UPDATE: Aroostook County is experiencing an extraordinary surge in tourism this summer, with visitor numbers soaring to approximately 511,000—a remarkable increase from just 300,000 in 2024. This significant boost was confirmed by the Maine Office of Tourism on Thursday, showcasing a stark contrast to the overall decline in tourist numbers across the state.
While Maine as a whole saw a 6% drop in visitors this summer, with 7.3 million tourists reported compared to 7.8 million last year, Aroostook County stands out as one of the few regions experiencing growth, alongside the Maine Lakes & Mountains and Kennebec Valley areas.
Jacob Pelkey, a tourism promoter from Aroostook County Tourism, attributed this surge to a strategic marketing campaign that embraced a tranquil theme. “The messaging was ‘Just Be, Be Here’—a quiet tone, aiming to attract those seeking alternatives to bustling hotspots like Bar Harbor and Portland,” Pelkey stated.
The 7% of Aroostook visitors who traveled more than 50 miles to reach the area further underscores the region’s appeal. Pelkey noted that the increase in visitors represents a leap from just 3% of the statewide total in 2024 to an impressive 7% this summer, which he hailed as “phenomenal.”
To combat potential declines from Canadian tourists due to tariff concerns, Aroostook County Tourism ramped up its marketing efforts within the state. The campaign featured a series of summer festivals designed to encourage visitors to return multiple times for family and friends reunions. “Our marketing message this summer was reeling into a place to relax with friends and family,” Pelkey added.
Aroostook County’s promotional video on YouTube captures the essence of this campaign, showcasing the lively Crown of Maine Balloon Festival, exciting water sports, and picturesque sunflower fields.
Despite the overall decline in tourist spending across Maine, which dropped to just under $5 billion—a decrease of 3.5%—visitors to the state spent more during their stay, with direct spending per visitor increasing by 2.5%. The report also highlighted that a remarkable 99% of visitors expressed satisfaction with their experience, while 97% stated they would recommend Maine to others, and 94% planned to return.
As the summer season wraps up, Aroostook County’s remarkable rebound in tourism signals a growing trend towards quieter and more serene destinations, appealing to those looking to escape the crowded tourist traps. The final tourism statistics, detailing the complete picture of this summer’s travel, are anticipated to be released at the end of the year.
Stay tuned for more updates on this developing story as Aroostook County continues to redefine its tourism landscape.
