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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Greater Portland & Casco Bay
Prepared by
April 2018
2017 Regional Report Greater Portland & Casco Bay
Table of Contents
Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
7 12
Day Visitors: Traveler Description
26
Trip Experience
31
Comparison of Greater Portland/Casco Bay Visitors to all Maine Visitors
44
2
2017 Regional Report Greater Portland & Casco Bay
Research Objectives and Methodology
3
2017 Regional Report Greater Portland & Casco Bay
Research Objectives and Methodology
Three distinct online surveys are used to accomplish the five primary goals of Maine’s visitor tracking research. Survey Instruments Research Objectives
National Omnibus
Overnight Visitor
Day Visitor
a
a
Provide a profile of Maine visitors
a
a
Estimate the amount of spending generated by tourism in Maine
a
a
Determine the Maine traveler’s level of satisfaction and view of Maine
a
a
Identify Maine’s share of the U.S. travel market
a
Estimate the number of visitors who come to Maine
a
Description of Survey Instruments Overnight Visitor Survey National Travel Survey • •
Nationally representative sample of the U.S. population Surveyed bi-weekly
• • •
Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly
Day Visitor Survey • • •
Sampled from Maine and a 100mile radius of Maine’s borders Have taken a day trip greater than 50 miles from home in the last four weeks Surveyed monthly 4
2017 Regional Report Greater Portland & Casco Bay
Research Objectives and Methodology •
Survey results were collected during calendar year 2017, for travel to Maine occurring between December 2016 and November 2017. The number of respondents participating in each survey statewide is:
Research Component
2017 Completed Surveys
Overnight Visitor Survey
2,922
Day Visitor Survey
1,782
National Travel Survey
22,070
5
Research Objectives and Methodology •
The following report provides a profile of visitors and their trips to the Greater Portland & Casco Bay tourism region during 2017, including: – 397 overnight visitors, and – 227 day visitors.
•
Throughout this report, data for the Greater Portland & Casco Bay tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.)
•
Statistically significant differences between 2016 and 2017 are also highlighted for both the Greater Portland & Casco Bay region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.
2017 Regional Report Greater Portland & Casco Bay
6
2017 Regional Report Greater Portland & Casco Bay
Overnight Visitors: Traveler Description
7
2017 Regional Report Greater Portland & Casco Bay
Overnight Visitor Demographics •
Overnight visitors to the Greater Portland & Casco Bay tourism region average 42 years old and have annual household incomes around $95,000. Over two-thirds have at least a college degree.
Overnight Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=2922)
Greater Portland & Casco Bay 2017 (n=397)
39% 23% 16% 22% 40.7
36% 20% 17% <27%> 42.4
23% 43% 34% $92,700 70% 65% 50% 62%
20% 41% 39% $95,100 72% 70% 50% 65%
<> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
8
2017 Regional Report Greater Portland & Casco Bay
Nine in ten overnight visitors to the Greater Portland & Casco Bay region are from the U.S., with most arriving from New England. •
Massachusetts, New York, and Maine are the top states sending overnight visitors to the Greater Portland region. State/Province of Residence Location of Residence Maine 2017 (n=2922)
26%
Greater Portland & Casco Bay 2017 (n=397)
30%
Maine
Greater Portland & Casco Bay
14% 15% 8% 8%
88%
United States (NET)
90%
MA
ME
60%
New England (NET)
62%
NH
Maine
28%
2% 1%
2% 1%
RI
VT
CT
Greater Portland & Casco Bay
14% 16% 6% 7%
Mid-Atlantic (NET)
7% 7%
NY
<6%>
PA
3%
2% 2%
<1% 1%
MD
DE
NJ
29% Maine 8%
Canada (NET)
8%
12% 10%
Greater Portland & Casco Bay
2% ON
1%
QB
1% <1%
1% <1%
NS
NB
State/ Province of Residence < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
9
2017 Regional Report Greater Portland & Casco Bay
The vast majority of overnight visitors to the Greater Portland region are repeat visitors. •
This tourism region attracts a higher proportion of repeat visitors than does the State of Maine as a whole.
