Aroostook County Sees Visitor Surge This Summer, Doubles Numbers

URGENT UPDATE: Aroostook County has experienced a remarkable surge in tourism this summer, with 511,000 visitors flocking to the region, nearly doubled from 300,000 in 2024, according to the Maine Office of Tourism. This significant increase comes even as overall tourism in Maine has declined, highlighting Aroostook as a top choice for travelers seeking quieter getaways.

Official reports released this morning reveal that while 7.3 million people visited Maine this summer—a 6% drop from last year’s 7.8 million—Aroostook County stood out, capturing 7% of the state’s total visitors, up from just 3% last year. Jacob Pelkey, a tourism promoter with Aroostook County Tourism, attributes this surge to effective marketing strategies targeting those seeking respite from the crowded tourist hotspots like Bar Harbor and Portland.

“Aroostook County’s messaging, ‘Just Be, Be Here,’ resonated with visitors looking for tranquility and nature,” Pelkey stated. “We restructured our marketing to highlight the region’s unique summer festivals and experiences, encouraging people to visit multiple times.”

With fears of losing Canadian tourists due to tariff and trade uncertainties, Aroostook County Tourism ramped up promotional efforts within the state, creating enticing campaigns that spotlighted all summer events. Pelkey noted that 7% of tourists traveled over 50 miles to reach Aroostook, indicating a strong interest in the area from distant visitors.

Tourists not only visited in greater numbers but also spent more during their stay. Maine’s overall tourist spending reached just under $5 billion this summer, a 3.5% decline from $5.15 billion in 2024. However, direct spending per visitor increased by 2.5%, reflecting a heightened economic impact per tourist.

The summer report also revealed that 99% of visitors expressed satisfaction with their experience, with 97% willing to recommend Maine to others and 94% planning to return. These figures underscore the positive reception of Aroostook County’s offerings and the effectiveness of its marketing approach.

Pelkey highlighted the significance of their YouTube video campaign, which showcases the “Just Be” theme through vibrant clips of events like the Crown of Maine Balloon Festival and local outdoor activities. This multimedia strategy has effectively attracted attention and encouraged visitors to explore Aroostook’s many summer attractions.

As Maine continues to navigate its tourism landscape, Aroostook County’s growth this summer serves as a hopeful indicator of the region’s appeal. The focus now turns to how these trends will shape future tourism efforts and whether Aroostook can maintain this momentum as the year progresses.

Stay tuned for more updates as final tourism figures are expected to be released by the end of the year.