Session Descriptions
(subject to change)
Educational Workshops 1
Wisdom Meets What's Next: A Generational Dialogue on Tourism Leadership
Maine’s tourism industry has been shaped by decades of experience, relationships, and hard earned lessons and its future depends on how that knowledge is shared, challenged, and reimagined. This facilitated, open discussion brings together emerging, mid-career, and longtime tourism leaders to explore what must be preserved, what can evolve, and what each generation can learn from the others. Participants will hear directly from seasoned leaders about the values, insights, and institutional knowledge they hope to pass on, while also learning how younger leaders are reshaping the industry through new perspectives, technology, and expectations. The goal: stronger connections, mutual understanding, and a more resilient future for Maine tourism.
How to Get the Most of the Maine Brand
Mark Benjamin, Ari Miel, Naretiv; Hanna Lester, Miles Partnership; Whitney Raymond, Marshall Communications
Join Naretiv, Miles Partnership & Marshall Communications for a discussion on how to leverage the Maine brand principles to tell stories across multiple platforms including “Maine Invites You”. Naretiv is the design and communications company with nearly a decade of experience writing and designing the annual guide to Maine, “Maine Invites You; Miles Partnership is the agency of record for MOT; and Marshall Communications is the agency that manages PR and social media for MOT.
Maine’s brand is strongest when government and businesses sing off the same sheet of music, telling a consistent story. While terms like brand “pillars” and “guidelines” may sound abstract, the Maine Office of Tourism invests heavily in research to understand who visits the state and what resonates most with them. Local businesses can incorporate these insights into their own marketing, across websites, email campaigns, advertising, social media, and other customer touchpoints, to help reinforce and amplify Maine’s shared story.
Get to Know Your Tourism Region
Maine’s 8 tourism regions aren’t just map lines — they’re marketing engines that connect local businesses and communities to broader statewide visibility. In this session, we’ll break down how the regions coordinate with state and local partners to grow year-round travel demand, how campaigns and messaging travel from local to statewide (and back), and what businesses can do to get involved. Attendees will leave with practical steps to partner with their region, improve their marketing reach, and plug into seasonal and shoulder-season opportunities.
-
Understand what tourism regions do (and don’t do) within Maine’s overall marketing ecosystem
-
See how regional storytelling supports statewide year-round positioning
-
Learn the most effective ways a business can collaborate with their region
Educational Workshops 2
Meet the Wabanaki Cultural Tourism Initiative
Tracey Perry, Katahdin Collaborative
This will be an interactive session that supports relationship building, let by Tracey Perry, Initiatives Director for the Katahdin Collaborative.
Workforce Research/Campaign Presentation
Chris Adams. Miles Partnership
Partnering with the Maine Tourism Association (MTA) and Maine Outdoor Brands (MOB) to elevate their existing creative resources, the Office of Tourism developed an integrated marketing campaign designed to “re-brand” the industry as one that provides flexibility, incredible experiences, unparalleled interpersonal skills and unique career opportunities in Maine. Join project leads for an overview of the findings from the research and the resulting campaign and discussion of next steps.
International Travel-Trade
Julie Heizer, International Inbound Travel Association
Join Discover New England and International Inbound Travel Association (IITA) for a conversation on the evolving dynamics of international travel and what they mean for regional destinations. Explore emerging global market trends, shifting traveler expectations, and the strategic role of trade partnerships in strengthening visibility and competitiveness on the world stage.
Breakout Session 1
Tourism for All - The Practice of Welcome
Ava Wells, Destinations International
This session explores how destinations can align tourism experiences with community values. Using tools from Destinations International’s Tourism for All program, participants will learn practical ways to put the practice of welcome into action - starting with a Welcoming Statement - and leave ready to embed these approaches into their work.
Beyond the Visible: Welcoming Travelers with Cognitive, Neurodevelopmental, and Hidden Disabilities
Alexandria Sukeforth, Outdoor Access Solutions
This session explores the gap between ADA compliance and true accessibility, offering practical tools and strategies to create genuinely welcoming environments for travelers with cognitive, neurodevelopmental, and hidden disabilities.