Repeat vs. First-Time Visitors
80%
<86%>
Repeat Visitor First-Time Visitor
<20%> Maine 2017 (n=2922)
14% Greater Portland & Casco Bay 2017 (n=397)
Q11. Was this your first visit in Maine? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
10
One-fifth of overnight visitors to the Greater Portland region travel with children. •
2017 Regional Report Greater Portland & Casco Bay
Travel parties to the Greater Portland/Casco Bay region are less likely to include children than are travel parties to the State overall. Therefore, the average party size among travelers to the Greater Portland region is also smaller than it is for travelers to the State overall.
Travel Party Composition <3.0> 2.5
<32%>
Percent Traveling with Children
Average Number of People in Travel Party 20%
Maine 2017 (n=2922)
Greater Portland & Casco Bay 2017 (n=397)
Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q25. How many of these people were: Children? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
11
2017 Regional Report Greater Portland & Casco Bay
Overnight Visitors: Trip Experience
12
2017 Regional Report
Overnight business travelers in the Greater Portland & Casco Bay Greater Portland & Casco Bay region are most likely to cite a meeting as the primary purpose of their trip.
Primary Purpose of Overnight Business Trips
35%
Meeting
41%
22%
Training or professional development
29% Maine 2017 Business (n=377) 24%
Convention, conference, or trade show 15%
Greater Portland & Casco Bay 2017 Business (n=63)
16%
Sales or service
14%
Other
3% 1%
Q8. What was the primary purpose of your most recent business trip in Maine? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
13
Among overnight visitors to the Greater Portland region on a VFR* trip, a clear majority is on a general visit to see friends or relatives.
2017 Regional Report Greater Portland & Casco Bay
Primary Purpose of Overnight VFR Trips 60%
General visit to see friends or relatives
64% 11%
Wedding
12% 13%
Holiday visit
Family reunion
11% <9%> 4% Maine 2017 VFR (n=1224)
Funeral
Other
3%
Greater Portland & Casco Bay 2017 VFR (n=166)
3% 3% 6%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *VFR = Visiting Friends and Relatives
14
Similar to Maine visitors in general, food/beverage/culinary activities are the most common interest area pursued by overnight visitors to this region. •
2017 Regional Report Greater Portland & Casco Bay
Among visitors to the Greater Portland & Casco Bay region listing food/beverage/culinary activities as an interest area, more than half selected it as the most important interest area in their decision to visit.
2017 Interest Areas
Most Important Interest Area Greater Portland & Casco Bay 60%
Food, beverage, or culinary
66% 50% 52%
Shopping
47%
Touring or sightseeing
42% <35%>
Active outdoor activities (not water)
27% 27% 25%
History or culture
<27%>
Family fun or children's activities
16% <25%>
Water activities Other
15% 5% 4%
55% 34% 44% 25%
Maine 2017 (n=2922)
19%
Greater Portland & Casco Bay 2017 (n=397)
52% 28% 81%
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
15
2017 Regional Report Greater Portland & Casco Bay
Food/beverage/culinary activities are a stronger driver for travel to the Greater Portland region when analyzing both interest and importance together. •
Compared to overnight visitors to the State of Maine as a whole, visitors to the Greater Portland region appear to be more drawn to the area for food/beverage/culinary activities and shopping. They are less drawn to the area for touring/sightseeing, family fun/children’s activities, and outdoor activities (aquatic and non-aquatic). 2017 Interest Areas Travel Driver Index 24%
Food, beverage, or culinary
<36%> 10%
Shopping
<18%> <23%>
Touring or sightseeing
18% <13%>
Family fun or children's activities
8%
Water activities
Other
Greater Portland & Casco Bay 2017 (n=397)
<12%>
Active outdoor activities (not water)
History or culture
Maine 2017 (n=2922)
7% 6% 5% <8%> 4% 4% 3%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
16
Sightseeing and enjoying the ocean views/rocky coast are the most common touring/sightseeing activities pursued in this region. •
2017 Regional Report Greater Portland & Casco Bay
Compared to overnight visitors to the State of Maine as a whole, lower proportions of visitors to the Greater Portland region enjoy the mountain views or go wildlife viewing/bird watching while visiting.
