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Who visited Maine in 2025, and how much did they spend?

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Who visited Maine in 2025, and how much did they spend?


York Beach was packed with people in August 2025 during a stretch of hot, humid weather that brought unusually high temperatures across much of Maine. (Brianna Soukup/Staff Photographer)

Fewer visitors came to Maine last year, but those who did spent more than $9 billion in the state.

The Maine Office of Tourism reported there were 14.15 million visitors in 2025, down 4.4% from the year before. Visitors last year spent $9.37 billion, up 1.4% from 2024, according to the agency’s annual report. That number is not adjusted for inflation, Deputy Director Hannah Collins said.

“While overall visitor counts declined, those who did travel tended to stay slightly longer, travel in larger parties, and demonstrate strong spending patterns,” the report said. “This dynamic contributed to total direct spending growth despite fewer arrivals.”

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The state conducted more than 4,600 interviews online and in person with visitors at local attractions, parks, hotels, visitor centers, service plazas, shops and other destinations between December 2024 and November 2025 to reach its findings.

So who came to Maine, and where did they go?

Here are four takeaways from the report.

MANY VISITORS WERE ALREADY HERE

Most people drove from the East Coast, although more flew in 2025 than in 2024. Nearly 20% of visitors came by plane, mostly to the Portland International Jetport or Boston Logan International Airport. That percentage has been steadily increasing in the years since the COVID-19 pandemic, the report says. In 2022, just 13% flew.

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The state found that more than 80% of visitors to Maine last year came from 16 U.S. states and Canadian provinces. According to the report, 15% of visitors came from Massachusetts. New York and New Hampshire were also high on the list.

Which was the top state? Maine.

Nearly 20% of people, or 2.9 million, counted as visitors last year were residents exploring the state. That’s more than double the number of people who live in Maine because the report counts single trips, not unique visitors.

MANY WERE RETURN VISITORS

Nearly 40% of visitors had been to Maine more than 10 times, the tourism office said. Many return to the same region on every trip. The data shows that 18% of visitors were traveling in Maine for the first time last year. An overwhelming majority — 95% — said they definitely or probably would return for another vacation.

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THERE WERE FEWER CANADIAN VISITORS

A sign on a motel in Old Orchard Beach welcomes tourists back in both English and French in February 2025. The town hosts a large number of Canadian tourists each summer. (Gregory Rec/Staff Photographer)

International travelers account for a small percentage of Maine’s overall tourism.

Less than 5% of visitors came from other countries in 2025, according to the report. Most — 3.6% — came from Canada. That number is down from 2024, a drop attributable to political tensions and economic pressures. In 2024, 5.4% of visitors came from Canada.

A GREATER PERCENTAGE WENT INLAND

Popular regions to visit last year included Greater Portland, the Midcoast, the beaches and islands. More than a quarter visited Down East Maine, including Acadia National Park.

Still, inland regions saw a small increase in their share of visitors, the report shows.

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In summer 2024, 3% of the state’s visitors went to Aroostook County, 9% went to the Kennebec Valley and 16% went to the lakes and mountains. Last summer, 7% went to Aroostook County, 12% went to the Kennebec Valley and 20% visited the lakes and mountains.

Across the state, most people said they came to Maine to relax and unwind, the report says. The most popular activities included enjoying ocean views, eating lobster and other seafood, sightseeing, visiting local breweries, driving for pleasure and hiking.



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6 concerts, theater productions planned this week in central Maine

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6 concerts, theater productions planned this week in central Maine


The poster for “The Texas Carol.” (Courtesy of Lakewood Theater)

“THE TEXAS CAROL”

Don’t miss “The Texas Carol” set to be performed at various times July 16-25 at Lakewood Theater, 76 Theater Road in Madison.

The production by Jayme McGhan and Kevin Dean focuses on the Dinkel family as they head to Mee-Maw Jane’s East Texas ranch for what might be her last Christmas. The only problem? When the first two grandchildren arrive, they discover that Mee-Maw is already gone! Now how to keep that fact (and her body) from a family on the edge and salvage what remains of Christmas? 

Starring Donna Irish, Shana Page, Will Stecher, Addie King, Caleb Landry, Quincy Morin, David Shedd and Earl Boyd.

Tickets cost $30-$52 for adults or $23 for children 4-17; lakewoodtheater.org.

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Brothers Will and Reid Nichols, of 12/OC, performing August 2025 at Thompson’s Point in Portland. (Shawn Patrick Ouellette/Staff Photographer)

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12/OC

Bowl in the Pines plans to host 12/OC at 6:30 p.m. Saturday at 1 Geranium Lane in Sidney.

