AUGUSTA – Appealing to different generations of travelers will be the focus of the 2006 Governor’s Conference on Tourism when it returns to the Augusta Civic Center on Jan. 24. This year’s theme is Follow the Money: How Changing Vacation Patterns are Shaping Leisure Travel.

The goal of the conference and its various workshops will be to educate Maine’s tourism industry professionals about how best to respond to changing patterns as the baby boomer generation enters retirement age.

“The baby boomer generation is aging and soon will make up the largest group of retirees our country has ever seen,” said Greg Dugal, chairman of the Maine Tourism Commission. “Their interests and availability will be vastly different than any generation that has come before them, and as a result it’s important that we in the industry start planning ahead.”

Gov. John Baldacci will kick off the conference with remarks about the industry’s contributions to Maine’s economy and way of life. Next, Maine Office of Tourism Director Dann H. Lewis will give the Office of Tourism report for 2005.

In addition to workshops and a slate of addresses, awards will be given to the state’s leading industry professionals.

Registration for the event can be completed online. The cost is $125 for those who register before Jan. 6 and $150 thereafter. The price of admittance to attend the awards luncheon only is $35. For conference and registration details, visit www.mainetourismconference.com or call (207) 797-9228.