Maine Office of Tourism Destination Management Plan

The Maine Office of Tourism has begun work on creating a state-wide destination management plan. Together with Maine tourism industry stakeholders and residents we will work to establish benchmarks that support destination stewardship, and balance our industry’s growth with residential quality of life and the inherent qualities that have always drawn people to Maine for vacationing and active, outdoor recreation pursuits.

Tourism is an important economic engine for Maine with an estimated 15.6 million visitors in 2021 and direct expenditures of approximately $7.8 billion.

To ensure the sustainability of tourism in Maine, we will design a destination management plan that balances the tourism economy with natural resource and cultural stewardship to protect the DNA of our State now and for the future.  The state recognizes that supporting quality of life for Maine residents is key to supporting a quality experience for our visitors.

The MOT Destination Management Plan will be completed in 3 phases of work: Get Clear, Get Focused, and Get Moving.  Each phase is designed to accomplish key aspects of the project while providing helpful wayfinding for the Maine Office of Tourism, industry stakeholders, businesses and organizations.  View Press Release

January – May 2022

The Get Clear phase sets the stage for a successful planning process through the development of a comprehensive Situation Assessment, which includes an analysis of all foundational research, additional research conducted, and an assessment of themes and strategic implications tied to the full range of inputs gathered through a robust statewide, region-by-region stakeholder engagement process.

Phase I – April/May 2022 – Town Hall Visioning Summits

The MOT hosted a series of Town Hall Visioning Summits at the locations listed below.

4/4/22 – Samoset Resort, Rockport (in-person)
4/13/22 – Governor’s Conference on Tourism (in-person)
4/20/22- Aroostook County Tourism Summit – Presque Isle (in-person)
4/27/22 – Virtual Session
5/3/22 – Virtual Session
5/10/22 – Portland (in-person)
5/12/22 – Virtual Session
5/17/22 – Virtual Session
5/24/22 – Bangor (in-person)

June – September 2022

In the Get Focused phase, the strategy team will bring together everything learned in the Get Clear phase to shape the key elements of MOT’s Destination Management Plan and achieve the intended outcomes. The Get Focused phase is organized in a series of facilitated work, each designed to build upon one another to construct the Destination Management Plan.

Maine Tourism Situation Assessment Report

Tourism Advisory Panel Slides- June 16, 2022
Tourism Advisory Panel Slides – September 15, 2022

October – November 2022

The Get Moving phase will be focused on bringing the Destination Management Plan to life through effective implementation. This phase will include designing an effective plan management program, equipping initiative teams to do their best work, establishing the right plan reporting method & cadence, and creating a comprehensive statewide communications plan with regional consideration.


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