Born in a family kitchen in Portland, 12/OC began as a shared dream between brothers Will and Reid, 14 and 11 years old, cutting their teeth at jam sessions and open mic nights. Their sound quickly resonated beyond Maine, capturing the attention of country music fans near and far. With a chart-topping single holding the No. 1 spot on Maine’s premier country radio station for 16 consecutive weeks, their momentum became impossible to ignore.

Tickets cost $52.73-$84-61; bowlinthepines.com.

Singer-songwriter Alice Limoges. (Photo by Alex Burnett)

Alice Limoges & missofija

Stop in at The Playhouse at Waterville Station at 7 p.m. Saturday for an intimate double‑bill featuring two of Maine’s most compelling rising artists: Alice Limoges and missofija.

Limoges has been singing since before she could walk. Whether performing her award-winning  poetic songs about love and nature, or shining a light on mental health, her canon is lit up by her storytelling, unique, soulful voice and textural instrumentals. She has released six original albums/EPs, toured festivals and colleges across North America, and performed on Jon Samson’s Grammy Award winning album. She placed in the 2021 International Songwriting Contest and won the 2025 Maine Songwriting Contest. 

After writing her first song at 3 years old, missofija never looked back. Her unique sound is inspired by her background as an opera singer and by the folk songs of her Lithuanian upbringing. She uses profound, symbolic lyrics, intricate melodies and complex harmonic structures to send chills through every audience she performs for.

Tickets cost $20; theplayhouse.me.

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Trombone Shorty will play Bowl in the Pines in Sidney in July. (Photo by Jean Frank)

TROMBONE SHORTY & ORLEANS AVENUE

Don’t miss the Let ‘Em Go Tour set for 6:30 p.m. Tuesday at Bowl in the Pines – Amphitheather 1 Geranium Lane, Sidney.

Perhaps the most recognizable ambassador for New Orleans music working today, Shorty has spent his entire life carrying the torch for Crescent City culture, and propelling it forward into the 21st century with his ecstatic live performances and intoxicating blend of rock, funk, soul, jazz, blues, hip-hop, and Caribbean influences.

Born Troy Andrews, Shorty made his first appearance at New Orleans’ iconic Jazz Fest at 4 years old, when he took the stage for an impromptu performance with Bo Diddley. By 6, he was heading up his own brass band, and by his early 20s, he’d released the first in a string of albums that would lead to performances everywhere from the White House and the Grammy Awards to Madison Square Garden and the 2025 Super Bowl.

Tickets cost $63-$120; bowlinthepines.com.

THE PRINCESS CONCERT

Check out The Princess Concert set for 3:30 and again at 7 p.m. Tuesday at the Waterville Opera House, 1 Common St. in Waterville.

The performance will pay tribute to the iconic, heartwarming, and nostalgic songs from films including “Frozen,” “Wicked,” “K-Pop Demon Hunters,” “Moana,” “The Wizard of Oz,” “Beauty & The Beast,” “Anastasia,” “Pocahontas,” “Aladdin,” “The Little Mermaid,” “The Lion King,” “Willy Wonka & the Chocolate Factory” and more.

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Tickets cost $30-$67 for ages 16-plus; operahouse.org.

BLACK WOLF BAND

Waterfront Wednesday plans to host Black Wolf Band at 6 p.m. Wednesday in downtown Augusta.

The weekly Waterfront Wednesday events scheduled through Aug. 5 will feature free music, food and family fun returning to the Kennebec River.

Each week, concertgoers can bring a lawn chair or blanket and settle in for live music from local bands and DJs. There will be a food truck at every event.

For more information visit mainstreetmaine.org.

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​​Looking for more? Check out the online calendar listings for other entertainment offerings.



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The Maine Bureau of Highway Safety urges Mainers to drive to save lives

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The Maine Bureau of Highway Safety urges Mainers to drive to save lives


AUGUSTA — As part of the summer speed reduction awareness and high-visibility enforcement campaign, the Maine Bureau of Highway Safety is working in conjunction with the other New England Highway Safety Offices, in a combined effort to slow drivers down. The New England Drive to Save Lives campaign calls on all drivers to recognize speeding as an unnecessary and aggressive driving behavior that endangers all road users.

Communities across America are affected every year by fatalities that occur in speeding-related crashes. In 2024, there were 11,288 speed-related traffic fatalities, accounting for 29% of all traffic fatalities. Young drivers have a higher chance of being involved in speeding-related crashes. In 2024, 39% of male drivers and 20% of female drivers in the 15- to 20-year-old age group involved in fatal traffic crashes, speeding was a factor.

Between July 6th and the 31st, from Aroostook County to York County, more than 47 law enforcement agencies will continue to conduct high-visibility speed enforcement to save lives and reduce speeding and aggressive driving. Law enforcement will be out reminding drivers to slow down and drive with care. Drivers should plan to leave sooner to allow more time to arrive
without rushing. Maine Highway Safety Director Lauren Stewart says, “The seconds that you save by speeding are not significant enough to risk your safety or that of anyone sharing the road with you. Crashes are significantly more dangerous, resulting in death or serious injury when speeding is involved. Everyone wants to arrive at their destination safely.”

