Plans and Reports

Review annual plans and performance reports that highlight historical results and clearly define the strategic approach for the year ahead across paid media, organic media, public relations, and related channels.

Latest Information

Explore the most recent annual report for fiscal year 2024 here. This document outlines perfmance metrics across channels like paid media, content partnerships, organic media, public relations and more. It also highlights the economic impact we saw in 2024 for the state of Maine.

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Annual Plans

The following plans outline the annual goals and strategies for paid media, organic media, public relations, destination management, and other key channels, guiding the Maine Office of Tourism and its partners.

Annual Reports

The following reports outline performance metrics from previous years, which the Maine Office of Tourism uses to inform future direction.

Strategic Plans

The purpose of the following strategic plans is to create a unified vision for the overall health and economic vitality of the tourism industry within the state of Maine through years to come.

DMP Reset and 5-year Strategy for Marketing & Management

The Maine Office of Tourism developed a Destination Management Plan in 2022 to ensure the sustainability of tourism in Maine. With input and guidance from the state’s tourism stakeholders, the plan was designed to balance the tourism economy with stewardship of Maine’s natural resources and culture, recognizing that supporting quality of life for Maine residents is key to supporting a quality experience for our visitors.

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The 2025 Reset

Integration of a 5-Year Marketing & Development Strategy

Since the launch of the Destination Management Plan in 2023, the tourism landscape has continued to evolve. It’s time to reconvene, assess our progress and confirm we are moving in the right direction to achieve our goals.

We are calling on Maine’s tourism stakeholders once again for your input, expertise, and perspective as the Office of Tourism begins development of a Destination Management Plan: 2025 Reset that will fully integrate the next 5-Year Marketing & Development Strategy into the DMP.

During the months of December 2024 and January 2025 the Office of Tourism and the Coraggio Group facilitated a series of listening sessions around the state to gain input, expertise, and perspective from tourism stakeholders.