The purpose of this strategic plan is to create a bold vision for the overall health and economic vitality of the tourism industry within the state of Maine through 2023. As an office within the Maine Department of Economic and Community Development (DECD), the Maine Office of Tourism and Film (MOT) is charged with administering a program to support and expand the tourism industry and promote the state as a tourism destination. As required by legislation, this plan was developed with direct input and collaboration from the tourism industry with the express intent of increasing tourism-based revenues. The plan sets in motion a unified statewide action plan while addressing the challenges unique to each region. It creates a path to follow for delivering value to both visitors and residents alike. This plan intends to unite the tourism industry around clear action steps that determine the future economic and social vitality of the tourism industry.

The objectives in this plan include:

• Provide an overview of the industry’s obstacles and establish a shared incentive to act.
• Capitalize on Maine’s inherent equities and strengths, including its abundant natural assets and distinct quality of place.
• Present solutions that are achievable and can be realistically implemented collectively as an industry.
• Acknowledge and leverage tourism’s role in the overall economic development priorities of the state.
• Introduce a framework that enables industry members to identify places where they can have the most impact.
• Assign metrics to measure progress and results.

The intention is to periodically evaluate and modify the plan as needed to adjust for changes in the environment of the travel industry at the state, regional, national and global levels. The industry is encouraged to stay engaged throughout the life of the plan and commit to seeing that the recommendations outlined are properly resourced from both the private and public sectors.

1. Introduction and Purpose
2. State of the Industry in Maine
3. Process Overview
4. Key Travel and Technology Trends
5. Critical Insights
6. Five Interdependent Imperatives
7. Action Plan for Each Pillar
8. Implementation