Maine Tourism Drops 6% Over the Summer, Spending Per Visitor Rises

Fewer people vacationed in Maine over the summer, according to a new report released by the Maine Office of Tourism. The findings show that while overall visitation to the state declined, those who did make the trip tended to spend more and stay longer.

The 2025 Summer Visitor Tracking Report found that Maine saw a 6% decrease in total visitors compared to the summer of 2024. Tourism officials say the dip represents a cooling off after several strong years of post-pandemic travel.

According to WGME 13, despite the drop in total visitors, the report revealed that spending habits shifted. Direct visitor spending fell by 3.5%, but average spending per visitor rose by 2.5%, suggesting that travelers who came were more invested in their vacations and willing to spend on lodging, dining, and experiences.

Tourism continues to play a major role in Maine’s economy. In 2024, the industry generated roughly $9.2 billion in direct spending and supported about 116,000 jobs statewide. While the 2025 numbers were slightly lower, the sector remains a cornerstone of the state’s economic health.

Businesses in popular destinations like Old Orchard Beach and Bar Harbor reported noticeable drops in traffic, particularly during what is normally peak season in July and August. Some business owners say rising fuel prices, inflation, and fewer Canadian visitors all played a part.

Still, there were some positive takeaways. Visitors who did come to Maine stayed longer on average, the news station reported. According to the report, 34% of visitors stayed five nights or more, up from the previous year. Tourism officials say this may reflect travelers opting for extended, slower-paced vacations rather than quick weekend getaways.

Looking ahead, the Office of Tourism plans to refine its marketing efforts for the 2026 season. Officials say they hope to attract more international visitors while strengthening Maine’s appeal as a year-round destination, highlighting its outdoor recreation, food scene, and coastal culture.