Attracting overseas visitors to Maine is a vital part of MOT’s mission. Such visitors help MOT meet important goals of its 5-Year Plan. Those visitors:
- Spend more and stay longer
- Stay in paid accommodations
- Are less likely to cancel due to changes in weather
- Fill in midweek and off-season gaps
As one of the six state partners of Discover New England (DNE), Maine benefits from DNE activities and representation in-market and stateside to bring overseas travelers to the New England region. Maine is an active participant in DNE’s overseas initiatives, which range from sales missions and media/travel trade familiarization (fam) trips to joint marketing partnerships and consumer travel shows.
MOT also works directly with travel-trade professionals to promote Maine destinations, experiences and businesses for groups and FITs (foreign independent travelers) through one-on-one sales calls and media and PR efforts.
Target markets, in partnership with DNE and other New England states, include: the UK, Ireland, and Germany. Additional markets in Canada are also being considered. Maine has also supported representation in France in partnership with New Hampshire, and in Italy on a limited basis.
Beginning in 2022, MOT has expanded marketing for our state through Brand USA platforms, using a mix of paid and earned media in targeted overseas markets in the UK, Germany, and France, as well as Canada. MOT’s efforts have been aimed at Brand USA pillars best representing Maine experiences: ‘The Great Outdoors’ and ‘Culinary.’ MOT is working with Brand USA to develop more in-language content, including videos and micro sites, and expanding Maine content on its site, DiscoverAmerica.com.
Additionally, Maine is a member of Visit USA committees in Ireland, the UK, and France, and benefits from their promotion activities on behalf of their members.
After a two-year hiatus, MOT has resumed attendance at top international travel-trade events in 2022. Activities include:
- Exhibit at US Travel Association’s IPW, Orlando, FL, June 2022
- Host FAM of Maine/New Hampshire for French tour operators, June 2022