Maine Office of Tourism Visitor Tracking Research 2016 Calendar Year Annual Report Regional Insights: Prepared by April 2017
Table of Contents Research Objectives and Methodology 3 Overnight Visitors: Traveler Description 7 Trip Experience 12 Day Visitors: Traveler Description 26 Trip Experience 31 Comparison of Visitors to All Maine Visitors 44 2
Research Objectives and Methodology 3
Research Objectives and Methodology Three distinct online surveys are used to accomplish the five primary goals of the State of Maine s visitor tracking research. Research Objectives Identify Maine s share of the U.S. travel market National Omnibus Survey Instruments Overnight Visitor Estimate the number of visitors who come to Maine a a a Provide a profile of Maine visitors a a Estimate the amount of spending devoted to tourism in Maine a a Determine the Maine traveler s level of satisfaction and view of Maine a a National Travel Survey Nationally representative sample of the U.S. population Surveyed bi-weekly Description of Survey Instruments Overnight Visitor Survey Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly a Day Visitor Survey Day Visitor Sampled from Maine and a 100- mile radius of Maine s borders Have taken a day trip greater than 50 miles from home in the last four weeks Surveyed monthly 4
Research Objectives and Methodology Survey results were collected during calendar year 2016, for travel to Maine occurring between December 2015 and November 2016. The number of respondents participating in each survey statewide is: Research Component 2016 Completed Surveys Overnight Visitor Survey 2,909 Day Visitor Survey 1,762 National Travel Survey 21,910 5
Research Objectives and Methodology The following report summarizes the results among visitors to the tourism region during 2016, including: 321 overnight visitors, and 175 day visitors. Throughout this report, data for the tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.) Statistically significant differences between 2015 and 2016 are also highlighted for both the region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text. 6
Overnight Visitors: Traveler Description 7
Overnight Visitor Demographics Overnight visitors to the tourism region average 43 years old and have average annual household incomes of just under $98,000. Seven out of ten have at least a college degree and half are married. Over two-thirds are employed full-time. Overnight Visitors Maine 2016 (n=2909) 2016 (n=321) Age: < 35 34% 31% 35-44 22% 20% 45-54 18% 23% 55 + 26% 26% Mean Age (Years) 42.8 43.2 Income: < $50,000 20% 19% $50,000 - $99,999 42% <51%> $100,000 + <39%> 30% Mean Income $98,700 $97,600 Female 60% 57% College Degree or Higher 66% 69% Married 56% 51% Employed Full-Time 66% 69% 8
Nine in ten overnight visitors to the region are from the United States. The largest proportion of visitors to the originate in Massachusetts (21%) or New York (19%). The region attracts roughly equal proportions of visitors from New England and from the Mid- Atlantic region. Maine 2016 (n=2909) Location of Residence* 2016 (n=321) 23% 21% State/Province of Residence (% of Travelers Coming from State) Maine United States (NET) 86% 90% 10% 7% 5% 6% 6% 5% 2% 3% 2% 1% MA ME NH CT RI VT New England (NET) 45% 46% 17% 19% Maine 11% 11% 9% 9% 4% 4% 1% 1% Mid-Atlantic (NET) 42% 44% NY PA NJ MD DE Maine Canada (NET) 10% 14% 7% 7% 2% 2% 3% 2% <1% 1% ON NS QB NB *Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine s core advertising markets. < > indicates a significant difference between subgroups at the 95% confidence level. 9
One-fifth of overnight visitors to the region are visiting for the first time. Repeat vs. First-Time Visitors 77% 81% Repeat Visitor First-Time Visitor 23% 19% Maine 2016 (n=2909) 2016 (n=321) Q11. Was this your first visit in Maine? 10
Almost one-third of travel parties include children, with travel parties including an average of three people. Travel Party Composition 2.9 2.7 33% 30% Percent Traveling with Children Average Number of People in Travel Party Maine 2016 (n=2909) 2016 (n=321) Q21. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q22. How many of these people were: Children? 11
Overnight Visitors: Trip Experience 12
One-third of overnight business travelers to the region cite a meeting as the main reason for their business trip. Primary Purpose of Overnight Business Trips Meeting 32% 34% Sales or service 19% 27% Training or professional development 23% 26% Maine 2016 Business (n=524) Convention, conference, or trade show 15% 22% 2016 Business (n=63) Other 2% 1% Q8. What was the primary purpose of your most recent business trip in Maine? 13
