Annual Report FY26

ECONOMIC IMPACT STUDY

OVERVIEW During the 2025 cruise season, Visit Portland surveyed more than 1,500 cruise passengers and crew members to better understand who visits Portland, how they spend their time ashore, and their perceptions of the destination. The findings confirm that Portland remains a highly appealing cruise destination, generating strong visitor satisfaction and positive impressions while also highlighting opportunities for improvement.

Portland delivers an exceptional visitor experience. More than eight in ten cruise visitors reported being highly satisfied with their time ashore, with over half describing themselves as extremely satisfied. Visitors consistently rated Portland highly for its natural beauty, welcoming atmosphere, quality service, and overall visitor experience. Three out of four visitors said they would recommend a trip to Maine based on their time in Portland. Portland attracts a valuable visitor market. Cruise visitors tend to be affluent, educated, and experienced travelers. The average visitor is 63 years old, has a household income of approximately $115,000, and 77% hold a college degree. Visitors also represent a diverse geographic mix, with Portland attracting a higher percentage of international visitors than other Maine cruise ports.

Cruise visitors actively explore Portland and the surrounding region. Nearly 90% of visitors spent time in downtown Portland and the Old Port, while many also visited South Portland, Freeport, and the Kennebunks. Visitors spent an average of three hours ashore and participated in a variety of activities, including sightseeing, dining, shopping, lighthouse visits, and guided tours. The destination itself influences travel decisions. Nearly half of cruise passengers indicated that Portland played an important role in their decision to select their cruise itinerary, demonstrating the city’s growing strength as a cruise destination and its value within the Canada-New England market.

OPPORTUNITIES FOR IMPROVEMENT While overall feedback was overwhelmingly positive, several recurring themes emerged. Visitors expressed concerns about the visibility of homelessness, difficulty locating public restrooms, and limited transportation and wayfinding options. Many also indicated a desire for more information about attractions, tours, and transportation alternatives beyond those provided by cruise lines. Addressing these issues presents an opportunity to further enhance the visitor experience and strengthen Portland’s reputation as a premier cruise destination

Source: Digital Research Inc., 2025 Portland Cruise Ship Study

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