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73%
Sightseeing
67%
Enjoying the ocean views or rocky coast
65% 66%
57% 53%
Driving for pleasure
<48%>
Enjoying the mountain views
32% 24% 25%
Viewing fall colors Taking tours of communities or local architecture Wildlife viewing or bird watching Nature cruises or tours
19% 20%
Maine 2017 (n=1383) Greater Portland & Casco Bay 2017 (n=168)
<27%> 16% 16% 12%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
17
Eating lobster or other local seafood is the most common food/beverage/culinary activity in this region, followed by consuming other locally produced Maine foods. •
2017 Regional Report Greater Portland & Casco Bay
Local brew pubs and craft breweries are more popular among visitors to the Greater Portland/Casco Bay region than among visitors to the State as a whole. Farmer’s Markets and enjoying local food at fairs or festivals are both less popular among overnight visitors to this region.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 59% 54%
Ate lobster or other local seafood
48% 51%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 34%
Going to local brew pubs or craft breweries
<48%> 42% 41%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 18%
Enjoyed high-end cuisine or five-star dining
Ate farm-to-table or organic cuisine
Visited Farmer's Markets
Enjoying local food at fairs or festivals
24%
Maine 2017 (n=1761) Greater Portland & Casco Bay 2017 (n=261)
16% 19% <24%> 17% <22%> 12%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
18
Seven in ten overnight visitors to the Greater Portland & Casco Bay region who participate in water activities go to the beach. •
2017 Regional Report Greater Portland & Casco Bay
Motor boating, white water rafting, and water skiing/jet skiing are all less popular among overnight visitors to the Greater Portland region as compared to visitors to Maine overall.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 67% 71%
Going to the beach 46% 49%
Outdoor swimming (lake, ocean, river) 33%
Pool swimming (indoor or outdoor)
24% 24% 23%
Fishing (ocean, lake, stream, river, ice)
30%
Canoeing or kayaking
18%
Motor boating
White water rafting
Water skiing or jet skiing
Greater Portland & Casco Bay 2017 (n=59)
9% 6%
Sailing
Maine 2017 (n=723)
<14%> 3%
<9%> 2% <11%> <1%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
19
More than half of overnight visitors interested in active outdoor activities spend time hiking/climbing/backpacking while in this region. •
2017 Regional Report Greater Portland & Casco Bay
Compared to statewide overnight visitors interested in non-aquatic outdoor activities, overnight visitors to the Greater Portland region are less likely to camp, ride all-terrain vehicles, or hunt while visiting.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 60%
Hiking, climbing, or backpacking
54% 40%
Exploring State and National Parks
41% 16%
Bicycling or mountain biking
16% <22%>
Camping
Riding all-terrain vehicles
Hunting (game or bird)
Snowmobiling
10%
Maine 2017 (n=1032)
<10%>
Greater Portland & Casco Bay 2017 (n=107)
2% <5%> 1%
3% 1%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
20
Three in five overnight visitors interested in history or culture visit historic sites/museums while visiting this region.
2017 Regional Report Greater Portland & Casco Bay
History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 61% 60%
Visiting historic sites or museums 41% 45%
Visiting art museums or local artisan exhibits
38% 40%
Getting to know the local people and/or culture 22%
Participating in nightlife or other evening entertainment
28% 15% 13%
Attending popular music concerts or events
13%
Attending plays, musicals, or theatrical events
8%
Attending operas or classical music events
Greater Portland & Casco Bay 2017 (n=99)
10% 7%
Painting, drawing, or sketching Attending sports events
Maine 2017 (n=786)
9% 4% <6%> 1%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
21
Just over half of visitors interested in shopping do some outlet shopping while in this region. Shopping at malls/downtown is also popular. •
2017 Regional Report Greater Portland & Casco Bay
Shopping for products with the “Made in Maine” identifier or for antiques and local arts and crafts is less popular in the Greater Portland region than it is in the rest of the State.