The most widely cited reason to visit the among overnight VFR travelers, by far, is a general visit to see friends/relatives. Primary Purpose of Overnight VFR Trips General visit to see friends or relatives 55% 61% Wedding Holiday visit Family reunion 12% 17% 11% 13% 9% 11% Maine 2016 VFR (n=1168) 2016 VFR (n=133) Funeral Class reunion Other 3% 1% 1% 1% 4% 1% Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? 14
The most common interest area pursued by overnight visitors to the region includes food/beverage/culinary activities. A higher proportion of visitors selected family fun/children s activities as an interest area in 2016 as compared to 2015 (31% versus 21%). 2016 Interest Areas Most Important Interest Area Food, beverage, or culinary 59% 59% 41% Touring or sightseeing Shopping 48% 52% 51% 48% 48% 14% History or culture 30% 36% 25% Family fun or children's activities 29% 31% 41% Active outdoor activities (not water) 27% 34% Maine 2016 (n=2909) 24% Water activities 28% 26% 2016 (n=321) 36% Other 4% 6% 100% Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 15
When considering both interest and importance in deciding to visit, touring/sightseeing and food/beverage/culinary activities rank highest among overnight visitors to the region. 2016 Interest Areas Travel Driver Index Touring or sightseeing 25% 25% Food, beverage, or culinary 21% 24% Family fun or children's activities 13% 13% Maine 2016 (n=2909) Water activities 9% 9% 2016 (n=321) History or culture 7% 9% Shopping Active outdoor activities (not water) 7% 6% <11%> <11%> Other 4% 6% Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 16
Sightseeing and enjoying the ocean views/rocky coast are the most common touring/sightseeing activities among overnight visitors. Overnight visitors to the region are less likely than visitors to Maine overall to spend time enjoying the mountain views while visiting. Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip Sightseeing Enjoying the ocean views or rocky coast 65% 71% 76% 72% Driving for pleasure 56% 64% Enjoying the mountain views 39% <51%> Taking tours of communities or local architecture 21% 27% Maine 2016 (n=1407) Wildlife viewing or bird watching 22% 28% 2016 (n=168) Viewing fall colors 23% 19% Nature cruises or tours 16% 16% Other 1% <3%> Q34. In which of the following activities did you participate during this trip? Please check all that apply. 17
Overnight visitors to the region who are interested in food/beverage/ culinary activities are most likely to eat lobster/other local seafood while visiting. Consuming other locally produced Maine foods is also popular among visitors to the region. Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip Ate lobster or other local seafood 62% 70% Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 42% 51% Going to local brew pubs or craft breweries 36% 41% Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) Visited Farmer's Markets Enjoying local food at fairs or festivals 40% 37% 28% 34% 27% 29% Maine 2016 (n=1729) 2016 (n=189) Enjoyed high-end cuisine or five-star dining Ate farm to table or organic cuisine 20% 22% 18% 20% Other 2% 4% Q34. In which of the following activities did you participate during this trip? Please check all that apply. 18
Half of overnight visitors interested in water activities go to the beach or enjoy outdoor swimming while visiting the region. Nearly as many go swimming in pools. Water Activities Base: Those who report water activities as an interest area for their Maine trip Going to the beach 51% 60% Outdoor swimming (lake, ocean, river) 45% 50% Pool swimming (indoor or outdoor) 34% 45% Maine 2016 (n=823) Canoeing or kayaking 28% 34% 2016 (n=82) Sailing 12% 23% Motor boating 14% 22% Fishing (ocean, lake, stream, river, ice) 28% 22% Water skiing or jet skiing 12% 14% White water rafting 10% 7% Surfing 5% 4% Other 1% 3% Q34. In which of the following activities did you participate during this trip? Please check all that apply. 19
Hiking/climbing/backpacking is the most common pursuit among overnight visitors interested in active outdoor activities. Active Outdoor Activities Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip Hiking, climbing, or backpacking Exploring State and National Parks 40% 40% 56% 55% Bicycling or mountain biking Camping 21% 22% 23% 21% Maine 2016 (n=985) 2016 (n=86) Hunting (game or bird) Riding all-terrain vehicles Alpine skiing or snowboarding Snowmobiling Nordic skiing Snowshoeing 7% 7% 6% 5% 4% 4% 4% 3% 4% 4% 1% 11% Other 7% <15%> Q34. In which of the following activities did you participate during this trip? Please check all that apply. 20
Visiting historic sites/museums is the top history/culture activity in which overnight visitors participate. History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip Visiting historic sites or museums 63% 71% Visiting art museums or local artisan exhibits Getting to know the local people and/or culture 37% 33% 37% 46% Participating in nightlife or other evening entertainment 22% 23% Attending popular music concerts or events Attending plays, musicals, or theatrical events Attending sports events 12% 13% 15% 11% 10% 7% Maine 2016 (n=868) 2016 (n=115) Painting, drawing, or sketching Attending operas or classical music events 6% 6% 2% 12% Other 1% <6%> Q34. In which of the following activities did you participate during this trip? Please check all that apply. 21
