Maine to increase UK trade engagement as it plans in-market representation

The Maine Office for Tourism plans to dial up agent training and trade engagement opportunities this year after announcing plans to have an in-market trade presence in the UK for the first time.

Traditionally, the US state of Maine has been represented in the UK as part of regional tourist board Discover New England, alongside Connecticut, Massachusetts, New Hampshire and Rhode Island.

The state will remain part of the regional board but has identified an opportunity to highlight more of what it has to offer as it is nearly as large in size as the other represented states put together.

Carolann Ouellette, director of the Maine Office for Tourism, said: “The UK is our top overseas market behind Canada. We’re now starting to see a drop-off in the Canadian market, so with the UK holding steady we felt the timing was critical to really showcase more of the state than maybe the quick hits people normally experience.”

With no direct flight route available, UK travellers currently either include Maine in a wider New England itinerary, flying into New York City or Boston, or as part of a two-country trip as the state borders the Canadian provinces of Québec and New Brunswick.

But Ouellette’s ambition is to see the current average length of stay in Maine per overseas traveller increase from two to up to five days.

Oullette also believes British clients are a good fit for Maine’s focus on the outdoors and its culture, promoted by its new ‘Forged by Nature’ brand initiative it launched last year.

“The UK is so well aligned with what we have to offer,” added Oullette. “We have lots of activities for outdoor recreation, because our landscapes are so much a part of us and inspire us. But it all ties into our local culture, the food, the small-town spirit and our distinct communities.”

Maine’s renewed representation in the UK market means the tourist board will also be working more closely with agents and product managers.

It will also be developing new itineraries that not only focus solely on Maine but also have Boston-Maine and New Hampshire-Maine twin centre options.

A new trade toolkit is in its early planning stages, while there are plans to bring a training platform on board too.

With nearby Boston hosting Fifa World Cup matches and New England a focus for the country’s 250th anniversary celebrations, Oullette is hoping this boosted trade presence has come at the right time.

“There’ll be a whole series of stories, both of people and places, that may not necessarily be tied to the founding of the country but how they’ve helped shape Maine over the last 250 years,” she said.

“We’re hoping the series will be more evergreen where, yes, it’s in celebration of America 250 but it’s something people can explore and learn about for years to come.”