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 52%
Outlet shopping
53% 43%
General shopping at malls, downtown
47% 42%
Shopping for gifts or souvenirs
35%
32%
Shopping for unique, locally produced goods
Shopping for products with the 'Made in Maine' identifier
Shopping for antiques, local arts and crafts
29%
Maine 2017 (n=1464) Greater Portland & Casco Bay 2017 (n=207)
<24%> 17% <22%> 15%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
22
Outdoor fun centers and children’s museums are the most common family fun/children’s activities among overnight visitors to this region. •
2017 Regional Report Greater Portland & Casco Bay
Compared to overnight visitors throughout the State who are interested in pursuing family fun/children’s activities while in Maine, visitors to the Greater Portland region are less likely to visit amusement or theme parks, ride horseback, or attend summer camps while visiting this region.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
40% 32% 23%
Children's museums
32% 29%
Animal parks or zoos
24% <28%>
Amusement or theme parks
Greater Portland & Casco Bay 2017 (n=63)
13% 20%
Water parks
12% 6% 7%
Spectator sports
11%
Agricultural fairs
6% <12%>
Horseback riding
Summer camps
Maine 2017 (n=800)
4% <5%> 1%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
23
Portland’s Waterfront, L.L.Bean, and The Old Port are the most commonly visited attractions in the Greater Portland region. •
2017 Regional Report Greater Portland & Casco Bay
There was an increase in the proportion of visitors reporting that they visited The Old Port in 2017 compared to 2016 (26% versus 18%). Top Attractions/Locations Visited* Portland's Waterfront
32%
L.L. Bean
29%
The Old Port
26%
Freeport shopping outlets
20%
Maine Mall
20%
Portland Head Light
15%
Fort Williams Park
11%
Portland Museum of Art
10%
Crescent Beach State Park
9%
Bug Light Park
9%
Maine Beer Trail
8%
Portland Freedom Trail
8%
Two Lights State Park
8%
Peaks Island
8%
Portland Observatory
8%
Portland Sea Dogs Victoria Mansion
Greater Portland & Casco Bay 2017 (n=397)
7% 5%
* Does not include response options selected by fewer than 5% of respondents.
Q32: Within the region you visited, what specific attractions or locations did you visit? (Please check all that apply) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24
Three in four overnight visitors to the Greater Portland/Casco Bay region intend to return to Maine within the next two years.
2017 Regional Report Greater Portland & Casco Bay
Future Travel Likelihood
77%
81%
31%
I already have specific plans to travel in Maine Definitely will travel to Maine
33%
Probably will travel to Maine Might/Might not travel to Maine 47%
48%
Probably will not travel to Maine Definitely will not travel to Maine
17% 5% Maine 2017 (n=2922)
1% <1%
15% 3%
1%
Top 2 Box
<1% Greater Portland & Casco Bay 2017 (n=397)
Q44. How likely will you be to travel in Maine in the next two years? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
25
2017 Regional Report Greater Portland & Casco Bay
Day Visitors: Traveler Description
26
2017 Regional Report Greater Portland & Casco Bay
Day Visitor Demographics • •
Day visitors to the Greater Portland & Casco Bay area are about 42 years old and earn just under $90,000 annually. Two in three have a college degree, and about half are employed full-time. Compared to day visitors to Maine overall, day visitors to this region have higher annual household incomes.
Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=1782)
Greater Portland & Casco Bay 2017 (n=227)
33% 19% 19% 29% 44.1
39% 22% 15% 24% 41.8
32% 41% 27% $80,800 76% 54% 48% 52%
24% 40% <36%> <$89,800> 73% 64% 45% 54%
<> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
27
Almost all day visitors to the Greater Portland/Casco Bay region are from the United States (97%).
2017 Regional Report Greater Portland & Casco Bay
State/Province of Residence 90%
U.S. NET
<97%> 37% 37%
Massachusetts
32% 33%
Maine 18%
New Hampshire
25%
Rhode Island
2% 1%
Vermont
1% <1%
Canada NET Quebec New Brunswick Nova Scotia
Maine 2017 (n=1782) Greater Portland & Casco Bay 2017 (n=227) <10%>
3% 5% 2% <5%> 1% <1% <1%
Q2. In what State or Province do you reside? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
28
2017 Regional Report Greater Portland & Casco Bay
Similar to the State of Maine as a whole, the vast majority of day visitors to the Greater Portland region are repeat visitors.
