More Mainers Discovering Vacation Opportunities Close to Home

The Pine Tree State continues to attract millions of visitors each year, but an increasing number of those visitors are already residents of Maine.

Data from the state Office of Tourism shows that in 2025, Mainers made 2.6 million trips of more than 50 miles within their own state—representing nearly one-fifth of all visits counted that year. While total visitor numbers dipped slightly from the previous year to 14 million, the portion of those visits coming from in-state residents climbed.

The trend reflects a broader shift in how Maine residents engage with their home state, according to tourism officials.

"I think that during the pandemic, Mainers really learned a lot about Maine," said Carolann Ouellette, director of the state Office of Tourism.

That newfound appreciation has translated into measurable gains for regions beyond the traditional coastal hotspots. Central and northern areas of Maine saw notable increases in visitor share between summer 2024 and summer 2025. Aroostook County jumped from 3 percent to 7 percent of visitors, the Kennebec Valley rose from 9 percent to 12 percent, and the lakes and mountains region grew from 16 percent to 20 percent.

Jacob Pelkey, a tourism developer with Aroostook County Tourism, said his organization deliberately redirected marketing funds away from Canadian audiences last year and toward in-state campaigns. The strategy appears to have paid off.

"We did a really good job last summer positioning the County as a great place to visit for Mainers," Pelkey said. "We did see a huge jump in Maine visitation, while we saw a decrease in our Canadian visitation."

The results underscore what tourism leaders have long observed anecdotally. When Tony Cameron, executive director of the Maine Tourism Association, gives presentations, he often asks audiences how many people relocated to Maine after vacationing there first. Typically, about half the room raises a hand.

"That's the thing about Maine," Cameron said. "People who live here sometimes forget what they have."

For those looking to rediscover their own backyard, opportunities abound. The state stretches more than 350 miles from York to Fort Kent—nearly a six-hour drive—and encompasses terrain ranging from rugged mountains and whitewater rapids to blueberry barrens and coastal islands. Despite that diversity, many residents remain unaware of what lies beyond their own region.

"It is big, bigger than people expect," Ouellette said. "You can really feel like you're getting away from where you live to be in a very different place."

Some popular destinations have worked to make themselves more accessible to local visitors. At the Ogunquit Playhouse, Michael Dix Thomas, director of education and community engagement, said staff frequently heard from friends who assumed a night at the theater was beyond their budget.

"A lot of people do think it is out of their price range, and it just caters to a community of folks from away who are here for the summer," Thomas said. "That isn't the goal, and it isn't the reality of how these shows are priced now."

The playhouse now offers free admission for Maine and New Hampshire residents, $40 rush tickets available on the day of performance, and family packages that provide four seats for four shows for $400. Rush ticket sales grew from 130 people during the first show last year to 450 during the final performance.

"A lot of people don't realize there are Broadway-level performances happening in Maine in the summer," Thomas said. "I love going to New York to see a show. It's much easier to come down to Ogunquit."

Similar discounts exist at campgrounds, hotels, and attractions throughout the state. Library cards can unlock free entry to venues like the Maine Coastal Botanical Gardens, and state park fees remain lower for residents.

Even iconic destinations like Acadia National Park— which drew 4 million visitors last year—contain lesser-known corners. The park includes half of Isle au Haut, home to a sought-after campground and 18 miles of hiking trails far removed from the busier sections.

"Bass Harbor is a totally different experience than the way that downtown Bar Harbor is going to be," Cameron said. "That's the great thing about Maine. It's easy to find where everything is happening, and it's really easy to remove yourself and have that quiet spot."

Baxter State Park, covering more than 200,000 acres of wilderness, draws roughly 57,000 visitors annually, with about half coming from Maine. Director Kevin Adam said visitors need not aim for Katahdin's summit to experience the park's rewards.

"Reservation staff and campground rangers can help visitors find alternative hikes or activities that might be even quieter or less strenuous," Adam said. "There's other peaks that offer just as good of views."

For those willing to venture beyond familiar territory, the state offers something uncommon in an age of crowded destinations: the thrill of genuine discovery, even for people who have lived here all their lives.

"People just need to do a little exploration," Ouellette said. "Why would you want to vacation some place other than Vacationland?"