Dina Jackson - Maine's Summer Phenomenon

GrowSmart Summit 2012

Maine’s Summer PhenomenonA Season of

Challenges & Opportunities

Maine Office of TourismIndustry AssociationsLocal ChambersLocal Businesses

Gathering Intel

www.visitmaine.com

Primary Purpose of Overnight Leisure Trips (2011)

Other

Cultural/Heritage Tourism

Special Event

Shopping

Touring

Outdoor Recreation

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

16%

2%

7%

15%

25%

35%

Primary Purpose of Leisure Day Trips (2011)

Other

Cultural/Heritage Tourism

Special Event

Touring

Shopping

Outdoor Recreation

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

11%

2%

7%

16%

31%

32%

Regional Leisure Trip Details (2010)

Visitors to the region were more likely to report they engaged in the following activities: FishingHikingWildlife/bird watchingViewing fall colorsKayakingSnowmobilingBoatingSkiing

What are your community’s priorities?

The following questions are part of a marketing assessment tool designed to help a community determine their marketing readiness.

Does the community want to be proactive in their marketing, or would they rather be prepared to respond when needed?

If a commitment is made to proactively market the community, who will be responsible for implementing the plan?

What resources can and will be committed to implement the plan and for how long?

Should the community consider partnering with a neighboring community to market the area?

Who is the community targeting: tourists? businesses? specific industry sectors?

What are the community’s strengths and weaknesses?What are the community’s opportunities and threats?What are the community’s marketing goals?What tools will the community use to promote the

area: brochures? advertising? trade shows? public relations?

What tracking system will be used to determine the effectiveness of the marketing program?

Partnering Is KeySuccessful ecotourism practices require the collaboration of all parties, integrating diverse points of view to not only protect the natural environment but the long-term empowerment of local communities and distinct cultures.

Unlike traditional mass tourism in which multinational corporations usurp high profits through revenue leakage, ecotourism stimulates local economies with a high multiplier effect. Ecotourism also allows indigenous people to convey their culture in a sensitive and truthful manner, rather than being exploited for merely a profit.

How ecotourism benefits local communitiesAug 22, 2012 | By: David Jones

Partners & Product DevelopmentIt is important to be aware of who in your area is interfacing directly with the visitor.

It is also important to be aware of how your area is being marketed by your local tourism businesses.

Nature-based Tourism Development