Various shopping activities are enjoyed by almost half of overnight visitors who are interested in shopping. A higher proportion of visitors shop for unique, locally produced goods as compared to visitors to the State of Maine as a whole. Shopping Activities Base: Those who report shopping as an interest area for their Maine trip Shopping for gifts or souvenirs Outlet shopping 40% 47% 46% 54% Shopping for unique, locally produced goods 32% <45%> General shopping at malls, downtown 42% 47% Maine 2016 (n=1485) Shopping for antiques, local arts and crafts 26% 30% 2016 (n=153) Shopping for products with the 'Made in Maine' identifier 24% 27% Other 1% 3% Q34. In which of the following activities did you participate during this trip? Please check all that apply. 22
Outdoor fun centers are the most popular family fun/children s activity among overnight visitors to the. Family Fun/Children s Activities Base: Those who report family fun/children s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 39% 42% Amusement or theme parks Water parks 17% 20% 27% 26% Animal parks or zoos 26% 23% Children's museums Horseback riding Agricultural fairs 14% 13% 12% 25% 23% 20% Maine 2016 (n=836) 2016 (n=100) Summer camps Spectator sports Other 7% 3% 6% 7% 9% <20%> Q34. In which of the following activities did you participate during this trip? Please check all that apply. 23
Boothbay Harbor is, by far, the most frequently visited attraction/location among overnight visitors to the region. The Maine Lighthouse Museum and Popham Beach were both more popular in 2016 among overnight visitors to the region, as compared to 2015. Top Attractions/Locations Visited* Boothbay Harbor 32% Maine Lighthouse Museum Popham Beach Maine State Aquarium Maine Beer Trail Pemaquid Point Lighthouse Maine Lobster Festival Fort Knox Coastal Maine Botanical Gardens Moody's Diner Camden Hills State Park Maine Maritime Museum Owls Head State Park Boothbay Railway Village Heritage Park Chocolate Church Arts Center 16% 14% 13% 12% 11% 10% 9% 9% 9% 8% 8% 7% 7% 7% 6% 2016 (n=321) Maine Wine Trail Reid State Park 5% 6% * Does not include response options selected by fewer than 5% of respondents. Q29: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) 24
Four in five visitors to the region intend to visit Maine again in the next two years. Future Travel Likelihood 80% 81% 28% 29% I already have specific plans to travel in Maine Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine 52% 52% Probably will not travel to Maine Definitely will not travel to Maine Top 2 Box 14% 14% 5% 1% 4% 1% Maine 2016 <1% 2016 <1% (n=2909) (n=321) Q41. How likely will you be to travel in Maine in the next two years? 25
Day Visitors: Traveler Description 26
Day Visitor Demographics Day visitors to the region average 47 years of age and earn about $92,500 annually. Six in ten have a college degree, and 57% are employed full-time. Two-thirds are married. Day Visitors Maine 2016 (n=1762) 2016 (n=175) Age: < 35 28% 26% 35-44 18% 16% 45-54 19% 22% 55 + 35% 36% Mean Age (Years) 46.0 46.8 Income: < $50,000 26% 21% $50,000 - $99,999 42% 47% $100,000 + 32% 32% Mean Income $88,100 $92,500 Female 75% 75% College Degree or Higher 63% 62% Married 56% 65% Employed Full-Time 52% 57% 27
The majority of day visitors to the region originate from Maine or Massachusetts. The region attracts a higher proportion of in-state day visitors compared to the State of Maine overall, while attracting a lower proportion of Canadian day visitors. State/ Province of Residence U.S. NET Maine Massachusetts New Hampshire Vermont Rhode Island Canada NET Quebec Nova Scotia New Brunswick 16% 13% 2% 3% 1% 2% <12%> 5% 7% 5% 1% <1% <5%> <1% 26% <39%> 43% 37% 88% <95%> Maine 2016 (n=1762) 2016 (n=175) Q2. In what State or Province do you reside? 28
Nearly all day visitors to the region have visited Maine before. Repeat vs. First-Time Visitors 93% 96% Repeat Visitor First-Time Visitor 7% 4% Maine 2016 (n=1762) 2016 (n=175) Q10. Was this your first trip to Maine? Q11. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? 29
One in three day visitors to the region travel with children. Travel Party Composition 2.7 2.7 36% Percent Traveling with Children 31% Average Number of People in Travel Party Maine 2016 (n=1762) 2016 (n=175) Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? Q16. How many of these people were: Children 30
Day Visitors: Trip Experience 31
