There is a lot of talk today about tourism and its economic impact. But what does that all mean? Economic impact occurs when a visitor spends money in an area. The dollars spent have a chain effect. While the dollars spent may have been to purchase food at a local restaurant, go to a movie, pay for a hotel room, or make some other kind of purchase that directly benefits the visitor, these expenditures ultimately pay wages, earn income, and pay taxes for local residents. The secondary recipients, such as the clerks or cashiers, then spend their income in the area in the same manner thereby creating more of an impact.
Tourism is Maine’s largest industry with cultural heritage tourism (visiting museums, taking tours, etc.) being the fastest-growing segment of that industry. In 2017, visitors to Aroostook County spent $155 million. This supported 2,752 jobs, $53.3 million in total earnings, and $14.3 million in total taxes. For 2017, it is estimated that 1.37 million people visited Aroostook County for leisure trips to visit friends and family, attend a wedding or a holiday visit, and business trips. These visitors include all overnight visitors and out-of-state day visitors.
The majority of visitor spending in Aroostook was for lodging (37 percent or $48.2 million) followed by restaurants/food (24 percent or $37 million). The remainder was spent on retail sales ($35.2 million), fuel ($17.6 million), recreation ($15 million), and other transportation ($2 million). Tourism has trended up in Maine by over 21 percent from 2013 to 2017 with the majority of visits to Aroostook in the summer (42%) although a third of the visits were during the fall. The average spending by a travel party visiting Aroostook in 2017 was $948 with an average length of stay of 3.7 days for a party of 2.7 people. The majority of visitors to Aroostook (54 percent) came from New England with only a small portion from Canada (14 percent).
One of the most interesting set of statistics for me involved tourists interested in history and culture. When looking at all areas of Maine (divided by Maine Office on Tourism into regions that include Mid-Coast, Downeast and Acadia, Kennebec Valley, Lakes and Mountains, Highlands, Greater Portland, the Beaches, and Aroostook County), Aroostook came in second for those visiting due to their interest in history and culture. Mid-Coast scored highest with 35 percent and Aroostook was at 32 percent, so almost one-third of visitors to Aroostook are looking for a cultural heritage experience.
The age of visitors in 2017 also skewed slightly younger than usual with the average being 40.7. In addition, 43 percent of visitors are considered “balanced achievers.” The profile for this group indicates that they check off “must see and do” items as they vacation, and enjoy things and places off the beaten path, nature, and cultural activities. Balanced achievers want to vacation in a place where they have the space and time to reflect on what’s important in life — to change their state of mind, step back from problems, be in the moment, and listen to their inner voice. In addition, they tend to be big spenders on vacation, including shopping for local hand-made, one-of-a-kind items. Their average age is 42, average income $117,495, and 71 percent are married while 50 percent have children. Their guiding principles are seeking life balance and striving for higher status. They are creative, in tune with nature, and drawn to competition and trailblazing.
This information is good news for Aroostook County and especially Presque Isle as the hub of Aroostook. Having these statistics allows the Aroostook Tourism Council to better target their marketing dollars for greater success in attracting tourism dollars. I believe we can also expect a bigger share of the pie with the new air service by United now coming into the Presque Isle International Airport.
Tourists today want more than just sightseeing — they are looking for a positive interactive experience. Everyone in Aroostook truly has a stake in the tourism industry. Let’s all try to give visitors a positive experience and look for even better numbers for 2018.
Kimberly Smith is the resource development and public information officer for the city of Presque Isle. She can be reached at 760-2722 or via email at ksmith@presqueisleme.us.
