Pat Eltman brought her Maine Tourism show and tell presentation to the Midcoast Friday, showing off the state’s efforts to attract tourists to Maine and the Midcoast.
Judging by the applause, and the number of people who showed up, it was a hit.
More than 50 representatives from lodging, food, and tourism related industries broke into applause when Josh Barrett, the marketing director of the Swardlick Marketing Group, played TV commercials directed to markets in New York and Boston.
Also drawing kudos was a new marketing campaign, featuring print, television, and web advertising urging customers to “Stop, Dine & Stay,” in the state. It is being marketed during the holiday season.
Eltman, the director of the Maine Office of Tourism, told the group all the state’s ad dollars were driven by research in order to get as much bang for the buck, noting the bureau’s budget ranks 38th lowest in the nation.
Using data gathered in 2008, Christopher Kelley, the research director of Digital Research Inc., of Kennebunk, said there were 15.4 million visitors who came to Maine, despite it being the wettest year in the last 100 years and gasoline prices hitting $4.16 a gallon.
In the Midcoast, more than 4.5 million visitors stopped in overnight, while more than 2.2 million visitors were day-trippers, he said.
Kelley drew a laugh when he mentioned 2008 was the wettest year on record. “Wait until you see the 2009 figures for rain,” he said as the audience of innkeepers and other tourism representatives nodded.
Visitors are older, many retired and on fixed incomes. Once they visit Maine, they become loyal supporters and recommend their friends come here. They told researchers they wished they had more time to spend in the state.
Nine percent of Midcoast visitors complained of traffic congestion on Rt. 1.
This statement drew another round of laughs from the knowledgeable audience.
As for the day-trippers, many of them – more than 77 percent – live in the state.
The top rated destination for overnight visitors in the Midcoast area is Boothbay Harbor, he said.
On the plus side, Kelley said his research shows the state can take advantage of the quiet coastal areas while the large percentage of older visitors illustrates a need to encourage younger visitors.
One thing that draws people to the area are events that draw younger visitors, especially those that feature outdoor activities, he said.
Barrett explained research shows visitors to Maine say the state is beautiful, but are fearful there is not a lot for a family to do.
The state’s website, visitmaine.com, is bringing visitors in, as are marketing efforts like a new state Birding Trail. He said more than 800,000 visitors to the state said they enjoy bird watching.
