Maine is proving that small state thinking can yield big tourism results while staying true to its roots. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Maine Office of Tourism Director Carolann Ouellette joins Afar editorial director Billie Cohen to discuss her unique journey back to leading Maine tourism for a second time, having previously held the role from 2010 to 2016 before launching the state's groundbreaking Office of Outdoor Recreation.
Drawing from her aviation industry background—her father was a Pan Am pilot and she worked as a flight attendant—Carolann brings a traveler's perspective to destination marketing. Her strategy focuses on connecting like-minded but disparate groups to create authentic experiences, from boutique hotels in historic properties to unique outdoor adventures. Under her "Forged by Nature" brand platform, Maine is positioning itself as a destination where landscape inspires everything from outdoor recreation to artisanal crafts and culinary experiences.
What You’ll Learn
Why Ouellette created Maine’s Office of Outdoor Recreation
How tourism can really have an impact at a very local level in a small state like Maine.
Maine now has its first professional soccer team, the Hearts of Pines
For America 250, the state is creating the 250-entry Maine Atlas.
Key Moments
[06:17] The state has had a lot of investment in historic buildings like windmills and mansions being turned into hotels.
[11:17] Maine’s Office of Outdoor Recreation works with high schools, community colleges, and universities to help students learn more about working in the outdoor recreation economy.
[14:39]: The tourism office is focused on finding things that attract visitors that also have an impact at a very local level.
[16:12]: For America 250, the state is putting together the Maine Atlas with 250 entries covering its recent history.
Resources
Read the transcript of this episode
Learn more about the the Maine Office of Tourism and Visit Maine
Find Visit Maine on Instagram and Facebook
Read Afar’s recent Maine coverage
Previous Episode: Anne Sayers, Wisconsin Secretary of Tourism.
Up Next: Tamara Pigott, Executive Director of Visit Fort Myers.
Complete Series: View From Afar
Also in this IPW series: Hear from Stacy Ritter, President and CEO of Visit Lauderdale, on ensuring Fort Lauderdale is welcoming to every type of traveler.
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This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.