How Visitor Information Centers Influence the In-Destination Travel Experience
Panel led by Jane Anderson, MTA & Maine State Visitor Information Center in Kittery
Maine’s network of State Visitor Information Centers plays a key role in shaping how travelers experience the destination once they arrive. This session explores how visitor interactions at these centers influence travel decisions, movement patterns, and activity choices, and how those touchpoints help guide visitors to attractions, communities, and experiences across the state. Attendees will also gain insight into simple, effective ways tourism businesses can connect with Visitor Information Centers to better reach and engage travelers at critical decision-making moments.
Changing Perspectives, Growing Tourism: The Power of Inclusive Creators
Juan Vargas, Miles Partnership
Grounded in research and real-world results, this session explores how Maine’s Inclusive Creator Program builds trust, visibility, and economic opportunities. Attendees will leave with insight into how collaborative creator partnerships can help expand tourism across the state.
Advocacy in Action: How to Engage
Nate Cloutier, Hospitality Maine; Curtis Picard, PCD Collective; Jason Clay, Governor's Restaurant & Bakery; and
Jean Ginn Marvin, Nonantum Resort
This session will provide practical guidance on how tourism and hospitality businesses can effectively engage in the legislative process. Attendees will gain insights into building relationships with policymakers, understanding key issues, and ensuring their voices are heard in shaping Maine’s tourism and hospitality future.
Breakout Session 2
Lights, Camera, Collaboration - Hosting Film Productions in Maine
Steve Lyons, Maine Film Office; Diana Norwood, Freelance Location Manager
Finding the best location to shoot a film, TV show, commercial, etc. is an ongoing challenge for production companies/filmmakers. It requires the right look and feel to achieve the vision of the Director. Making your property available for a location shoot isn’t as simple as picking a place and bringing in the cameras. Join the Maine Film Office and professional Location Managers to learn about the logistical considerations and expectations necessary to provide a positive experience for both the filmmaker and property owner.
Look Out for Maine 2.0 - Encouraging Responsible Visitation
Hannah Collins, Maine Office of Tourism; Jeff McCabe, Maine Office of Outdoor Recreation; Hanna Lester, Miles Partnership
The Look Out for ME campaign has evolved. This session introduces Look Out for ME 2.0, highlighting fresh marketing tools, partner kits, and messaging strategies that businesses can easily adopt to educate visitors and protect Maine’s natural and cultural assets. Attendees will learn how to integrate campaign themes into their own communications—through websites, social media, and on‑site engagement—ensuring that every visitor feels invited to enjoy Maine responsibly.
Building Maines Workforce: A Model for Career Pathways in Tourism, Hospitality, and Outdoor Recreation Businesses
Kathryn Ference, MTA; Noah Kleiner, Equinox Guiding Service; Seth Walton, MidCoast School of Technology;
Nicki Bean, Biddeford Regional Technical Center
Industry leaders and educators will share how innovative partnerships between tourism, hospitality, and outdoor recreation businesses, Career and Technical Education (CTE) programs, and national credentialing organizations are shaping Maine’s outdoor workforce. This panel highlights a replicable model that equips high school students with professional certificaTourism industry leaders will share how innovative partnerships between guiding services, Career and Technical Education (CTE) programs, and national credentialing organizations are shaping Maine’s workforce. This panel highlights a replicable model that equips high school students with professional certifications, retains local talent, and strengthens Maine’s reputation in tourism, hospitality, and outdoor recreation businesses.
Beyond Game Day: Turning Maine Sports Fans into Maine Travelers
Chris Cameron, Portland Seadogs; Gabe Hoffman-Johnson, Hearts of Pine; Adam Goldberg, Portland Mariners
Maine’s professional sports teams do more than compete, they tell powerful stories about place, pride, and community that resonate far beyond game day. This session explores how Maine based teams leverage the state’s identity to attract visitors, extend stays, and create memorable experiences tied to Maine itself. Attendees will learn how local businesses and destinations can align with team branding, events, and fan engagement to create longer, more immersive stays that turn spectators into repeat visitors.
From Concept to Community Impact: Leading Destination Transformation
Lisa Sturgeon, Greater Bangor Region; Risteen Bahr, Bangor Historical Society; Anne Krieg, City of Bangor; EJ Roach, Town of Orono
This session highlights how the Greater Bangor Region (The GBR) built a unified destination brand by fostering collaboration, strengthening partnerships, and finding common ground across 21 communities. Through collaboration among municipal leaders, cultural and outdoor recreation organizations, and tourism partners, participants will learn how shared storytelling and collective vision can drive regional pride, visitor appeal, and long-term destination growth.