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.

BOSTON (WHDH) – It was a powerful moment on Friday during the annual Law-Enforcement Memorial Ceremony at the State House, as the ceremony remembered those lost in the line of duty, including State Trooper Kevin Trainor.

Trainor was killed in a wrong-way crash this week. Trainor’s family was in attendance.

“We’re here today with the Trainor family as another tragedy and agonizing time in policing has found us,” Larry Calderone, Boston Police Union President, said.

The day brought a moment to pause and remember the 30-year-old who is being hailed a hero after he was struck and killed Wednesday morning on Route 1 in Lynnfield.

“We’ve lost a brother,” Massachusetts State Police Col. Geoffrey Noble said.

The fallen trooper’s fiancée spoke out for the first time since losing the love of her life. She posted to social media, “I am beyond proud of the amount of love you have been given by those who loved and cared about you shows us who you really were, a friend, a partner, a brother, a son, and a hero. You weren’t just a hero to me but a hero to all.”

(Copyright (c) 2026 Sunbeam Television. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

Australia’s Great Barrier Reef, Egypt’s Great Pyramids, Arizona’s Grand Canyon … and New Hampshire’s own Mount Washington?

At their April meeting, the group of institutions that steward the Northeast’s tallest mountain voted, 9-1, to take a preliminary step toward pursuing UNESCO World Heritage Site designation for the peak. The process may take years to decades, but if it is successful, Mount Washington could become the first site in New England to rank on the internationally recognized list.

The possibility requires unique considerations, commission members said, including the need it would create to manage increased visitation that is already straining the summit’s alpine ecosystem and infrastructure.

Mount Washington Commission Chair Rob Kirsch believes the designation would be a boon for the mountain, bringing in not only more visitors but also more funding to invest in making the peak more resilient to traffic. Kirsch said he sees the application as a chance to showcase the wonder of Mount Washington at a grander scale.

“It will lead to an improved experience for people, generally,” Kirsch said. “It will give the state something to really be proud of.”

A property must meet at least one of 10 criteria to be considered for World Heritage Site status, according to the United Nations Educational, Scientific and Cultural Organization (UNESCO). Mount Washington could invoke several categories in its application, including one for sites that “contain superlative natural phenomena or areas of exceptional natural beauty and aesthetic importance.”

There are many steps before Mount Washington could potentially be added to that list. The motion approved at the April 17 meeting of the Mount Washington Commission was the first: At that meeting, the commission approved pursuing “Tentative List” status for the mountain. One site is selected from that national list each year for submission to the United Nations World Heritage Committee.

To move ahead, the application must receive support from the federal government. The commission has engaged with federal officials, and U.S. Sen. Jeanne Shaheen has been supportive of the project, commission members said.

“Mount Washington’s unique natural environment, scientific significance and rich history deserve global recognition,” Shaheen said in a statement to the Bulletin. “I am proud to support the Commission as they work to have our region’s most iconic peak designated a UNESCO World Heritage Site.”

From here, Kirsch said, the process may take decades. UNESCO designation typically boosts visitorship to a site, and proponents generally point to the associated regional economic boost as a benefit of the status. But the list has also been criticized as contributing to overtourism that can degrade sites or harm the communities around them. While it can boost public awareness of a place, there is no funding attached to the status itself.

The Mount Washington Commission is guided by a 2022 master plan for the mountain’s stewardship and conservation. In November 2025, the commission reviewed preliminary results from an assessment conducted as part of that plan, showing that crowds and climate change were large factors in the strain on the summit’s delicate natural environment and aging infrastructure.

With significant investment, the summit could readily accommodate significant crowds, said Kirsch, who is also an environmental lawyer, former weather observer at the Mount Washington Observatory, and a member of the observatory’s board of trustees. It’s not clear yet where the money for those investments will come from, but Kirsch said he hoped the UNESCO designation would help.

“You can bring as many people as you want to Mount Washington as long as you make sufficient infrastructure investment to protect the environment,” he said.

The commission is still waiting for more results from the summit’s environmental assessment, but Kirsch said the boost to visitation would not affect the environment if the commission adheres to the guidelines laid out in the Master Plan. Rather, he said, the investments he hopes designation would help secure could help prevent any danger from overcrowding and ensure the mountain’s environment is protected.

He added that the benefit of a UNESCO designation would go beyond the businesses operating on the mountain — which include the Mount Washington Auto Road and the Mount Washington Cog Railway — to boost others throughout the North Country.

This story was originally produced by the New Hampshire Bulletin, an independent local newsroom that allows NH Business Review and other outlets to republish its reporting.