ACT MTMPP Grant Report | Final | July 1, 2024 through June 30, 2025
1. Expanded Canadian Marketing
Always-on digital marketing was expanded from eastern Quebec City and Fredericton to reach Halifax, Nova Scotia. The effort faced challenges as Canadian consumer sentiment toward U. S. travel dropped to an all-time low in February 2025 and remains low. However, this shift created new opportunities to engage potential visitors and industry partners across the border through conversation, sign projects, media inquiries, and adjusted advertisement language. Print advertising appeared in two publications— one free distribution and one paid subscription.
2. Increase stakeholder engagement.
The region is talking about tourism opportunities, marketing, and promotion at an unprecedented pace. Requests for funding, market research, and general inquiries have increased significantly for ACT and NMDC staff, particularly in the planning and lending departments. Three Coffee and Tourism roundtable discussions were held across the region, each drawing more than 20 business owners, municipalities, and ACT Partners. The Aroostook County Tourism Summit was a great one-day event well attended by business owners, municipalities, and statewide partners.
Enrollment in the ACT Partners email list nearly doubled during this period. Through this list, resources, meetings, and opportunities are shared, linking back to the new ACT Partners Hub on visitaroostook. com, motpartners. com, and mainetourism. com. This self-serve hub empowers ACT Partners to access information, connect with staff, make informed decisions, promote their businesses, and identify collaborators to grow the tourism industry in Maine’ s Aroostook County.
3. Increase ATV tourism to Maine’ s Aroostook County
ACT completed the Aroostook County ATV Mapping Project in July 2025, creating a new printed map( 30,000 copies distributed) and building out digital content that leverages existing photos and videos. The new map is linked to organized online resources, ensuring visitors have the best tools to plan their ATV experience in The County. While the project itself is complete, work continues to distribute these materials and measure their impact.
Aroostook County Tourism invites all people to visit Maine’ s Aroostook County; however, the region boasts specific strengths in outdoor recreation, culture, and agriculture. The region is primarily a drive destination, but Presque Isle International Airport and bus services are other ways people come to The County. Aroostook welcomed 300,200 visitors in 2024, of which 32 % were from other parts of Maine and 12 % were from New Brunswick and Quebec. ACT focuses its advertising placements from Lubec, Maine to Syracuse, New York to Baltimore, Maryland while Canadian advertising targets Quebec to Halifax, Nova