Repeat vs. First-Time Visitors
93%
96%
Repeat Visitor First-Time Visitor
7%
4%
Maine 2017 (n=1782)
Greater Portland & Casco Bay 2017 (n=227)
Q10. Was this your first trip to Maine? < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
29
One-third of day visitors to this region travel with children, and party sizes average just under three people.
2017 Regional Report Greater Portland & Casco Bay
Travel Party Composition 2.9
2.8
36%
Percent Traveling with children
33% Average Number of People in Travel Party
Maine 2017 (n=1782)
Greater Portland & Casco Bay 2017 (n=227)
Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? Q16. How many of these people were: Children < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
30
2017 Regional Report Greater Portland & Casco Bay
Day Visitors: Trip Experience
31
Among business travelers, general meetings and sales/service meetings are the most frequently mentioned reasons for a day trip to this region.
2017 Regional Report Greater Portland & Casco Bay
Primary Purpose of Day Business Trips
33%
Meeting
36%
19%
Sales or Service
31%
22%
Training or Professional Development
21% Maine 2017 Business (n=218) <13%>
Convention, Conference, or Trade Show 4%
Greater Portland & Casco Bay 2017 Business (n=40*)
13%
Other 9%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
32
Seven in ten VFR* day visitors to this region cite a general visit to friends or relatives as the primary purpose of their trip.
2017 Regional Report Greater Portland & Casco Bay
Primary Purpose of Day VFR Trips
71%
General visit to see friends or relatives
69%
7% Family reunion 12%
9% Holiday visit 6% Maine 2017 VFR (n=769) 4% Wedding
Greater Portland & Casco Bay 2017 VFR (n=74)
2%
3% Funeral 1%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *VFR = Visiting Friends and Relatives
33
Food/beverage/culinary activities and shopping are the two most popular interest areas of day visitors to the Greater Portland region. •
2017 Regional Report Greater Portland & Casco Bay
Among day visitors to the Greater Portland & Casco Bay region listing family fun/children’s activities as an interest area, nearly two-thirds selected it as the most important interest area in their decision to visit.
2017 Interest Areas
Most Important Interest Area Greater Portland & Casco Bay 62% 61%
Food, beverage, or culinary
59% 56%
Shopping 45% 45%
Touring or sightseeing 31% 32%
Family fun or children's activities
37%
Active outdoor activities (not water)
31% 31%
Water activities
20% 20% 18%
History or culture Other
8%
11%
46% 21% 29%
Maine 2017 (n=1782)
62%
Greater Portland & Casco Bay 2017 (n=227)
21% 37% 23% 92%
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
34
When analyzing both interest and importance in deciding to visit, food/beverage/culinary activities rank highest among day visitors to the Greater Portland & Casco Bay region. •
2017 Regional Report Greater Portland & Casco Bay
Active (non-aquatic) outdoor activities are a less important travel driver for day visitors to the Greater Portland region, as compared to day visitors to the State overall.
2017 Interest Areas Travel Driver Index 21%
Food, beverage, or culinary
<28%> 16%
Family fun or children's activities
20% 16%
Touring or sightseeing
13% 15%
Shopping
12%
Water activities
7% <14%>
Active outdoor activities (not water) History or culture Other
Maine 2017 (n=1782)
9%
Greater Portland & Casco Bay 2017 (n=227)
7% 3% 4% 8% 10%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
35
Among day visitors to this region interested in touring or sightseeing, the most common activities are enjoying the ocean views/rocky coast and sightseeing. •
2017 Regional Report Greater Portland & Casco Bay
Wildlife viewing/bird watching and nature cruises are less popular among touring/sightseeing enthusiasts in the Greater Portland region, as compared to the State of Maine overall.
