Tourists with an American Express credit card can take a Maine vacation with a 10-percent discount during September.

The approximately 500 Maine merchants participating in the promotional program have agreed to give the discount to customers using the American Express card during September.

American Express card holders can call a toll-free number to obtain a list of the participating companies and other information about Maine.

Participating companies range from gift shops and department stores to motels and restaurants.

More than 8 million of the card holders will receive news of the “Maine September Spectacular” in the company’s Personal Card Newsletter.

State officials welcome the promotional effort.

“We are pleased so many American Express members will have the opportunity to discover the beauty of Maine during our glorious fall season,” said Hilary N. Sinclair, director of the Maine Office of Tourism.

Participating merchants are hopeful that new business will result from their offer of a 10-percent discount.

Bill Haefele, owner of The Country Store in Trenton, said that the program caught his attention because “it was the first time American Express had worked with a state.” He said that American Express card holders were a mobile group and many likely would consider a trip to Maine.

“I support any effort to promote Maine at the national level,” Haefele said. The Trenton businessman also said that business was down this year and that any additional business in September would be welcomed.

At the Town Motel & Guest House in Bar Harbor, Paulette Paluga said her business had never done anything like this before.

“September is already a pretty good month,” she said. “But we’re trying this, hoping it’ll be a little better.”

Several car-rental companies also are involved in the promotion. One of them is Budget Rent A Car.

Jeri Grace of the rental company’s outlet at Bangor International Airport said that any type of discount usually helped business. “But there hasn’t been anything like this before,” she said. “At least not in this area.”

Not all of the participating merchants are excited about the promotion.

“I’m not crazy about it,” said Steve Seguino of Seguino’s Italian Restaurant in Bangor.

“I’m experimenting,” Seguino said. “If it works out, I’ll try it again. Anything is worth a try.”