UPDATE: Aroostook County has experienced a remarkable surge in tourism this summer, attracting 511,000 visitors—nearly double the number compared to 2024. This significant increase comes amidst a broader decline in tourism across Maine, with overall visits dropping by 6% to 7.3 million travelers, as reported by the Maine Office of Tourism.
The latest figures released on Thursday reveal that Aroostook County, along with the Maine Lakes & Mountains and Kennebec Valley regions, was among the few areas to see a substantial uptick in visitors. Jacob Pelkey, a tourism promoter with Aroostook County Tourism, stated, “It’s phenomenal—we’ve grown from 3% of the statewide total in 2024 to 7% this summer.”
This surge can be attributed to targeted marketing strategies emphasizing tranquility and natural beauty, appealing to those seeking alternatives to crowded tourist hotspots like Bar Harbor and Portland. Pelkey noted that the summer campaign’s theme, “Just Be, Be Here,” resonated with visitors looking for a more relaxing experience.
In response to concerns about potential declines in Canadian travelers due to federal trade issues, Aroostook County Tourism intensified its marketing efforts, promoting local events and festivals to encourage repeat visits. Pelkey said, “Our marketing message this summer was reeling into a place to relax with friends and family.”
Aroostook’s promotional video on YouTube highlights its vibrant summer festivities, including the Crown of Maine Balloon Festival and scenic sunflower fields, captivating viewers and potential tourists alike. The strategy appears effective, with reports indicating that 7% of Aroostook tourists traveled more than 50 miles to visit the region.
While Maine’s overall tourism revenue dipped to just under $5 billion this summer, down 3.5% from 2024, visitors spent more during their stay, with direct spending per visitor increasing by 2.5%. Additionally, 99% of visitors reported satisfaction, and 94%