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73% 75%
Enjoying the ocean views or rocky coast
69%
Sightseeing
74% 65% 62%
Driving for pleasure 50%
Enjoying the mountain views
35% 29% 29%
Viewing fall colors 19% 23%
Taking tours of communities or local architecture
<33%>
Wildlife viewing or bird watching Nature cruises or tours
Maine 2017 (n=804)
Greater Portland & Casco Bay 2017 (n=102)
13% <12%> 3%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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Visiting local brew pubs or craft breweries and eating lobster or other local seafood are the most popular food/beverage/culinary activities among day visitors to the Greater Portland region. •
2017 Regional Report Greater Portland & Casco Bay
Similar to overnight visitors, day visitors to the Greater Portland region are more likely than day visitors to the State overall to spend time at a local brew pub or craft brewery.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 33%
Going to local brew pubs or craft breweries
<54%> 60%
Ate lobster or other local seafood
50% 48%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
38% 38% 34%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 28% 26%
Enjoying local food at fairs or festivals
Ate farm-to-table or organic cuisine
16% 25%
Greater Portland & Casco Bay 2017 (n=139)
25% 21%
Visited Farmer's Markets
Enjoyed high-end cuisine or five-star dining
Maine 2017 (n=1096)
14% 15%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2017 Regional Report Greater Portland & Casco Bay
Among day visitors to this region who are interested in water activities, the greatest proportions do some outdoor swimming or go to the beach.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 58%
Outdoor swimming (lake, ocean, river)
80% 78%
Going to the beach
70% 30% 29%
Canoeing or kayaking
28%
Fishing (ocean, lake, stream, river, ice)
19% 33%
Pool swimming (indoor or outdoor)
14% 13%
Motor boating
8% 8% 8%
Water skiing or jet skiing
Sailing White water rafting Surfing
Maine 2017 (n=544) Greater Portland & Casco Bay 2017 (n=45*)
7% 6% 6% 6% 4% 4%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
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2017 Regional Report Greater Portland & Casco Bay
Three in five day visitors to the Greater Portland & Casco Bay region who are interested in active outdoor activities go hiking/climbing/backpacking. Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 64% 61%
Hiking, climbing, or backpacking 46% 51%
Exploring State and National Parks 19%
Bicycling or mountain biking
12% 13%
Riding all-terrain vehicles
5%
6% 3%
Maine 2017 (n=664)
Alpine skiing or snowboarding
5% 3%
Greater Portland & Casco Bay 2017 (n=70)
Snowshoeing
5% 2%
Snowmobiling
Nordic skiing
Hunting (game or bird)
2% 1% 7% 1%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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Visiting historic sites/museums is the most common history or culture activity among day visitors to the Greater Portland/Casco Bay region.
2017 Regional Report Greater Portland & Casco Bay
History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 66% 66%
Visiting historic sites or museums 48%
Getting to know the local people and/or culture
42% 23% 24%
Attending popular music concerts or events
39%
Visiting art museums or local artisan exhibits
23% 20% 23%
Participating in nightlife or other evening entertainment Painting, drawing, or sketching
15% 13%
Attending plays, musicals, or theatrical events
15% 11%
Attending sports events Attending operas or classical music events
Maine 2017 (n=358) Greater Portland & Casco Bay 2017 (n=40*)
8% 2%
3% 1%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
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2017 Regional Report Greater Portland & Casco Bay
Greater Portland & Casco Bay day visitors interested in shopping are most likely to shop at malls/downtown or at the outlets while in the region.
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 50%
General shopping at malls, downtown
50% 55%
Outlet shopping
49% 39%
Shopping for gifts or souvenirs
31%
Shopping for products with the 'Made in Maine' identifier
Greater Portland & Casco Bay 2017 (n=128)
30%
Shopping for unique, locally produced goods
Shopping for antiques, local arts and crafts
Maine 2017 (n=1051)
31% 23% 16% 22% 16%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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Day visitors to this region who are interested in family fun/children’s activities are most likely to visit outdoor fun centers.
2017 Regional Report Greater Portland & Casco Bay
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip 41%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
50% 23% 27%
Water parks
30%
Amusement or theme parks
24% 24% 24%
Children's museums
34%
Animal parks or zoos
17%
Greater Portland & Casco Bay 2017 (n=72)
12% 13%
Summer camps
13%
Agricultural fairs
7% 7% 7%
Spectator sports Horseback riding
Maine 2017 (n=556)
<11%> 1%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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L.L.Bean and Portland’s Waterfront are among the top five most visited attractions among day visitors to the Greater Portland region.