From Maine to Connecticut, New England is reminding drivers to Drive to Save Lives across the region. Whether you’re vacationing in another state or having a staycation, please slow down and take your time getting to your destination this summer.

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Chief Matt Cummings of the Fort Fairfield Police Department says, “Keeping Maine safe isn’t just a job for law enforcement; it’s a shared commitment across our entire community. When you slow down on our local roads, you aren’t just following the law; you are actively protecting your neighbors, our children, and the character of our town. Let’s work together to keep our streets safe for everyone.”

Speeding is an aggressive and deadly behavior. It reduces a driver’s ability to steer safely around another vehicle, a pedestrian, hazardous objects, or an unexpected curve. According to the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), local roads are more dangerous than highways for speeders. It’s a common misconception that speeding is an interstate-related issue: In fact, in 2024, 87% of all speeding-related traffic fatalities in the United States occurred on routes other than interstates.

“Every mile per hour matters. Speeding reduces a driver’s ability to react, increases stopping distance, and turns a preventable crash into a deadly one. As Maine’s roads become busier during the summer months, we urge drivers to slow down, stay alert and help ensure everyone arrives safely to their destinations,” says Sgt. Josh Stewart of the Kittery Police Department.

The Maine Bureau of Highway Safety is reminding drivers to Drive to Save Lives this month. Spend your time on the way to your destination, enjoying all of the beauty New England has to offer, not speeding through it. From the lighthouses across Maine’s coastline, New Hampshire’s Mount Washington, Vermont’s Moss Glen Falls, Massachusetts’s Fenway Park, a ferry ride from Point Judith in Rhode Island, to Connecticut’s Gillette Castle State Park, slow down and enjoy your drive.





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Maine Democrats seek a Platner-like change agent — ‘without the baggage’

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Maine Democrats seek a Platner-like change agent — ‘without the baggage’


PORTLAND, Maine — After a week of political chaos, Maine voters are now left grappling with what comes next — with control of the U.S. Senate on the line. 

“To be kind of let down like that, it feels like I almost got ripped off, you know?” Steve Arsenault, a voter from Rockland, Maine, told MS NOW. 

On Wednesday, Democrat Graham Platner — a populist outsider who won his party’s nomination for U.S. Senate just last month despite many controversies, including an old tattoo of Nazi symbolism — announced he would suspend his campaign. 

Earlier in the week, Platner — who has been mired in a variety of scandals since launching his campaign in 2025 — was accused of rape by an ex-girlfriend in a new story published by Politico. Platner denied the allegations. 

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With the party now racing to find his replacement in a process set to play out over the next two weeks, many Democratic voters told MS NOW they’d love to see the new candidate espouse Platner’s anti-establishment, populist and at times pugilistic style. But minus the scandal.

And in a race that is a cornerstone of the Democratic Party’s ambitions to win back control of the Senate in the fall’s midterm elections, those voters want the new candidate to be a change agent 

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“I saw Platner as an opportunity to shake things up, to introduce new voices to the party — particularly younger voices,” Francis Weld of Portland told MS NOW. “I hope that we can find someone who continues that.”

“We want change,” Weld continued. “We need to do things differently if we want to be effective.”

“I want to see him,” Daniel Deis of Portland said, adding, “We need him — but someone with a clean bill of health.”

And Linda Holtslander of Peaks Island told MS NOW she wants Platner’s replacement to have  “the platform that he was putting forth to the voters in this state” but “without the baggage.”


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Democrats are poised to pick their new flag bearer to take on longtime Republican incumbent Sen. Susan Collins in a quickly organized convention scheduled for July 25 in Bangor, Maine. More than 600 delegates will vote, winnowing the field of candidates in successive rounds of voting until they have a new nominee. 

Already, several Mainers have announced they want to be considered — including the former president of the Maine Senate, a former state health official, the current Maine Secretary of State, and a brewer, among others. 

Some are already making not-so-subtle overtures at Platner’s populist message. 

In his paperwork announcing his run for the Senate, Nirav Shah, the former director of the Maine Center for Disease Control and Prevention, wrote that “the passion, energy and urgency that Graham Platner’s supporters brought to this race” will “have a real and important place in this campaign.” 

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And Troy Jackson, a former state lawmaker who has already secured the backing of dozens of current and former local officials plus the Maine AFL-CIO, in a social media post claimed to have spent his “whole life” fighting on behalf of a “powerful movement of working class people in the state of Maine.”

“I’m sure as hell not backing down now, when this fight is needed most,” he said.


One major lingering question is whether Platner’s most ardent supporters will accept the nominee selected through this special process.

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