation between each factor and the attribute “Would really enjoy visiting.”

168. 2003 Travel Year 168 Maine Product Delivery Overnight Marketable Trips Base: Overnight Marketable Trips

169. 2003 Travel Year 169 Product Strengths vs. U.S. Norm Base: Overnight Marketable Trips

170. 2003 Travel Year 170 Product Strengths vs. U.S. Norm cont’d Base: Overnight Marketable Trips

171. 2003 Travel Year 171 Product Strengths vs. U.S. Norm cont’d Base: Overnight Marketable Trips

172. 2003 Travel Year 172 Product Weaknesses vs. U.S. Norm Base: Overnight Marketable Trips

173. Appendices

174. Appendix A Product Delivery 1999 - 2003

175. 2003 Travel Year 175 Exciting Base: Overnight Marketable Trips

176. 2003 Travel Year 176 Adult Atmosphere Base: Overnight Marketable Trips

177. 2003 Travel Year 177 Popular Base: Overnight Marketable Trips

178. 2003 Travel Year 178 Family Atmosphere Base: Overnight Marketable Trips

179. 2003 Travel Year 179 Unique Base: Overnight Marketable Trips

180. 2003 Travel Year 180 Worry-Free Base: Overnight Marketable Trips

181. 2003 Travel Year 181 Sightseeing Base: Overnight Marketable Trips

182. 2003 Travel Year 182 Luxurious Base: Overnight Marketable Trips

183. 2003 Travel Year 183 Affordable Base: Overnight Marketable Trips

184. 2003 Travel Year 184 Sports & Recreation Base: Overnight Marketable Trips

185. 2003 Travel Year 185 Climate Base: Overnight Marketable Trips

186. 2003 Travel Year 186 Entertainment Base: Overnight Marketable Trips