Business day visitors to the come for a number of reasons. Primary Purpose of Day Business Trips Meeting 33% 40% Convention, conference, or trade show 16% 28% Maine 2016 Business (n=232) Sales or service 18% 27% 2016 Business (n=26*) Training or professional development 12% 19% Q8. What was the primary purpose of your most recent business trip in Maine? *Please note small sample size. Use caution when interpreting. 32
The most common reason cited for visiting the among VFR day travelers is a general visit to see friends/relatives. Primary Purpose of Day VFR Trips General visit to see friends or relatives 69% 73% Family reunion 8% 17% Holiday visit Wedding 8% 5% 5% 3% Maine 2016 VFR (n=720) 2016 VFR (n=71) Funeral 1% 3% Other 3% 6% Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? 33
Food/beverage/culinary activities are the most common interests pursued by day visitors. 2016 Interest Areas Most Important Interest Area Food, beverage, or culinary 59% 65% 33% Shopping 46% 57% 48% Touring or sightseeing 43% 45% 17% Active outdoor activities (not water) 32% 38% 24% Family fun or children's activities Water activities 26% 31% 34% 37% Maine 2016 (n=1762) 2016 (n=175) 66% 21% History or culture 18% 19% 27% Other 8% 5% 100% Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 34
When considering both interest and importance in deciding to visit, family fun/children s activities rank highest among day visitors to the region. Touring/sightseeing and food/beverage/culinary activities follow closely. Day visitors to the region are more likely than day visitors to the State as a whole to express high interest and importance on family fun/children s activities and less likely to express high interest and importance on shopping and water activities. 2016 Interest Areas Travel Driver Index Family fun or children's activities 17% <24%> Touring or sightseeing 19% 22% Food, beverage, or culinary Active outdoor activities (not water) 9% 12% 15% 21% Maine 2016 (n=1762) 2016 (n=175) Shopping 8% <15%> Water activities History or culture 6% 4% 5% <11%> Other 5% 7% Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. 35
A majority of day visitors who are interested in touring/ sightseeing activities spent time driving for pleasure, enjoying the ocean views/rocky coast, or sightseeing. Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip Driving for pleasure Enjoying the ocean views or rocky coast Sightseeing 64% 65% 73% 71% 69% 71% Wildlife viewing or bird watching Enjoying the mountain views 28% 40% 42% 46% Maine 2016 (n=756) 2016 (n=79) Viewing fall colors Taking tours of communities or local architecture Nature cruises or tours 16% 12% 16% 24% 22% 22% Other 1% 4% Q20. In which of the following activities did you participate during this trip? Please check all that apply. 36
Day visitors interested in food/beverage/culinary activities are most likely to have eaten lobster/other local seafood or consumed other locally produced Maine foods while visiting the. day visitors are more likely than day visitors to the State as a whole to have enjoyed Maine food or beverages (i.e. blueberries, maple syrup, apples) while visiting the region. Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip Ate lobster or other local seafood Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 50% 62% 60% 59% Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 38% <53%> Enjoying local food at fairs or festivals Going to local brew pubs or craft breweries 26% 30% 30% 37% Maine 2016 (n=1039) 2016 (n=114) Visited Farmer's Markets 23% 30% Ate farm to table or organic cuisine 14% 19% Enjoyed high-end cuisine or five-star dining 11% 14% Other 5% 3% Q20. In which of the following activities did you participate during this trip? Please check all that apply. 37
Going to the beach and outdoor swimming are the most common activities pursued by day visitors who are interested in water activities. Water Activities Base: Those who report water activities as an interest area for their Maine trip Going to the beach Outdoor swimming (lake, ocean, river) Pool swimming (indoor or outdoor) Canoeing or kayaking Fishing (ocean, lake, stream, river, ice) Sailing Motor boating White water rafting Surfing Water skiing or jet skiing Other 6% 12% 8% 9% 5% 3% 4% 8% 1% 4% 2% 30% 34% 27% 31% 22% 19% 18% 76% 58% 53% 50% Maine 2016 (n=596) 2016 (n=46*) Q20. In which of the following activities did you participate during this trip? Please check all that apply. *Please note small sample size. Use caution when interpreting. 38
Hiking/climbing/backpacking and exploring state and national parks are the most common active outdoor activities pursued by day visitors to the. day visitors are more likely than day visitors to the State as a whole to explore state and national parks while visiting the region. Active Outdoor Activities Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip Hiking, climbing, or backpacking Exploring State and National Parks 43% <64%> 69% 68% Bicycling or mountain biking 18% 23% Riding all-terrain vehicles Hunting (game or bird) 6% 6% 6% 12% Maine 2016 (n=563) 2016 (n=67) Snowshoeing 4% 6% Alpine skiing or snowboarding 4% 1% Snowmobiling <1% 5% Other 3% 9% Q20. In which of the following activities did you participate during this trip? Please check all that apply. 39
