Aroostook County Sees Visitor Surge: 511,000 Tourists This Summer

UPDATE: Aroostook County is experiencing an unprecedented tourism boom this summer, with visitor numbers soaring to 511,000—a substantial increase from approximately 300,000 in 2024. This surge comes amid a broader decline in state tourism, as 7.3 million people visited Maine this summer, a 6% drop from last year’s 7.8 million, according to the latest data released by the Maine Office of Tourism.

The rise in tourists to Aroostook County represents a leap from just 3% of the statewide total in 2024 to 7% this summer. Tourism promoter Jacob Pelkey attributes this remarkable growth to a strategic marketing push that emphasized a more tranquil experience, inviting visitors to “Just Be, Be Here.”

Pelkey noted, “It seems more people in the central Maine market were looking for alternatives that are quieter and more wild.” The campaign focused on attracting those seeking a break from crowded hotspots like Bar Harbor and Portland.

The county’s tourism strategy also pivoted due to concerns about losing Canadian visitors amid tariff and trade uncertainties. As a result, Aroostook County Tourism enhanced its marketing efforts in other regions, promoting its various summer festivals to encourage repeat visits. “Our marketing message this summer was reeling into a place to relax with friends and family,” Pelkey explained, highlighting new promotions that showcased numerous events rather than just one.

The summer’s vibrant offerings, including the Crown of Maine Balloon Festival and local water sports, were featured in a compelling tourism video on YouTube. In terms of travel patterns, the report indicates that 7% of tourists journeyed more than 50 miles to visit Aroostook County.

While statewide tourism spending decreased to just under $5 billion this summer, down 3.5% from $5.15 billion in 2024, visitors to Aroostook County spent more per trip, with 2.5% growth in direct spending per visitor. Furthermore, the report reveals that 99% of visitors were satisfied with their experience, and an impressive 97% would recommend Maine to others.

Looking ahead, the final tourism numbers will be released at the end of the year, but the current snapshot paints a promising picture for Aroostook County’s tourism sector. As the summer draws to a close, the focus will remain on maintaining this momentum and continuing to attract visitors looking for serene and engaging experiences in the heart of Maine.

This significant increase in tourism not only boosts the local economy but also enhances community engagement, as families and friends reconnect through shared experiences. Aroostook County’s success this summer is a testament to the power of targeted marketing and the allure of exploring less-traveled paths.

Stay tuned for more updates on tourism trends as Aroostook County continues to emerge as a premier destination in Maine.