2017 Regional Report Greater Portland & Casco Bay
Top Attractions/Locations Visited* L.L. Bean
38%
Portland's Waterfront
33%
Maine Mall
30%
The Old Port
30%
Freeport shopping outlets
29%
Fort Williams Park
18%
Portland Museum of Art
14%
Portland Head Light
11%
Maine Narrow Gauge Railroad Company & Museum
9%
Portland Sea Dogs
8%
Children's Museum of Maine
8%
Crescent Beach State Park
8%
Bug Light Park
Greater Portland & Casco Bay 2017 (n=227)
7%
Wolfe's Neck Woods State Park
6%
Maine Beer Trail
6%
Portland Observatory
6%
Peaks Island
5%
Two Lights State Park
5%
Portland Freedom Trail
5%
Portland Pirates
5% * Does not include response options selected by fewer than 5% of respondents.
Q24: Within the region you visited, what specific attractions or locations did you visit? (Please check all that apply) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2017 Regional Report Greater Portland & Casco Bay
Comparison of Greater Portland & Casco Bay Visitors to Maine Visitors
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Comparisons: Region vs. State •
2017 Regional Report Greater Portland & Casco Bay
Visitors to the Greater Portland & Casco Bay tourism region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in: – – – –
Visitor demographics, Visitor origin, Areas of interest, and The activities they participate in while visiting.
•
Popular trip activities and stated travel interest areas closely follow the many shopping and dining opportunities and a more “urban” experience available in the Greater Portland region.
•
Highlights of these differences are shown on the following pages.
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2017 Regional Report Greater Portland & Casco Bay
Visitor Origin
Compared to visitors to the entire State, the Greater Portland & Casco Bay region visitors differ in the following ways:
DAY VISITORS
A greater proportion of visitors from the U.S.
OVERNIGHT VISITORS
A lower proportion of visitors from Canada (specifically New Brunswick)
A lower proportion of visitors from New Jersey
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Visitor Demographics and Travel Party Composition
OVERNIGHT VISITORS
2017 Regional Report Greater Portland & Casco Bay
DAY VISITORS
More likely to be repeat visitors Less likely to travel with kids
Have higher annual household incomes
Travel in smaller parties
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2017 Regional Report Greater Portland & Casco Bay
Trip Interest Areas
OVERNIGHT VISITORS
Less likely to want to pursue: Water activities Active outdoor activities Family fun/children’s activities
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Trip Interests and Importance (Travel Driver Index)
2017 Regional Report Greater Portland & Casco Bay
OVERNIGHT AND DAY VISITORS
More likely to place importance on food/beverage/culinary activities
Less likely to place importance on active outdoor activities
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Trip Interest and Importance (Travel Driver Index)
2017 Regional Report Greater Portland & Casco Bay
OVERNIGHT VISITORS
Less likely to place importance on:
More likely to place importance on:
Family fun/children’s activities
Shopping
Touring/sightseeing activities Water activities
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2017 Regional Report Greater Portland & Casco Bay
Trip Activities
OVERNIGHT AND DAY VISITORS
More likely to be:
Less likely to be:
Visiting local brew pubs or craft breweries
Watching wildlife or birds Horseback riding
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2017 Regional Report Greater Portland & Casco Bay
Trip Activities Less likely to be: Enjoying the mountain views Visiting Farmer’s Markets Enjoying local food at fairs/festivals Motor boating
OVERNIGHT VISITORS
White water rafting Water skiing/jet skiing Camping
Riding all-terrain vehicles Hunting Visiting amusement or theme parks Attending operas or classical music events
Shopping for antiques or local arts and crafts Shopping for products with the “Made in Maine” identifier
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2017 Regional Report Greater Portland & Casco Bay
Davidson-Peterson Associates 172 Commercial Street Portland, ME 04101 207.985.7660 www.digitalresearch.com
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