Growing tourism

Comments recently by Lee Perry, commissioner of Inland Fisheries and Wildlife, could have been made by any of several leaders of tourism-related agencies. His observations are useful, however, if they prod the Legislature into funding tourism as if they meant it.

Commissioner Perry was blunt: “Maine can become the premier outdoor destination in the East,” he said at a State House event last week. “But first, outdoor recreation, hunting and fishing must be recognized growth industries vital to the state’s economic well-being and then must be supported by the state’s marketing efforts.”

His observations are no doubt true, but the problem arises less from the state failing to appreciate the contributions of IFW and more from the fact that Maine has underfunded its tourism marketing for so long that it has trouble properly assisting any specific agency. This neglect has pricey consequences for Maine.

The respected consulting firm of Longwoods International of Toronto concluded last winter that, for 1997, out-of-state travelers to Maine spent $3.3 billion here, generating $311 million in tax revenue. (The state’s tourism budget that year was approximately $2.5 million.) Trips to the outdoors, according to Longwoods, grew twice as fast as other trip types. Nevertheless, Maine’s market share in the region continued to decline in part because people beyond the state’s borders don’t know much about Maine and the state has not done enough to differentiate itself from its competitors.

Tourism might not be on the top of the state’s list for industries it wants to expand, but it’s a sure revenue-producer with plenty of potential for growth. Giving the state’s office of tourism a steady increase in funding to market the state most effectively is money well spent.

A bill sitting on the table of the Appropriations Committee of the Legislature would increase funding by $5 million over two years. Gov. Angus King has a point when he observes that the amount of money is too large an increase too fast to ensure that it would be spent properly. Better that lawmakers commit to significant funding over an even longer period of time, adding consistency and a serious funding flow to market all tourist segments of Maine. And, no, one legislature cannot bind another with such funding, but legislative intent counts for a lot.

And the revenue figures that tourism produces for the state speak pretty persuasively, too.