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

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.”

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.

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.

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.

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.