Visiting historic sites/museums is the most popular activity among day visitors to the region pursuing history/culture activities. History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip Visiting historic sites or museums 69% 82% Getting to know the local people and/or culture Participating in nightlife or other evening entertainment Visiting art museums or local artisan exhibits 21% 20% 27% 34% 42% 56% Attending popular music concerts or events Painting, drawing, or sketching Attending plays, musicals, or theatrical events 18% 18% 12% 13% 10% 11% Maine 2016 (n=310) 2016 (n=33*) Attending operas or classical music events Attending sports events Other 2% 4% 3% 1% <1% 9% Q20. In which of the following activities did you participate during this trip? Please check all that apply. *Please note small sample size. Use caution when interpreting results. 40
Outlet shopping and shopping for unique, locally produced goods are the most common shopping activities among day visitors. day visitors who are interested in shopping are more likely than day visitors to the State as a whole to shop for antiques/local arts and crafts and products with the Made in Maine identifier. Shopping Activities Base: Those who report shopping as an interest area for their Maine trip Outlet shopping 44% 57% Shopping for unique, locally produced goods 32% 43% Shopping for antiques, local arts and crafts 20% <38%> Shopping for products with the 'Made in Maine' identifier 22% <38%> Maine 2016 (n=1003) General shopping at malls, downtown 34% 43% 2016 (n=81) Shopping for gifts or souvenirs 31% 29% Other 3% 3% Q20. In which of the following activities did you participate during this trip? Please check all that apply. 41
Day visitors to the region who are interested in family fun/children s activities are most likely to visit outdoor fun centers. Family Fun/Children s Activities Base: Those who report family fun/children s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 39% 43% Amusement or theme parks 33% 32% Animal parks or zoos 26% 37% Water parks Children's museums Horseback riding 7% 13% 27% 23% 19% 18% Maine 2016 (n=552) 2016 (n=65) Agricultural fairs Summer camps Spectator sports 10% 8% 7% 6% 6% 5% Other 17% 25% Q20. In which of the following activities did you participate during this trip? Please check all that apply. 42
One-third of day visitors to the region visit Boothbay Harbor. Top Attractions/Locations Visited* Boothbay Harbor Maine Lobster Festival Coastal Maine Botanical Gardens Fort Popham Moody's Diner Owls Head State Park Pemaquid Point Lighthouse Camden Hills State Park Boothbay Railway Village Popham Beach Maine State Aquarium Fort Knox Bowdoin College Museum of Art Chocolate Church Arts Center Owls Head Transportation Museum Maine Maritime Museum Maine State Music Theatre Maine Lighthouse Museum Maine Beer Trail Monhegan Island 34% 14% 13% 12% 2016 (n=175) 11% 11% 9% 9% 9% 9% 8% 7% 7% 6% 6% 6% 6% 5% 5% 5% * Does not include response options selected by fewer than 5% of respondents. Q24: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) Note: Does not include response options selected by fewer than 5% of respondents. 43
Comparison of Visitors to Maine Visitors 44
Comparisons: Region vs. State Visitors to the tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen: Visitor origin, Travel interests, and The activities they participate in while visiting. Highlights of these differences are shown on the following pages. 45
Visitor Origin 2016 Fall Season Topline Compared to visitors to the entire State, visitors differ in the following ways: DAY VISITORS Higher proportion from the United States (specifically ME) Lower proportion from Canada (specifically NB) 46
Trip Interests and Importance (Travel Driver Index) 2016 Fall Season Topline DAY VISITORS More likely to place importance on: Family fun/children s activities Less likely to place importance on: Water activities Shopping OVERNIGHT VISITORS Less likely to place importance on: Shopping Active outdoor activities 47
Trip Activities 2016 Fall Season Topline OVERNIGHT VISITORS More likely to be shopping for unique, locally produced goods Less likely to be enjoying the mountain views 48
Trip Activities 2016 Fall Season Topline DAY VISITORS More likely to be: Enjoying unique Maine food or beverages Exploring state and national parks Shopping for antiques, local arts & crafts Shopping for products with the Made in Maine identifier 49
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